Kidult
The kidult
Feature
market comes of age
The Lego Groups Imperial Probe Droid
Kidult toys, games and collectibles appear to have benefited from a major boost since the start of the pandemic, with the sector being hailed as a strong growth category within the industry. Rachael Simpson-Jones spoke to a raft of retailers and suppliers to find out what defines a kidult, how kidult products differ from traditional toys, and how stores can carve out their own corner of this part of the toy market.
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ands up if you bought yourself a game, collectible toy, model kit or pack of trading cards during lockdown. Congratulations, you’re officially a kidult. The term broadly refers to adults who ‘enjoy or purchase activities and products traditionally intended for children’, though in the most practical sense, what constitutes a kidult is much harder to define – and varies wildly depending on who you speak to. The NPD Group, which says toy purchasing for kidults has increased 19% in the past four years, classes kidult purchases as toys bought by or for anyone over the age of 12 years old. Midco Toys’ Dave Middleton leans more towards kids aged 16 and above and Paul Reader, Toymaster’s marketing director, says he sees kidults as anyone aged 20 or above. I do love a consensus. To try and get a clearer picture of what a kidult is and isn’t, we spoke to several retailers within the space, asking how they can tell a purchase is a kidult one, as opposed to simply an adult buying a toy for a child. Unfortunately, a lot of what I was told is too tongue in cheek to include, but Dave Tree, owner of All The Cool Stuff in Fordingbridge, Hampshire, was kind enough to offer some (printable) insight. “The price point of the product is a giveaway; when an adult is dropping £50+ on a whim, it’s for themselves - rarely outside of birthdays and
Christmas do you see that kind of purchase being made for kids,” he tells me. “Another is the length of time a shopper will spend looking at multiples of the same thing, looking for the ‘perfect example’ before making a purchase. The kidult market depends on raising awareness of each product far in advance of its release; more often than not, if you engage with a potential customer, they will tell you exactly what they are looking for in detail. That specific knowledge is often another clue you’re dealing with a kidult.” I then asked how Dave distinguishes between the products themselves – kidult, or kid? “Packaging is usually the first clue,” he comments. “If there is any hint of nostalgia in the packaging, it’s aimed at the parents. Then play value - does it do anything, or just look pretty? If it is meant to sit on a shelf and be admired, it’s kidult.” Matt Booker, meanwhile, the owner of Corsham Toy Shop and Automattic Comics, told me: “I’ve run a comic book shop for 27 years and written for numerous fan sites too - I can spot kidults a mile off. Last year, something did take me by surprise, though. I sold a Lego Technic Land Rover to a guy, and I was sure it was for him, but then he asked me for a bag to hide it in. It turned out it was a gift for his 80-year-old mother, who was waiting in the car outside. I’m not sure what you’d have called her. Granult, perhaps?” Setting aside efforts to pin down exactly what
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a kidult or kidult purchase is, what we know for sure is that this is currently an area attracting a lot of attention. During the pandemic, with many consumers enjoying more disposable income (and time) than they would usually have, sales of games, puzzles and construction kits boomed, with a significant number of those purchases made by kidults. Mid-January to March is usually one of the quietest times of the year for All The Cool Stuff, Dave tells me, but during the third lockdown people appeared to need the distraction of a new hobby, as the novelty of staying at home all but vanished. “The resignation and frustration helped fuel purchases during what is otherwise a quiet time of year,” he notes. Lego was a major beneficiary of this; Marius Lang, UK & Ireland head of marketing at The Lego Group, says data shows that its 18+ sets have been selling particularly well, suggesting an influx of Adult Fans of Lego, or AFOLs, as they are affectionately known by the leading construction company. “We know from our adult fans that the joy of Lego building transcends age as well as gender and culture – Lego Play really is for everyone,” explains Marius, when asked why Lego appeals so strongly to grown-ups. “The timeless, creative play opportunities that Lego bricks offer are loved across generations, and our adult fans tell us they build to relax and get
