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Nostalgia and the growing Kidult market In recent years, the Kidult market has undergone a resurgence in popularity, with the impact of COVID-19 accelerating this growth. It’s now more important than ever that distributors and retailers offer unique products for this audience in order to capitalise on the renewed consumer interest and differentiate themselves within the competitive market. Konrad Hoenig, CEO at Aquarius, explores the company’s unique offering, the rise of the ‘Kidult’ market and how nostalgia has played a crucial role since the outbreak of COVID-19. The Rise of the Kidult Market First coined in the 1950s, the term ‘Kidult’ was used to refer to adults who enjoyed television programmes marketed at children. The new market acknowledged an appetite amongst adults to recapture memories and emotions first felt in their youth. Since then, the ‘Kidult’ industry has gone from strength-to-strength. Identifying this trend, the toy and gifting industry has also developed offerings for the Kidult market, creating licensed products designed to appeal to adult fans.This has enabled retailers to tap into a highly engaged and rapidly growing market.
The Impact of COVID-19 This trend was accelerated by the COVID-19 pandemic. To illustrate, NPD reported that the ‘Kidult’ market accounted for 27% of total toy sales in 2020. Building sets, games, puzzles and collectables were among the top toy categories purchased by Kidults, who had more expendable income during the pandemic than other demographics. As countries across the globe witnessed unprecedented times - lockdowns, furlough and increased time indoors - people naturally found comfort and entertainment in childhood hobbies and interests. Brands such as LEGO and Hornby witnessed substantial sales growth over the lockdown period, providing light relief for both kids and adults stuck in isolation. As consumers begin to emerge from a pattern of lockdowns, retailers and distributors alike are acknowledging the influence the Kidult market will play within the future of the sector. This continued interest in nostalgia brands is aided by trends seen within other markets, such as television. Netflix’s recent acquisition of cult-favourites such as The Office, Seinfeld and Friends is further encouraging a renewed consumer interest in familiar and beloved charac-
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ters from their childhood. Toy, games and gifting distributors must be ready to cater for this demand, or risk falling behind. Tapping into this Growing Audience Identifying a gap in the market for a brand that specifically targets Kidults, NMR introduced one of its flagship brands, Aquarius in 2002. Targeting adult fans, with products suitable for the young and the young at heart, Aquarius takes an innovative approach to licensing, creating games, crafts and gifts, from mainstream nostalgic brands, such as Friends and Harry Potter, through to endearing staples, like Peanuts and Garfield. Aquarius’s products are equally unique, offering a fresh take on traditional formats to help retailers truly stand out from the crowd. For example, its successful Vuzzles product line features a 300-piece puzzle packaged in a traditional VHS box to create a truly unique gifting product. With the Kidult market showing no signs of slowing down, distributors must acknowledge the important role nostalgia will continue to play in the toy market over the coming years. Building on its international success, Aquarius has launched into the European market for the first time this year to bring its unique approach to licensing to new distributors, retailers and consumers.
