Have you heard of the Kidult & Collectibles trend? It’s taking the toy world by storm — and it’s something your store can’t afford to miss out on.
A “Kidult” is exactly what it sounds like: an adult (typically 12+) who buys toys for themselves. Driven by nostalgia, creativity, and a desire for mindful play, this growing market is changing how, and to whom, we sell toys.
And the numbers don’t lie:
🧸 Adults now account for 28% of all global toy sales
💰 In just the last quarter of 2024, they spent over $1.5 billion on toys for themselves
📈 Adults purchased more toys than any other age group — even preschoolers!
These insights from Circana confirm what we’re seeing in-store: Kidulting is booming.
What’s driving this trend?
Nostalgia & Collecting – Adults are reconnecting with toys they loved as children. Lines like Sylvanian Families and Schleich offer not just play value, but also beautifully detailed collectibles that appeal to hobbyists and fans alike.
Accessories with Personality – Mini figurines and character key chains are being clipped onto handbags, backpacks, and keys as stylish everyday accessories, letting adults show off their favourite characters wherever they go.
The Thrill of the Mystery – Blind bags are booming. Young adults love the excitement of opening mystery packs and the satisfaction of collecting the full range of figurines inside. It’s part play, part hobby, and part treasure hunt.
Mindful Relaxation – Adults are increasingly turning to puzzles as a way to de-stress, unplug, and enjoy screen-free downtime. Ravensburger puzzles, in particular, are a favourite for their premium quality and beautiful designs, making them a go-to choice for adults seeking relaxation through play.
Why it matters for your store
From plush toys to puzzles, blind bags to collectibles, grown-up consumers are actively looking for ways to bring fun, comfort and connection through play. Stocking products that tap into these needs gives your store a fresh way to engage adult shoppers while still serving families and kids.
How you can tap into Kidulting
Create a Kidult & Collectibles section in your store to spotlight products that appeal to this audience.
Encourage gift purchases by highlighting toys that adults love for themselves — and for giving to other adults.
Use social media and in-store displays to show how toys like Sylvanian Families or Schleich figurines double as collectibles and accessories.
Promote blind bag ranges with fun in-store events or online content that captures the thrill of the “big reveal.”
Highlight Ravensburger puzzles as the perfect option for adults looking to unwind and relax.
Don’t miss out on the most exciting new opportunity in the toy industry. Stock our Kidult & Collectibles range today and bring this booming trend into your store.