The rise of the ‘kidult’ market for toys

With toy manufacturers increasingly interested in tapping into adult audiences, Circana’s Frederique Tutt unpacks the kidult phenomenon.

We’ve all heard of Millennials and Gen Z. But have you come across kidults yet? For those not in the know, the term refers to adults who have a strong interest in toys, games, and entertainment that are typically associated with children. Think Pokémon Go, Star Wars or Harry Potter. Our latest research, ‘Demystifying the Kidult Toy Market in Europe’, shows that this is a market to watch. More toys and games are being bought by adults than ever before and the kidult market generated €4.6bn in sales in 2022, an increase of €1bn across the five largest EU markets...

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