culture
Toy makers have noticed that a growing share of their customers are well past childhood, buying collectibles and building sets for themselves rather than for kids.
"Kidults" describes the fast-growing group of adult toy buyers, now making up roughly a quarter of U.S. toy sales, who purchase collectibles, building sets, and nostalgic toys for themselves rather than for children. This trend has been fueled by adults revisiting childhood favorites, collecting limited-edition figures, and using popular franchise licensing that appeals across age groups.
"Toy hobbyists" and "legacy buyers" are not the established industry term used to describe this trend; the toy industry specifically coined "kidults" to capture this distinct, sizable segment of grown-up customers.
Toy companies have increasingly designed products aimed directly at this adult market, from detailed collectible figures to elaborate building sets marketed as much for display shelves as for play, reshaping how the industry thinks about its core customer base.
culture
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