The world of toys, long associated exclusively with children, has been quietly undergoing a major transformation. Today, thousands of adults across the globe are spending time — and money — on products that once seemed reserved for childhood. This growing behavior has a name: Kidult, a blend of “kid” and “adult.”
More than just a fad, this phenomenon reflects deep changes in consumption, emotional well-being, and how adults deal with stress and nostalgia.
What Is the Kidult Lifestyle and Why Is It Growing?
The Kidult concept goes far beyond toy collecting. It represents a lifestyle that values playfulness, comfort, and nostalgia. Adults who identify with this trend purchase items like plush toys, collectible figurines, retro video games, and even clothes featuring childhood characters.
This movement gained momentum during and after the pandemic. In a time marked by emotional instability and uncertainty, returning to childhood-related items brought a sense of safety, lightness, and comfort.
Nostalgia as a Driving Force for Consumption
One of the biggest drivers behind the Kidult trend is emotional nostalgia. Toys like LEGO sets, action figures, or plush toys such as Jellycats evoke memories of simpler times, free from heavy responsibilities.
By acquiring these items, many adults feel they are reclaiming important parts of their identity, reconnecting with dreams and happy moments long forgotten. This emotional connection is powerful and has proven to be a valuable force in the market.
Toys Are No Longer Just for Kids
Some brands have embraced this new audience, launching products specifically designed for adults. LEGO, for example, now offers kits for 18+ audiences with complex builds and themes like art, architecture, and classic films.
Jellycats — high-quality, ultra-soft plush animals — have become popular as both décor and comfort objects for young adults. Funko Pop figures also dominate the scene with their minimalist, collectible designs featuring pop culture icons.
This kind of consumption shows that adults aren’t just looking for entertainment — they’re also seeking self-expression through play.
The Role of Social Media in the Rise of Kidults
Platforms like TikTok, Instagram, and YouTube play a central role in expanding the Kidult trend. Influencers post unboxing videos, display their collections, share tips on rare finds, and talk openly about the emotional impact of each purchase.
These posts foster instant identification and help normalize the behavior, which once may have been dismissed as childish. Today, being an adult who loves toys is not a source of embarrassment — it’s a way to connect, express joy, and build community.
Beyond Consumerism: Self-Care and Mental Wellbeing
For many, buying toys has moved beyond hobby territory — it’s a form of self-care and emotional wellness. Sleeping with a plush animal, spending weekends building model kits, or decorating a room with nostalgic figures has become a legitimate way to reduce stress, stimulate creativity, and create personal joy.
This aligns with the slow living movement, which encourages people to slow down and find deeper meaning in small, joyful moments.
Popular Kidult Products That Are Trending Now
If you’re still unsure how big this movement really is, here are some of the most sought-after products by adults with a love for childhood joy:
- Jellycats: Soft plush toys from the UK with unique designs and high-quality finishing, often used in décor or emotional therapy.
- Funko Pop: Vinyl figures with oversized heads, representing pop culture icons, musicians, anime characters, and even historical figures.
- LEGO for adults: Advanced building kits including famous landmarks, vintage typewriters, and Star Wars ships.
- Retro Tamagotchis: The classic digital pets are back, with modern updates and the same nostalgic charm.
- Miniature cars and bikes: Highly detailed models for adult collectors and motorsport fans.
A New Way to Think About Growing Up
Being an adult today no longer means giving up imagination, lightness, or the joy of play. The Kidult movement shows it’s possible to balance responsibility with fun and emotional reconnection.
In practice, this not only transforms the toy market — it redefines how we view adulthood itself. Growing up doesn’t mean you have to stop playing. It means you’ve learned to value your inner child and the simple pleasures they bring.
