Special Feature - Mattel

Mattel targets Kidult market at Spielwarenmesse 2024

Firm in its belief that play is for everyone and no one is too old to play, Mattel heads to Spielwarenmesse 2024 to shine a spotlight on its raft of Kidult toy ranges as the fair itself does the same thing via its Life’s a Playground theme. Here, the company tells Toy World readers why this sector is so important and how its latest launches will keep fans of all ages engaged.

The adult fan base (AKA: Kidults) is nothing if not diverse, encompassing dedicated car enthusiasts, franchise lovers and gamers as well as everyday players influenced by trends or viral topics. However, Kidults are not just hardcore collectors: they’re also casual fans who may just want to remember their childhood, whether that’s through Barbie homeware, a Polly Pocket version of Friends’ most popular locations, or Little People versions of other favourite TV characters such as Ted Lasso.

The adult fan market is also growing globally and expanding rapidly in the US. Kidult toy sales increased by $3.9b in 2022 compared to 2020, with 80% of that growth taking place in 2021 and continuing to progress through 2022. Europe has also seen major Kidult growth, with toy sales for adult fans increasing by 1b. Around 58% of Mattel’s adult fans are parents, meaning the company’s brands resonate not only with individual preferences but also within family contexts. For example, mums might buy themselves a Barbie signature doll for display while also purchasing a fashionista doll for their kids to play with. Nostalgia plays a pivotal role, motivating 37% of adult fans' purchasing decisions. Mattel brands tap into this, from its very own core brands to licensed partners such as Super Mario, Ninja Turtles, Star Wars and WWE.

As a leader in the toy space, Mattel offers a wide variety of toy ranges that appeal to consumers of all interests and ages as well as varying budgets. Its brands also offer longevity. Hot Wheels, Thomas & Friends and Barbie are cornerstones of grandparents’ and parents’ childhoods and are products they will continue to interact with throughout their lives.

The success of the Barbie movie illustrates how brands can evolve. What started as a children’s brand is now a keystone of the cultural zeitgeist. Mattel has harnessed these moments to further connect with fans of all ages, creating a broad range of products spanning everyday dolls to high-end collectibles. The company also collaborates with best-in-class partners such as Universal, Warner Bros., Disney, WWE and others around the world to achieve an unmatched portfolio guaranteed to delight adult fans.

Under the Mattel Creations platform, the company also produces high-end collectibles that offer room for self-expression. Mattel Creations sets out to create a new category connecting adults to toys and toys to art, offering an unrivalled experience in terms of what’s possible when adults and play collide.

Read on to find out what Mattel will be showcasing at Spielwarenmesse 2024 in Hall 12.2, Stand P-15.

The Hot Wheels Premium 1:43 Scale Vehicle range offers officially licensed replicas for adult collectors complete with Real Riders tyres and Metal/Metal bodies and chassis.

Each Hot Wheels Premium vehicle features premium details for the ultimate in collectability and is slightly larger than the traditional Hot Wheels car. There are authentic decos on the officially licensed replicas. The Real Riders tyres, Metal/Metal body and chassis appeal to adult collectors who desire elite execution.

There are 15-20 parts used in the construction of each collectible car, which may include headlights and taillights. With this level of detailing and style, these model cars look great whether being used for display or for play and are designed for adult collectors craving the premium execution of the Hot Wheels cars on a larger scale.

The Hot Wheels Pop Culture assortment comprises die-cast Hot Wheels toy cars, trucks or vans on a 1:64 scale, all based on popular movies, TV shows or video games.

Fans can celebrate the hottest pop culture properties with these high-quality Hot Wheels vehicles. Each 1:64 replica has authentic details true to the source material and features a Metal/Metal body and chassis as well as Real Riders tyres. The themed packaging boasts display-worthy art for enhanced collectability and various assortments are released throughout the year to ensure fans always have access to fresh selections featuring the coolest, hottest names in popular culture.

