The rise of the "kidult" market—a phenomenon particularly strong in Asia—has been significantly influenced by nostalgia, with adults increasingly driven to purchase toys reminiscent of childhood.
Circana's data indicates that adults accounted for 17.3% of total US toy sales in 2023, representing a notable shift as nostalgic escapism becomes a driving force behind these purchases.
The trend of adults buying toys has increased significantly since the COVID-19 pandemic, with increased disposable income and leisure time being primary factors facilitating this growth.
Brands are now catering to adult consumers, resulting in an increase in product offerings targeted at grown-ups, as evidenced by the devoted retail spaces for nostalgic merchandise.
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