Toys, no longer just for kids

Walk into any toy aisle today, and you might overhear conversations about vintage Star Wars sets, the build complexity of the latest LEGO Technic model, or the value of a limited-run Funko Pop. But these aren’t playground discussions, they’re taking place between adults. Nearly 30% of global toy market revenue now comes from adult consumers, making them the fastest-growing age group in the industry¹. Welcome to the era of the kidult.

Once viewed as a niche curiosity, adult buyers have become one of the most dynamic and profitable segments in the global toy industry. Kidults are changing how products are designed, marketed, and sold. And they’re only gaining ground.

From collectibles to culture

The kidult phenomenon isn’t just about nostalgia, though that’s certainly part of the draw. Toys today are a cultural touchstone, tied not only to childhood memories but to the evolving identities of consumers who see value in play, collection, and even display. For many, these products offer stress relief in anxious times; for others, they are objects of self-expression. The fact that a LEGO build can double as a conversation piece on a home office shelf is not incidental: it's the point.

Major toy companies have taken notice. Mattel’s limited-edition Ruby Anniversary collection nods directly to childhood memories while commanding adult-level price points. Schleich, known for its detailed animal figurines, has announced its first-ever product line designed specifically for adult buyers, set to launch in 2025. Rather than rebranded kids’ toys, these are intricate, considered objects created with mature consumers in mind.

Licensing moves upmarket

Licensed franchises continue to anchor much of the kidult market. Star Wars, Marvel, and Harry Potter remain perennial favorites, but the licensing landscape is evolving. Sports is now a serious player, with partnerships between LEGO and Formula 1 or Hot Wheels and global football clubs reflecting a more expansive view of play. At the same time, anime and manga, once considered niche in Western markets, are fueling a new licensing boom. Franchises like Naruto, Dragon Ball, and Beyblade have dedicated multi-generational fanbases, supercharged by streaming platforms and social media.

While one might first think these partnerships are just about slapping logos onto plastic, in reality they’re about storytelling, identity, and creating objects that resonate with fans long after childhood ends.

Kids are still in the toy aisle. They’ve just grown taller and now carry credit cards.

Understanding willingness to pay, a crucial focus in pricing strategy, takes on new dimensions in the kidult context. Premium product lines, bundled content, exclusive drops – these are more than marketing tactics. They’re signals to a buyer who wants to feel that a product was made with them in mind. While price sensitivity still plays a role, it's a different equation: one where perceived value, exclusivity, and personal resonance often outweigh discounts or promotions.

The purchase journey also looks different. Most traditional retail environments are still built around families and children. But for kidults, the path to purchase is largely digital, driven by online forums, social media buzz, and ecommerce experiences that reward engagement and immediacy. 

This opens up an opportunity not only for manufacturers to rethink how they sell, but for physical retailers to reimagine who they serve. Some already are: toy stores carving out space for adult ranges, or running evening-only events for collectors and hobbyists. The market is shifting with an increasing number of stores catering to the grown-ups in the room – those looking for status symbols over stocking fillers, and with much bigger pockets.