By Stefanie Jäger

With a working week full of appointments and commitments, it’s no wonder that many adults look for something to balance their life out: doing sport, going to the cinema, reading or going to restaurants are all popular leisure activities. And increasing numbers of people are discovering just how well they can relax by playing games. Adults who take play seriously – so-called kidults or kidsters – now form a growing community of like-minded people. While the term ‘kidults’ used to be one of ridicule, these days, it’s more of a statement. What kidults actually want to do is to give their imagination plenty of free rein or master playful, self-imposed challenges. For some, a detailed model kit with 3,000 parts is just the thing they need to clear their heads. For others, a cosy evening playing the latest Eurogame with friends offers a welcome change of pace. And many people experience an overwhelming sense of joy when they can finally add a missing action figure to their collection after a long, hard search. This enthusiasm for games and collecting has long been more than just a trend: it’s an expression of individuality and enthusiasm. Whether it’s a matter of retro figurines from childhood, the fascinating world of science fiction and manga, or sophisticated strategy games, the variety of products now on offer for adults is constantly being added to. Collector’s items that used to be hidden from sight are now on proud display. There’s scarcely any fan who doesn’t own at least one Eurogame, model car or an item of clothing that radiates a touch of nostalgia or reveals what they love best.

Collectibles

Whether it’s a matter of rare everyday objects, historical artefacts or superior collector’s items, collecting stuff is something that fascinates people all round the world. Toys, in particular, exert a special appeal: figures, detailed miniatures and colourful comics are a real passion for many people. Each new acquisition enriches the collection and makes the search for special items a little adventure that never ceases to delight the collector. Of course, high-quality collector’s items are not things to be played with: they’re given a place of honour in the display case or are safely stored to preserve their perfect condition. With the right care and storage, they may even increase significantly in value, thus making them a worthwhile investment.
 

One Piece has long been more than just a manga: it’s a global phenomenon that has taken the hearts of millions of fans by storm for over 20 years. The story of the young pirate Monkey D. Ruffy and his search for the legendary treasure started off as an adventure, but then evolved into an epic, profound tale full of friendship, courage and secrets. With the One Piece Mystery Minis from Funko, fans can now collect their favourite characters. The blind packs contain figures such as Monkey D. Luffy, Tony Tony Chopper, Rebecca, Bartolomeo and a wealth of other heroes. Each vinyl figure has been lovingly designed and is up to 9.2 cm tall – just perfect for collectors and fans who wish to add to their One Piece collection.

Italieri’s 1:12 scale line has now been extended with the Lancia Stratos, a new super model dedicated to a true icon of automotive design and motorsport. Designed to dominate the rally competitions of its time, the Lancia Stratos is one of the most iconic cars in motorsport history. The completely new moulds were developed using the latest techniques. The precisely reproduced frame, interior and engine, doors and front and rear bonnets that can be opened, chrome parts, functioning shock absorbers, realistic rubber tyres and a movable steering wheel all leave nothing to be desired.

Since its legendary maiden voyage in 1912, the Titanic has probably been the most famous ship in history. The impressive LEGO® model of the Titanic, a faithful replica of this iconic ship, is perfect for collecting, building and displaying. At a scale of 1:200 and with over 9,000 pieces, it provides endless hours of building fun. Measuring an impressive 135 cm in length, this model is one of the largest that LEGO® has ever created.

Creative Fantasy

Role-playing games, miniatures games and collectible card games all transport players to fantastical worlds, where they can immerse themselves in epic adventures, put their strategic skills to the test and take part in competitions.

In role-playing games, players take on the role of characters and are guided through a gripping story by a game master. Each player creates their character according to their own ideas, giving them unique characteristics that can be developed further as the game unfolds. The role-playing game The Dark Eye from Burst provides players with an unforgettable experience. An evening with the Master of the Dark Eye takes players on a journey into the vivid realm of myths and legends, far away from their everyday life, where they encounter brave warriors, treacherous villains, cheerful elves and fearsome monsters. But the special thing about this game is the exciting double life of the players: while sitting around the table, they can experience exciting and dangerous adventures that challenge their imagination and make them forget the world around them.

