Did you know that adults are key players in the toy market?

‘Kidults’ are adults who enjoy buying toys. These aren’t just any toys, but often higher-priced items that fall into two categories.

Two Reasons Behind Adults Love Toys

1. Nostalgia and Personalization: Adults are drawn to toys that remind them of their childhood. This sense of nostalgia is a powerful factor, as it reconnects them with happy memories. Additionally, the trend towards personalized toys has further encouraged adult interest.
2. Stress Relief and Self-Care: The pandemic has heightened the need for stress relief and self-care. Toys, which traditionally symbolize play and relaxation, have become a form of self-care for adults, offering a reprieve from daily stressors.

‘Kidults’ Hold Serious Buying Power

Adults represent a substantial portion of the toy market. They accounted for 14% of U.S. toy industry sales, amounting to $5.7 billion over 12 months. ‘Kidults’ contributed significantly to the growth in the toy market, buying 24% of all toys from June 2021 to June 2022. This accounts for about two-thirds of the market’s growth​​. Adults spend approximately $9 billion annually on toys. This includes a range of products, from board games and action figures to collectibles from popular franchises like Star Wars and Marvel​​.

Types of Toys Popular Among Adults

Adults tend to gravitate towards toys that have a nostalgic appeal or are collectible in nature. This includes:

• • Classic board games
  • Action figures and figurines from popular media franchises
  • LEGO sets
  • Collectible items related to personal interests or hobbies

Retailer Tips: The Fun Way to Stock for ‘Kidults’

1. “Diverse Inventory? More like Toy Treasury!”: Hey retailers, think of your store as a treasure trove of nostalgia! Stock up on those shiny, high-quality collectibles that make grown-ups go, “Oh, I remember this!” You’re not just selling toys; you’re reviving childhood dreams with a side of modern sophistication.

1. “Sell the Smile, Not Just the Toy”: When marketing these gems, remember you’re not just selling a product; you’re selling a ticket back to the good old days. Highlight the joy, the nostalgia, and the oh-so-sweet escape from adulting that these toys provide.

1. “Create a Playdate for Grown-Ups”: If you’ve got a store, why not host events that are essentially playdates for adults? It’s all about building a community where it’s cool to be a toy-loving adult. Plus, it’s a great way for customers to connect and for you to, well, sell more toys!

Remember, the gift and toy market isn’t just about selling playthings; it’s about selling memories, joy, and a break from being a grown-up. So, have fun with it, and watch the ‘kidults’ flock to your store!