Once confined to childhood memory, nostalgic toys are now enjoying a major comeback—driven not by kids, but by adults. The kidult toy trend is booming worldwide, with data showing that nearly 28% of all toy sales now come from adult collectors. From revamped classics like Tamagotchi and Care Bears, to blind-box collectibles like Labubu, this movement blends emotional comfort, community, and high-end craftsmanship. In this article, we explore what’s fueling this trend, why it matters, and how parents and playful adults can engage with it in a mindful way.
What Is the Kidult Toy Trend?
The term “kidult” refers to adults who purchase toys for themselves—often for nostalgia, community bonding, or stress relief. Rogier trends reveal that nearly one-third of global toy sales are now driven by adults, not children.
Major toy brands including LEGO, Hasbro, and Mattel have launched premium collectible lines—LEGO Botanicals, Funko Pops, and licensed action figures aimed solely at adult fans
Why Adults Are Buying Toys Again
Nostalgia & Emotional Comfort
The global pandemic triggered a wave of introspection; adults sought familiar joys, leading to spikes in toy purchases—Lego and trading cards surged as stress-relief tools .
Collectibility and Community
Blind-box toys and limited-edition releases like Labubu, Jellycat, and Crybaby exploded in popularity—driven by viral fandoms on TikTok and resale platforms like Depop and StockX.
A Valuable and Growing Market
Circana and Informa report adult-led toy sales growing at an industry-leading pace—with Europe alone seeing €4.5 billion in revenue from kidult fandom in 2023, and projections of continued expansion
Global Overview & Regional Highlights
North America: Adults represent ~14% of toy sales, spending over $9 billion annually.
Europe: €4.5 billion in kidult-driven revenue during 2023, up year-on-year.
Asia & Middle East: Asia’s anime and collector culture drive premium toy consumption, especially in China and Japan.
Despite overall toy market declines, adult sales have stabilized growth, keeping global revenue steady in 2024.
Spotlight on Iconic Retro Toys
Care Bears
Originally launched in the early 1980s, Care Bears have sold over 1 million units in the UK alone since their reboot—now emphasizing diversity and inclusivity.
Tamagochi
This digital “pet” toy returned stronger than ever. Its modern version features Wi-Fi connectivity, friend interactions, and virtual LEGO-style upgrades—doubling in global sales recently.
Subbuteo, Pac‑Man, Top Trumps
These retro game franchises have expanded into adult markets, with new board games and tournaments drawing hundreds of collectors worldwide .
Collectibles Craze
Figures like Labubu, Jellycat, and Crybaby sold via blind boxes have become fashion accessories and high-ticket collectibles in 2025—not only toys but status symbols.
Why It Matters for Families & Kids
Play Across Generations
The kidult trend isn’t limited to solitary collecting. It fosters family play: parents sharing toys they loved, kids discovering stories behind them, and both generations bonding through whimsy.
Mental Health & Creativity
Research links nostalgic and creative play to stress relief, emotional regulation, and improved well-being—benefits that adults can model for children in playful learning.
Sustainability and Reuse
High-end collectibles often endure for years. Many collectors keep unopened items or trade rather than discard—raising eco-conscious standards within hobbies.
Kidult Picks to Know & Try
Whether you’re a nostalgic parent or a curious kid, here are popular categories and examples to explore:
For Built Complexity
LEGO Botanicals or Architecture Sets (high detail, start around €150)
Premium Star Wars, Marvel or Transformers collectible models
For Collectible Surprise Fun
Pop Mart Labubu blind boxes
Jellycat plush toys (sold every 15 seconds during holidays)
Funko Pop! licensed figures
For Shared Board Game Nights
Tips for Parents & Collectors
Play Thoughtfully
Avoid clutter: collect what you love, display cherished pieces, and keep toys safe for future generations. Consider secondhand markets or swaps when interests change.
Foster a Kidult-Kid Mix
Combine nostalgic classics with modern interactive toys to teach kids about play culture, creativity, and heritage.
Set Healthy Boundaries
Model moderation: collectibles are investments in joy—not impulse buys. Encourage meaningful play over compulsive collecting.
What Drives the Future?
Hybrid Innovation
Look for collaborations that merge craft toys with tech: AR-enabled classic figurines, nostalgia drives new digital tie-ins, or blockchain collectibles with a retro twist.
Eco & Exclusive
Brands launching sustainable toy lines (e.g. LEGO’s wood-inspired Botanicals or PlanToys using recycled materials) are aligning with both environmental values and collectible quality .
Social & Community Features
Pop culture events like Comic Con, capsule resales on Depop or StockX, and collectible fandom groups ensure that the kidult market stays socially vibrant and globally connected.
Conclusion
The kidult toy trend is more than nostalgia—it’s a global movement uniting creative expression, well-being, and shared memory. As adults rediscover the joy of play, they also open doors for meaningful family experiences and new cultural connections.
Whether you’re browsing LEGO sets for display, enjoying a blind-box reveal with friends, or introducing your child to your favorite childhood franchise, this trend redefines play as lifelong, inclusive, and unexpectedly profound.
