Toy market news

No Kiddin’ Around

Why Playmobil is taking the adult fan market seriously this year and beyond


It doesn’t take a DeLorean for a journey into your own past, but it certainly does help, as more and more toy companies are seeing audience numbers increase across their kidult product offering. Among them, is Playmobil, a company that is blazing a new trail with its expanded Back to the Future line-up this year.

For Playmobil, the kidult market has become big business. In tandem with the growth of the sector across the entire market, the Germany-based international toy maker has seen ‘substantial growth’ in the kidult market over the last four years. And it’s a trend that has given us some of the most eye-bulging launches in the space to date, from Ghostbusters and Back to the Future play-sets, to the retro appeal of Scooby-Doo.

In January this year, the NPD Group confirmed the growing appeal of the kidult market; an audience now responsible for more than a quarter of toy sales. In its year-end update the group revealed that this adult and teen category now represents 27 per cent of total toy sales, up by 16 per cent since 2016. Fuelled by adults with more time on their hands over 2020, home entertainment, it would seem, no encompasses physical play more than ever before.

So it’s just as well, then, that Playmobil has plans to remain consistent with its emerging new adult audience for the foreseeable future. ToyNews catches up with Playmobil’ marketing communications manager, Adam Moore to explore the company’s success and future plans in the kidult space.