Toy and Game Makers Target a 'Kidult' Market That Is Chasing Both Nostalgia—and Gains

Core Insights - The toy and game industry is experiencing growth driven by adult consumers who are purchasing items typically aimed at children, fueled by nostalgia and financial motivations [3][5][6] Group 1: Market Trends - Companies are targeting adult customers by releasing products that evoke nostalgia for cultural icons from the '80s and '90s, such as Nintendo's revival of the Virtual Boy console games and Lego's set inspired by "The Goonies" [2] - Adults have outspent other age groups on toys in 2024, with this trend continuing into the first half of 2025, indicating a shift in consumer demographics within the toy market [3] Group 2: Consumer Behavior - The rise of "pop toys," like Labubu and Wakuku, reflects a shift from niche items to lifestyle essentials for adults, as consumers seek comfort and connection through their purchases [4] - Adults are motivated to buy toys not only for nostalgia but also for community engagement and potential financial investment, as some seek rare items that may appreciate in value [5][6] Group 3: Industry Dynamics - The growing adult audience is prompting toy and game companies to cater to this demographic with products that reference popular movies and bands from the past [7] - Social media and innovative packaging strategies have contributed to the phenomenon of adult toy purchasing, alongside favorable market conditions [7]