In recent years, the toy industry has experienced a notable shift with the emergence of the ‘kidult’ phenomenon. This is where adults are purchasing toys for themselves rather than younger children. This trend has become a significant driver in the market, with adults now accounting for nearly 30% of toy sales in the UK.
The UK’s toy market faced a 3.7% decline in sales in 2024, totalling £3.4 billion. This downturn is likely due to broader economic challenges and the ongoing cost of living crisis affecting households. In response, consumers have gravitated towards more affordable options, with ‘pocket sized’ or ‘crafty’ toys which are usually priced under £10. Notably, 80% of all toys sold were priced below £15, highlighting a clear consumer preference for cost-effective entertainment.
Despite the overall decline, the ‘kidult’ has shown remarkable resilience and growth. Adults purchasing toys for themselves now represent almost 30% of the market. This demographic has a particular affinity for collectibles and sophisticated building sets. For instance, Lego reported a 6% increase in sales, driven by the popularity of their botanicals flower sets, which appeal to an older, predominantly female audience.
The integration of cuddly toys into fashion accessories, influenced by Japanese kawaii culture, exemplifies this shift. Attaching plush toys to handbags has become a form of self-expression, blending nostalgia with style.
For professionals in marketing, understanding the dynamics of the ‘kidult’ market is important as this is not a one-size-fits-all policy. What works for children will not work for adults. Strategies that we recommend considering include:
- Expanding brand offering specifically for adults. More sophisticated visuals and collectables that evoke nostalgia are more likely to be received well by the kidult audience.
- Marketing should be tailored to highlight the understanding of the older audience and nostalgia value. Remember you are not talking to children!
- Partnering with popular franchises or cultural icons can attract adults who have a strong affinity for those specific personalities and themes.
- Take advantage of the trend of incorporating toys into fashion, brands can explore collaborations that position toys as lifestyle accessories which in turn appeals to a broader audience.
By acknowledging and adapting to the ‘kidult’ phenomenon, marketers and PR people can tap into a lucrative and growing segment of the toy industry, crafting campaigns that resonate with adult consumers seeking both nostalgia and forms of self-expression.
At Prohibition, we believe in creating campaigns that not only stand out but also drive tangible results. Whether it’s a clever twist on nostalgia or an impactful purpose-driven initiative, we can help you craft the perfect strategy for your brand. Drop us a line at hello@prohibitionpr.co.uk or call us on 0113 430 4160.
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