Miniatures games bring tactical battles to the games table and breathe life into strategic decisions in spectacular scenarios. This type of game is also a tabletop game, but focuses, in particular, on very detailed and often hand-painted miniatures. One exciting example is Star Wars: Shatterpoint by Asmodee. It’s a tactical skirmish miniatures game for two people, which immerses players in the world of the legendary Star Wars characters. In this RPG, they compete against each other in thrilling battles and accomplish dynamic missions. The key to victory lies not merely in tactical skill, but also in remaining flexible and making good use of the Force. Besides 16 detailed, unassembled and unpainted miniatures, the basic set contains everything players need to start gaming.

Collectible card games make it possible for players to create customised packs of cards and compete with other players in exciting duels. But trading and collecting cards is also all part and parcel of the game. One example of collectible card games is the Crimson & Purple – Stormy Sparks expansion for the Pokémon collectible card game from The Pokémon Company. With this set, players can explore a tropical paradise suffused with electrical energy, while Pikachu lights up the surroundings as a shiny Tera Pokémon-ex. Led by the mighty Alola Kokowei-ex, powerful dragon Pokémon appear, and a lot of mysterious Pokémon from the well-known video games have some exciting surprises in store.

Tabletop Games

Not just something for children, tabletop games have long established a firm footing in kidults sphere. They bring people together, providing them with exciting, unforgettable moments that rapidly ensure that their everyday life just fades into the background. Whether you want to slip into new roles, put your tactical skills to the test, solve tricky puzzles or simply have a whole lot of fun in a relaxed group of fellow gamers, tabletop games offer endless possibilities and provide plenty of entertainment.

Moses Verlag has published UNDERGROUND, the third board game by psychological thriller master Sebastian Fitzek. After Safehouse and Killercruise, players once again find themselves immersed in an enthralling scenario that can be experienced again and again thanks to an intuitive game principle and varied opening scenarios. This is a game for anyone who wishing to embark on a unique and thrilling experience and enjoy well thought-out board games.

Quoridor PAC-MAN from Asmodee brings the classic Quoridor game to life in a totally novel way. Whether you play as PAC-MAN or one of the four ghosts, each player makes their way through the dynamic labyrinth. There are two game modes to choose from: in classic mode, each ghost tries to reach the other side of the playing field; in the exclusive PAC-MAN mode, there’s an exciting chase in which PAC-MAN and the ghosts fight for victory – just like in the original game by Arcade. Quoridor PAC-MAN provides entertaining gaming fun with a touch of nostalgia.

Play poker as a team! In The Gang, the group of players has planned a series of robberies and has to crack three safes before the alarm is triggered three times. What’s needed in this game are perfect teamwork and the right allocation of roles. Three to six players can take on this collaborative challenge – without talking about the cards they’re holding. This is an exciting gaming experience from Kosmos that’s based on the well-known poker principle, with poker chips and stylishly designed cards.

With this myriad of diverse possibilities, playing games is more than just a hobby for adults, it’s also a way they can express their creativity, fellowship and passion.

Presentations at the Toy Business Forum in Hall 3A focusing on Kidults

Find out more about the high-spending target group of kids: 

• Tuesday, 28 January 2025 / 3:15 - 3:45 pm
  Discover the Spielwarenmesse ToyTrends 2025
  Reyne Rice, ToyTrends, San Diego/USA
• Wednesday, 29 January 2025 / 3:30 - 4:00 pm
  Kidults: Diverse and underestimated in the Market
  Carol Rapp, SPIEL Essen bei Merz Verlag GmbH & Co. KG, Essen/Germany & Robin de Cleur, SPIEL Essen bei Merz Verlag GmbH & Co. KG, Essen/Germany
• Thursday, 30 January 2025 / 2:30 - 3:00 pm
  Discover the Spielwarenmesse ToyTrends 2025
  Reyne Rice, ToyTrends, San Diego/USA
• Friday, 31 January 2025 / 3:15 - 3:45 pm
  The world of ‘Kidults’ - what should retailers look out for?
  Stefan Will, Ultra Comix GmbH, Nuremberg/Germany

About the author:

Stefanie Jäger works as Senior Marketing & Content Manager at Spielwarenmesse eG. Together with the international TrendCommittee, she looks for the hottest trends for the toy industry. She prepares these with the project management in a special area, such as the Kidults and ToyTrends in 2025. For the Toy Business Forum, she has had her finger on the pulse of the toy industry, retail and marketing for over 15 years.