{"id":9212,"date":"2022-06-09T14:14:19","date_gmt":"2022-06-09T14:14:19","guid":{"rendered":"http:\/\/localhost:10151\/?p=9212"},"modified":"2022-06-15T14:16:30","modified_gmt":"2022-06-15T14:16:30","slug":"luke-rossi-kidults-where-culture-and-community-meet-and-then-argue-over-who-is-the-best-spider-man","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/luke-rossi-kidults-where-culture-and-community-meet-and-then-argue-over-who-is-the-best-spider-man\/","title":{"rendered":"Luke Rossi: Kidults: where culture and community meet &#8211; and then argue over who is the best Spider-Man"},"content":{"rendered":"<p>In tough times, everyone\u2019s looking for escapism \u2013 and that\u2019s where the \u2018kidult\u2019 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.<\/p>\n<p>But \u2018kidults\u2019 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 \u2013 and is especially pronounced among millennials.<\/p>\n<p>This is a huge opportunity \u2013 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.<\/p>\n<p>Read more on <a href=\"https:\/\/www.creativebrief.com\/bite\/trend\/guest-trend\/kidults-where-culture-and-community-meet-and-then-argue-over-spider-man\">Creative Brief<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In tough times, everyone\u2019s looking for escapism \u2013 and that\u2019s where the \u2018kidult\u2019 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 \u2018kidults\u2019 go further than the [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-9212","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Luke Rossi: Kidults: where culture and community meet - and then argue over who is the best Spider-Man - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/luke-rossi-kidults-where-culture-and-community-meet-and-then-argue-over-who-is-the-best-spider-man\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Luke Rossi: Kidults: where culture and community meet - and then argue over who is the best Spider-Man - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"In tough times, everyone\u2019s looking for escapism \u2013 and that\u2019s where the \u2018kidult\u2019 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. 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