In recent years, adults have been rediscovering the joys of childhood, driven by a wave of nostalgia that's leading to a surge in toy and game purchases originally meant for kids. From the revival of Zoo Pals paper plates to the reimagined American Girl dolls for adults, the trend of adults indulging in childhood pastimes is on the rise. This FAQ will delve into this phenomenon, answering common questions about why adults are embracing their inner child and the factors contributing to this trend.
1. Why are adults buying toys and games intended for kids?
Adults are buying toys and games intended for kids because of a strong sense of nostalgia. These items remind them of their childhood and simpler times. The pandemic has also played a significant role, as it intensified feelings of nostalgia.
2. What is the significance of the term "kidults"?
Kidults are adults who engage in activities or purchase products typically associated with children. They represent around 17% of total toy sales in the United States, according to Circana data.
3. How much have toy sales for adults increased?
Toy sales for adults increased by $1.7 billion, reaching $6.4 billion from June 2021 to June 2023.
4. What drove the trend of adults buying toys for themselves?
The pandemic, which brought about heightened anxiety and an increased focus on mortality, encouraged adults to turn to nostalgic items for comfort and entertainment. Additionally, social media played a crucial role in promoting various toys, games, and collectibles.
5. How did the pandemic affect this trend?
During the pandemic, people sought ways to entertain themselves at home and in small groups, turning to social media for inspiration and ideas. This led to an increase in purchases for games, puzzles, collectibles, trading cards, and other nostalgic items.
6. Are there specific products or brands that have catered to this trend?
Yes, several brands have catered to this trend. For example, Lego introduced a line of products designed for adults, and American Girl dolls have seen increased purchases by adults.
7. How did American Girl dolls cater to adult customers?
American Girl re-released classic dolls and outfits, adding more items that appeal to adults, such as alcoholic beverages and adult-oriented food items to their in-store café menus.
8. What role has social media played in promoting this trend?
Social media, especially platforms like TikTok, has had a significant impact. Users on TikTok have created content showcasing nostalgic items and sharing ideas, which has driven more interest in these products.
9. Will this trend continue, or is there a possibility of it slowing down?
While the trend of adults buying nostalgic toys and games has been on the rise, there are indications that it could slow down due to macroeconomic conditions affecting discretionary spending.
10. Is nostalgia healthy during challenging times?
Yes, nostalgia can be healthy during difficult times. It helps people recall better times, encourages optimism, and increases a sense of meaning and purpose in life. Nostalgia also fosters social connectedness and a sense of belonging.
Conclusion: The trend of adults embracing their inner child by purchasing toys and games originally intended for kids is a result of nostalgia, intensified by the pandemic and fueled by social media. Brands are catering to this demand, and while there may be economic challenges, nostalgia remains a healthy coping mechanism. So, don't be surprised if you see adults reliving their childhood through toys and games.