The collectible Barbie Movie Skating Doll and Ken are sure to turn heads in an inline skating outfit pulled straight from the Barbie movie. Barbie wears a colourful leotard with a hot pink visor, matching biker shorts, and neon Impala inline skates. Created in the likeness of Margot Robbie, who played Barbie in the feature film, this doll makes a great gift for fans and collectors alike. Ken, meanwhile, wears a hot pink tee and colourful matching shorts complete with a visor, knee pads and neon Impala inline skates.

Polly Pocket brings the beloved TV series Friends to life in an exclusive collector compact, part of the brand-new Polly Pocket Partnership collector series. The iconic coffee cup exterior opens to reveal three nostalgic locations from the show. Fans can have a laugh around the couches at Central Perk with all six characters reimagined as micro dolls. Nine accessories and fun features offer Easter Eggs and play & display moments that capture popular scenes: they can take care of Chandler's pet chicken in the apartment or act out the iconic Thanksgiving scene, in which Joey gets a turkey stuck on his​ head. This collectible compact is ideal for Friends and Polly Pocket fans alike. They can also act out a performance on the Central Perk stage with Phoebe, kick back in the recliners at Joey and Chandler's, or make dinner in Monica's apartment. ​For additional fun, the accessories peg into different areas of the compact such as the Central Perk stage and apartments.

Perfect for collectors, this set comes in premium displayable packaging with high quality materials and intricate details that celebrate the Friends fandom.

Although the Masters of the Universe Origins Action Figure Assortment is inspired by the original cartoons from the '80s, the figures have distinctly modern features. At a 5.5” scale and with 16 moveable joints, these nostalgia-inducing MOTU action figures can match poses from the 1980s episodes or be used to create all new moves and scenes. The figures have straighter legs, rounded shoulder muscles and an overall more realistic build than their cartoon design. Each figure comes with an all-new battle accessory that harks back to the original content as well as a mini comic.

The Masters of the Universe Origins Cartoon Collection action figures, meanwhile, will bring back fond memories of the 1980s. Key characters are featured with a modern execution of their 80s looks and 16 articulated joints that allow maximum posability and battle readiness. ​Each MOTU Origins Cartoon Collection 5.5” figure comes with a themed mini-comic book to provide story context and at least one accessory to accentuate storytelling or enhance an Eternian display.

Offering something new and unique, the Masters of the Universe Origins Turtles of Grayskull posable action figures are the result of a crossover between Teenage Mutant Ninja Turtles and MOTU.

These toys represent an exciting overlap of these iconic worlds. Each 5.5” action figure has 16 posable joints. The Turtles figures are outfitted with Eternian-style battle gear and the MOTU characters with Turtles-inspired armour. An included mini-comic illustrates the crossover storyline to help ignite creative action play covering both universes, and each figure comes with at least one story-related accessory. Nostalgic graphics on the packaging honour the heritage of TMNT while illustrations reflect the multi-dimensional drama.

The Turtles of Grayskull make great gifts for MOTU and TMNT enthusiasts aged six years and older. Fans can collect all the figures as many of the accessories are modular and can be combined, swapped and shared.

Star Wars Grogu 4.0 is a plush toy inspired by the fan-favourite Star Wars character that will delight both kids and collectors.

If You Were, an adult party game, has players asking ridiculous questions and pointing fingers to win. There are no judges for this game: instead, the majority rules. The active player draws a question card and reads it aloud. There are two types of cards: multiple choice, where players vote with their fingers (1-5), and single question cards, for which fingers are pointed at other players. Questions might require players to think about who is most likely to get taken out first in a horror film or become embroiled in the first political sex scandal. Then, all players vote. Scoring Wheels help players easily keep track of points. The players in the majority each get a point (and bragging rights). If You Were a Party Game is a hilarious adults-only, laughter-inducing game and is a great addition to any game night, birthday party or bachelorette party.

This Jurassic World Carnotaurus dinosaur figure is the latest addition to the Hammond Collection dinosaur line-up. Measuring 17” long, this premium Carnotaurus figure has a posable wired tail, glass eyes and content-accurate deco reflecting its starring scene as the fierce antagonist during the volcanic-eruption in Jurassic World: Fallen Kingdom, where it faces off against the iconic T. rex (sold separately). This detailed figure of this large dinosaur species is highly posable, with a generous 18 points of articulation.