Maybe it’s just me, but lately my social feeds have been flooded with toys, games, and plushies. From LEGO sets and Jellycats to Nintendo Switches and slime, every day seems to bring a new kidult trend exploding across the internet. What’s interesting about these trends is that it seems to be adults, not kids, driving popularity and demand. 

Indeed, adult spending on toys for themselves – accounting for over a nearly a third of toy sales – and demand for nostalgic playthings is booming, across the generations. As I’ve noticed these trends emerging into frenzies – Labubu-vendor Pop Mart pausing sales in an attempt to curb customers fighting in queues, for example – I wondered: how and why has the kidult trend come about? And what are the implications for brands? Using the latest data from Yonder’s Omnibus, I set to find out. 

Evolution of the ‘kidult’ 

What is clear is that this is more than just a flash in the pan trend. Kidults seem to have emerged from a fundamental cultural tension between traditional expectations of adult progression and the economic realities that make this path increasingly unattainable. As inflation and the housing crisis bite and job markets remain volatile, many young people find themselves in extended adolescence. Well over half of our respondents (57%) felt that engaging with toys or playful products was in response to these challenges.  

A natural byproduct of economic and social pressures is stress and anxiety, and playthings have been reframed as legitimate tools for mental wellness. Where 69% of people are engaging with the category to manage these emotions, a LEGO set is clearly much more than a toy, it’s a portal to self-soothing Sunday mornings and a feeling of taking back control. Contrary to assumptions, it is not just Gen Zs or Millennials that are doing this – 73% of people aged 45-54 and 55-64 also use toys in this way.  

But it isn’t all about survival mode. A third of adults feel that engaging with these items sparks creativity and joy and nearly half feel they are a way to connect with communities. Social media is also fuelling this in ways unseen before, with creators sharing unboxings and nostalgia hauls, and brands becoming overnight sensations on Reddit, TikTok and Instagram. What was once private play has become performative, shareable and socially validating, transforming consumption into content creation and community participation.  

The Opportunity Across Sectors 

This data highlights an opportunity for outside of toys and games, to foster happiness and calm, as my colleague Christina Herbach recently discussed in Ad Age. Brands that understand the emotional resonance of joy and the fundamental importance of play can become trusted companions in a turbulent world. 

So, how can you tap into the foundations of this trend?  

• Create community: Play is inherently social so whether it’s through fan events, online clubs or content co-creation, engagement strategies need to consider how to create community beyond individual transactions to build loyalty and love.  
• Lean into senses: Consumers are chasing that dopamine hit, and brands can tap into it through storytelling that evokes childhood memories. The rise of ASMR and sensory trends has put all five senses in the spotlight. Think nostalgic visuals, satisfying sounds and playful, interactive packaging. 
• Design for display: Elevated aesthetics, collectible formats and limited editions add adult appeal. Items are for show and tell, not for tidying away.  
• Revive, don’t replicate: The most successful brands do not just regurgitate things from the past. They apply modern, unexpected twists. Nostalgia doesn’t mean old fashioned, and innovation keeps it fresh. 
• Scarcity is the name of the game: Think how ecstatic you were as a child when you found your first Pokémon shiny. Limited editions are part of the fun and can help drive up the hype.  

The future is playful 

The kidult revolution isn’t a passing trend, it’s a powerful cultural shift rooted in emotion, identity and community that is closely linked to economic and social challenges. Brands that tap into the joy, nostalgia and creativity of play can unlock cross-generational loyalty and real commercial impact. Whether you sell toys or tech, now’s the time to think playfully, or risk being left on the shelf.