The £1 Billion ‘Kidult’ Market Toy Brands Can’t Afford to Ignore

Toys aren’t just for kids anymore. In 2023, the so-called ‘kidult’ market – adults indulging in play for nostalgia, stress relief, or creative expression – accounted for a whopping 28% of the total toy market. That’s nearly one in every three pounds spent on toys, adding up to an impressive £1 billion.

But what’s driving this trend? For many Gen Z and millennial ‘kidults,’ toys are more than just fun; they’re a way to reconnect with childhood memories in an often chaotic world. From collectibles and building sets to plush toys and action figures, brands have tapped into the demand for products that allow adults to play, collect, and de-stress.

At Highlight, we’re excited to tap into this ever-expanding audience with brands globally. Currently, we’re leading the UK launch of XOX Kweenie by Moose Toys—a range of collectible figurines, each styled as the ‘Kween’ of their unique persona, complete with premium finishes. It’s a product line that blends nostalgia with modern fandoms—making TikTok the perfect playground for lift off.

We created a dynamic, digitally led campaign for Kweenies. To immerse the brand in meta culture, we collaborated with The LDN Family, who brought the characters to life through an exclusive TikTok dance to the XOX Kweenie soundtrack, Rule My Way, filmed at Smyths Toys Superstore.

The campaign speaks directly to Gen Z passions while staying irresistibly fun for all ages.

For toy brands, ignoring the ‘kidult’ market is no longer an option. The key to success lies in understanding what makes this demographic tick. Nostalgia is powerful, but so is self-expression. Today’s ‘kidults’ don’t just want to relive their childhoods – they want toys that reflect their personalities, fandoms, and creativity.

By embracing this trend with bold, inclusive, and culturally relevant products, brands can build connections that last well beyond childhood. After all, play is timeless – and the ‘kidult’ market proves it.