One happy kidult shopper with her new cuddly toy
Growing Market for Adult Toy Buyers
Fail to grab the latest cuddly toy or collectible action figure, and you might witness some tears and tantrums – and that's just from the grown-ups.
Kidult Sales Surge Amid Decline in Overall Toy Market
Last year, sales to "kidults" – adults who buy toys for themselves – rose by 6%, defying a 5% overall decline in UK toy sales. This shift has made "kidults" a significant market force, now accounting for over a quarter of the toy market, which analysts estimate to be worth more than £1 billion annually.
Melissa Symonds, executive director at toy data tracking company Circana, explains, "Adults are buying toys because they are fun and beneficial for their mental health."
A Challenging Year for Toy Retailers
Toy manufacturers and retailers faced a challenging year, with a 7% drop in sales volume and a 5% decrease in the value of toy trading. A wet summer hurt outdoor toy sales, and the cost of living crisis reduced impulse purchases. Despite these challenges, the UK toy market remains one of the largest in Europe, valued at £3.5 billion last year.
Expanding Target Demographics
The annual Toy Fair, a three-day trade show at London's Olympia, recently concluded. Observers noted that many major companies are increasingly targeting a broader age range, not just primary and pre-school children. Kidults, defined as individuals aged 12 and over, are driving this trend, particularly those over 18.
Gareth Edwards, a self-confessed kidult in his late 50s, showcased his board and card games at the show. "I have been collecting board games for 43 years, since I was 14," he shared. "I've got over 1,000 in three rooms of the house. So, I thought why not design one?" The proceeds from his games support his animal rescue center charity in County Durham and other causes.
Diverse Interests Fuel Kidult Market Growth
The enthusiasm of older players at specialist events, shops, and cafes contributes to the growing popularity of kidult games. Lockdowns during the pandemic also led families to rediscover their game cupboards.
Adam Turner, founder of game distribution business Aleto Games, turned his hobby into a business. "There were games that I played and enjoyed that were hard to get hold of in this country," he explained.
It's not just board games driving the rise in kidult sales. Action figures, collectibles, and building sets like Lego are also attracting older consumers. Even cuddly toys, traditionally gifts for toddlers, are popular among adults, thanks to social media and their reputation for helping people relax.
Changing Perceptions and Economic Factors
Kerri Atherton, head of public affairs at the British Toy and Hobby Association, states, "There's no shame in it. It is okay to buy one for yourself." She also points out that simple economics play a role: a falling birth rate means fewer children to buy toys for.
Families have been hit hard by the rising cost of living. The consumer group Which? estimates that 2.4 million households missed or defaulted on at least one mortgage, rent, loan, credit card, or bill payment in the month to mid-January. Some young adults are going out less and drinking less, opting instead to treat themselves with a comforting toy.
Embracing a New Market Trend
Despite a tough year for the toy sector, the trend of second childhoods has opened up a new market to explore. Kidults are reshaping the toy industry, proving that you are never too old to enjoy the magic of toys.