In tough times, everyone’s looking for escapism – and that’s where the ‘kidult’ phenomenon comes in. We have all seen the crowds of adults watching a Marvel superhero movie, or have friends or relatives who play Settlers of Catan or get enthused about a new limited-edition Hot Wheels model.
But ‘kidults’ go further than the stereotypical nerds. Research has shown that seven out of ten parents admit they buy toys for kids that they also enjoy themselves, while adult spending on toys and games accounts for 29% of the UK market – and is especially pronounced among millennials.
This is a huge opportunity – not just for toy and games brands, but for companies in a range of sectors. Kidults are a prime example of where culture and community, two of the most influential factors in brand engagement and purchase, converge.
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