Why Gen-Z and millennials can't stop buying toys, plushies? Kidulting explained

India Today

2 days ago

As kids, we all wanted to fast forward our lives into adulthood and just be old enough to be able to make decisions by ourselves, have the freedom to make plans with friends at night, travel, and more. It's only when we actually hit that phase that we think, "adulting is hard, I want to go back to being a kid."advertisementSomewhere between going out to play every evening and now paying bills, we all grow up. But one thing that echoes across adult conversations is the idea of keeping the inner child alive. And well, let's just admit it: trust millennials and Gen Z to show you how.Now, if you look around at the current craze, it's the oddly cute (or not) Labubu dolls hanging by the side of designer purses, adults sleeping with plushies (sometimes those with heartbeats), or rushing to stores to get their hands on limited-edition cartoon collectables – they are all a testament to kidulting culture. View this post on Instagram A post shared by @stitchholder_
Or maybe you know a 33-year-old being super excited about the Miniso X Harry Potter collab and buying that Hedwig plushie? Yes, we know that purchase isn't for a kid but an adult, and it is umm... ok.advertisementThis is what makes up the 'kidult' phenomenon, because who said that adulting means leaving your childhood behind?Kidults - Rediscovering joy one toy at a timeKidult, as the name says, is about adults who enjoy indulging in the child-like j(t)oys of life.It might seem like just another viral term cooked hot off the internet, but it actually dates back to the 1980s. It first appeared in Times on 11 August 1985 in the article 'Coming Soon: TV's New Boy Network.' Back then, it was intended with dual meanings - one, a child who pretends to be mature, and two, a childish adult. The latter stayed. It 'refers to a social phenomenon in which a growing generation of adults enjoys having fun.'Therefore, the only thing 'new' about kidulting is that it's no longer just a phase or a trendy term but has smoothly slid into the DMs of the youth. Believe it or not, the data says it.According to market research company Circana, the kidult demographic is a key driver in the toy industry.
Different sizes of Hedwig-shaped plushies (Photo: Instagram/ Miniso India)
'Adults (18+ years) have been the fastest growing age group in the toy market over the last two years with a 5.5% increase in sales, while adolescents (12–17 years) grew by 3.3%. In sharp contrast, sales for children have fallen significantly since 2021, with spend-per-child also declining,' a 2024 report says.Adults aged 18 and above are now considered the pivotal age group for the toy industry in the US market alone. So, the only rightful question to ask now is: why and how?Different reports and experts from the field have highlighted the key trigger points driving the expansion of this demographic: nostalgia, collectability, fandoms, and film/entertainment collaborations. LEGO, Mattel, Pokemon, Marvel, DC, anime - these are the prominent names that repeatedly come up in studies exploring the kidult culture.From box office blockbusters to pop culture, entertainment is clearly influencing the toy market. A report by License Global forecasted that 'toys continue to be a core part of the forward strategy for brand owners looking to engage audiences via the toy aisle next year.'
This toy-making company has a specific section for adults (Photo: Lego.com)
Enough of the numbers, there is a psychological purview too.There are certain psychology-backed standpoints around why this cultural shift is happening.A trip down nostalgia lane offers relief from the everyday trials and tribulations, whether personal, professional or even global. No wonder, nostalgia means big money in the marketing world! Whether it's turning to puzzles, comfort plushies or even that one prized Goku figurine, these toys become safe spaces and help to reduce stress as well.Melissa Symonds, an executive director at Circana, spoke to the BBC about how the COVID-19 lockdown also played a key role in boosting kidult culture.'When the world shut people out, the privileged had the time to revisit the little joys of life. Everyone rediscovered the joys of doing puzzles, or playing games in their home, or collecting products that they particularly liked. It's actually continued since then,' she said.Having 'adult money' - a rather popular term on social media for spending self-earned money on things that bring innate joy - also enables kidulting. People often take to social media platforms to flaunt their 'adult money purchases', which mind you, are not luxury watches or cars but quirky, toy-like things. View this post on Instagram A post shared by LIUNIC ON THINGS (@liuniconthings)Not a phase but a lifestyleadvertisementPerceptions and prescriptions evolve with time. A 30-something adult playing with Pokemon cards or buying a Hello Kitty dress might have once been perceived as childish and prescribed to 'grow up.' But today, it's not just a phase or a pastime. Turning to nostalgia is now a lifestyle.
advertisementThe fashion world has got its hold on Disney-themed collections like Kanika Goyal. Fashion runways have also lately been replete with models walking with soft toys. Hello Kitty and other plushies are now adult security blankets.
Soft toys on runways have become a prominent aspect in the fashion industry (Photo: Getty Image)
advertisementMillennials and Gen Z are now seeking out cafes and gatherings to indulge in some old-school board game challenge fury! (Yes, Uno gets fiery because no one agrees on the rules!)
People are now enjoying hanging out in cafes with board games, cards and other things that evoke nostalgia (Photo: Getty Image)
For Gen Z and millennials, it's about reclaiming a peace that's lost in the hustle. It's no longer corny or childish, it's a culture.