Toys for Kidults

The market for toys for adults has been booming for years. According to a study by the market research institute 'BrandTrends Group', over three-quarters of respondents under the age of 33 consider themselves to be kidults. Among those aged 45 to 65, the figure is even higher, with more than half identifying as kidults. The potential for the toy market is enormous: 67% of respondents aged between 18 and 65 express an interest in buying two or more toys a year for themselves.

Adults who enjoy playing have thus become a relevant, affluent target group, offering significant opportunities to expand the product range and increase sales.

At Spielwarenmesse 2024, the highlight theme “Life's a Playground - Toys for Kidults” made its debut with a trend area in Hall 3A, proving to be a major attraction for both visitors and the press. With more than 300 broadcast minutes on radio and television and over 700 print and online articles published in 40 countries, the Kidults theme generated a  substantial media attention from mid-October 2023 to the end of May 2024. In addition to numerous German-language daily newspapers, radio and television stations, the US news agency Associated Press, the Spanish trade magazine Juguetes and the South Korean lifestyle magazine Haps Magazine Korea also reported on the topic.

This extraordinary interest in a new target group deserves a place as a permanent special area at Spielwarenmesse 2025. ‘Toys for Kidults’ will be prominently located in Entrance Mitte, making it impossible to overlook this trend.

The 150 m² interactive ‘Toys for Kidults’ experience in Entrance Mitte is sure to be a crowd-puller at Spielwarenmesse 2025. Categories such as ‘Collectibles,’ ‘Creative Fantasy,’ and ‘Tabletop Games’ reflect the diverse interests of the adult target group and provide plenty of product inspiration that no toy shop should be without. A wide variety of live activities will allow visitors to test different games under the guidance of experienced promoters. A photo spot will guarantee unique photo opportunities, and presentations on the topic in the Toy Business Forum will complete the package.

In co-operation with the experts from:

Ultra Comix - one of the largest comic and game shops in Europe, with locations in Nuremberg & Erlangen

SPIEL in Essen - the world's largest public fair for board games

Presentations and articles on the topic of kidults