Dubai, April 17, 2024 – The BrandTrends Group unveils some major findings from its most recent research about kidults, and some key strategies to surf on the growing trend.

Every evening after work, Peter heads straight to his dedicated "playroom" at home. It's a sanctuary filled with shelves neatly displaying rows of colorful board games, action figures, and intricate puzzles. Tonight, he unwraps his latest acquisition—a limited edition board game he’s been tracking for weeks. With a sense of achievement, he adds it to his collection, already planning the next game night with friends who share his passion. This routine is more than just a hobby for Peter; it’s a cherished part of his daily life.

Within the evolving landscape of the toy industry, a transformative trend is reshaping market dynamics and consumer profiles: the rise of "kidults"—adults like Peter, who embrace the whimsical allure of toys just as passionately as kids. This isn't a fleeting fad but a robust market evolution that's gaining momentum across the globe. As we dig further into this fascinating world, it's clear that the allure of play is timeless and ageless. 

Kidults are not just consumers; they're enthusiasts and collectors who straddle the line between nostalgia and contemporary hobbyism. These adults categorize into three distinct types: 

• Enthusiast Kidults: The avid collectors, owning six or more types of toys. They are the backbone of the kidult community. 
• Casual Kidults: Those with a moderate collection of four to five types, who blend leisure with their collecting passions. 
• Selective Kidults: Individuals who focus on two to three types, often driven by deep-seated nostalgia. 

"The kidult market is not merely surviving; it's fundamentally changing our perception of play across all ages," states Philippe Guinaudeau, CEO of BrandTrends Group, which spearheaded global research on this phenomenon, exclusive for Spielwarenmesse. 

The primary motivations for these adult toy aficionados are nostalgia and a genuine love for hobbies. Globally, board games and puzzles are particularly popular, tapping into the universal joy of strategic play and problem-solving. Meanwhile, regional preferences bring their own flavor, with North Americans favoring action figures and Asians leaning towards anime figures. 

While online marketplaces dominate due to their convenience and variety, traditional brick-and-mortar stores remain relevant, especially in Europe where the experience of shopping can be as significant as the purchase itself. 

"Kidults are looking for an engaging, memorable shopping experience—something that online platforms strive to emulate but physical stores excel at providing," Guinaudeau notes. 

There's a marked enthusiasm for rejuvenating classic toys with a modern twist. Moreover, kidults are not just seeking products; they desire an experiential purchase. Themed stores with interactive displays make shopping an adventure, transforming the retail environment into a playground for adults.

There are a few actionable strategies designed to leverage the unique dynamics of this lucrative market, ensuring that businesses not only meet the growing demands of kidult consumers but also capitalize on the numerous benefits such as increased customer loyalty, higher profit margins, and enhanced brand differentiation: 

• Develop unique collectibles: Create limited edition toys and collectibles with unique designs that resonate with adult consumers. "The challenge is to produce items that are not merely purchased but are cherished and showcased," suggests Guinaudeau. 
• Revitalize classics: Leveraging nostalgia effectively means bringing beloved childhood toys back to life with contemporary features. 
• Blend online convenience with store experience: Integrating the efficiency of online shopping with the tactile, immersive experience of store visits offers the best of both worlds. 
• Craft engaging retail spaces: Establish special zones in stores dedicated to adult collectors, and keep the offerings fresh with rare and exclusive items to ensure every visit remains exciting. 
• Foster a community: Developing online and offline communities where kidults can share their experiences and collections helps strengthen their engagement with the brand. 

As we explore the kidult market, it becomes evident that toys are more than child's play; they are a bridge connecting generations through shared experiences of joy and creativity. "Toys are becoming a medium for adults to revisit their youth while engaging in a community with similar passions," reflects Guinaudeau. By understanding and catering to the needs of this diverse consumer base, the toy industry can unlock a significant, growing market segment. This isn't just about selling products; it's about creating and nurturing a culture of play for all ages.

About BrandTrends Group:

The BrandTrends Group is a unique, multi-country provider of marketing research, focusing on brand, lifestyle, consumer behavioral and attitudinal trends, with a particular focus on children, youth, and families. 

Their experienced researchers and analysts are renowned in the industry for their expertise in monitoring brand performances, consumer attitudes and behaviors across up to 53 markets annually, making them a reliable and respected authority in the field. One of their most interesting value points is their ability to look at facts from a different perspective, providing a unique reading of the true trends in the market. 

Their proprietary analytics, such as the Brand Popularity Index and Consumer Demand Gap, coupled with high-quality and accurate data enable clients to identify the best opportunities in retail activation, competitive environments, and brand line equity and design. 

As a respected and trusted leader in their field, they work with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies. 

To learn more, visit www.brandtrends.ai.