Specials by Spielwarenmesse

Toys for Kidults

The adult toy market has been booming for years. According to a study by the market research institute BrandTrends Group, more than three quarters of respondents up to the age of 33 consider themselves to be children. For those aged 45 to 65, the figure is even more than half. The potential for the toy market is huge: 67% of respondents aged 18-65 say they are interested in buying two or more toys a year for themselves.

Playing adults have thus become a relevant target group with purchasing power, offering enormous opportunities to expand the product range and increase sales.

This extraordinary interest in a new target group earned the special 'Toys for Kidults' area a place in the best location of Spielwarenmesse at Eingang Mitte. Nobody could avoid the topic of kidults here.

The interactive world of experience 'Toys for Kidults' on around 150 m² was the crowd-puller at Spielwarenmesse 2025. The categories 'Collectibles', 'Creative Fantasy' and 'Tabletop Games' reflected the different areas of interest of the adult target group and offered plenty of product inspiration that no toy shop should be without. A wide range of games could be tested in detail under the guidance of experienced promoters in a variety of live activities, and a photo spot guaranteed unique motifs. In-depth presentations in the Toy Business Forum rounded off the package. Did you miss it? The videos are available on demand here:

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

Magazin

Echte Kidults auf der Spielwarenmesse

Magazin

Es lebe das innere Kind