Kidults: Play Knows No Age

This year’s fair further evidenced how the kidult market has become an increasingly significant force in the toy industry. Kidults are not just consumers; they’re enthusiasts and passionate collectors. Kidults now account for a significant share of the market, with brands dedicating up to 20% of their focus to this demographic (Circana & Generation Media, ‘Toying with Future’).

More and more franchises, from Harry Potter to Star Wars, are embracing their cross-generational appeal, and extending their mega-IP toy and games offerings to adult consumers. But it’s not just major franchises that are capitalising on this increasingly important market, as more niche hits like Sonny Angels tiny collectible figurines (propelled to fame via TikTok) are captivating older kids, teens, and kidults alike. We also recognised that the market for graphic and scare focussed toys, inspired by horror franchises like Creepypasta,continues to increase – with several brands broadening their product offering in this space. These products appeal to kidult collectors and hobbyists seeking to satisfy their scare craving.

In 2025, we are likely to see a continuation of this kidult trend, with more brands moving away from the traditional “children-first” product development approach and instead exploring ways to capitalise on the play and collectible needs of older audiences.

Bluey: A Global Phenomenon

We saw Bluey collaborations feature prominently across a wide range of toys and games at Toy Fair. Bluey represents a golden opportunity for toy developers to capitalise on a passionate and expanding fanbase. We saw successful Bluey partnerships across the fair, with its themes and characters cleverly interwoven into a range of play scenarios.

This growth of the Bluey IP is expected to accelerate with the upcoming release of Bluey’s first feature film in 2027, creating a golden opportunity for expanded collaborations in toys and games, particularly focusing on secondary characters. The show’s heartfelt storytelling, relatable family dynamics, and whole family appeal have helped, cement its status as a cultural phenomenon that toy developers simply cannot ignore.

ASMR Toys: Play Meets Self-Care and Comfort

It was clear at Toy Fair that autonomous sensory meridian response (ASMR) toys are an increasingly ever-present product range within the industry. We witnessed ASMR toys utilising an array of creative sensory designs and interactive elements to engage and relax their users. From DIY slime kits to satisfying sensory plushies, these toys are playing a positive role in providing well-being and comfort to people of all ages, offering a stress remedy and self-regulating alternative for kids away from screens and tablets

ASMR toys have also become a cultural phenomenon on platforms like YouTube and TikTok. ‘ASMR creators’ film themselves playing with these toys, amplifying their sounds and visuals for audiences. The growing popularity of these products reflects an increasing focus on mental wellbeing, and an increasing need for toys that support the emotional development of children and adults alike.

Closing Thoughts: Play for Everyone

Toy Fair 2025 reinforced that play is no longer bound by age or convention. Whether it’s the nostalgic allure of kidult fandoms, the widespread appeal of Bluey, or the simple satisfaction of ASMR-inspired toys, the toy industry is finding new ways to connect with people of all ages.

The shift towards products that hold universal cross-generational appeal signals a broader change in how we view play. As we look ahead to 2025, it’s clear that the toy industry must adapt to a market where the lines between kids, parents, and kidults are increasingly fluid. This evolution calls for a focus on emotional resonance, shared moments, and a more inclusive approach to marketing – ensuring that play remains a universal experience for everyone.

Reference List

Generation Media x Circana: Toying with the Future Event, Toy Fair 2025

Digital Natives

The digital native generation continues to redefine the way kids interact with the world. In 2023, we saw an even deeper integration of technology into children’s lives. From early exposure to coding and robotics to the rise of educational apps that make learning fun, kids are not just consumers of technology but active participants in its creation.

Eco-Friendly Play:

With environmental consciousness on the rise, kids in 2023 have been increasingly embracing eco-friendly practices in their play and lifestyle choices. Sustainable toys, eco-themed educational materials, and a growing interest in nature-based activities were all part of the eco-consciousness of kids in 2023.

Inclusive Entertainment:

The demand for diverse and inclusive content is influencing the entertainment landscape for kids. Streaming platforms and children’s programming are adapting to reflect a broader range of cultures, identities, and experiences. Kids are not only seeking characters that look like them but also stories that resonate with a global audience.

DIY Everything:

The do-it-yourself (DIY) trend continued to captivate young minds in 2023. From crafting and building to cooking and science experiments, kids are embracing the joy of creating something with their own hands. This trend not only fosters creativity but also promotes a sense of accomplishment and self-expression.

Retro Resurgence:

Nostalgia has made a comeback, with a resurgence of interest in retro toys, games, and fashion from the past. Classic cartoons, vintage video games, and even throwback fashion styles are finding their way into the hearts of a new generation, bridging the gap between the past and the present.

Wellness for Kids:

The importance of mental and physical well-being is gaining recognition in kids’ trends. Mindfulness practices, kid-friendly yoga, and wellness apps designed for children are becoming more popular. Parents and educators are recognising the significance of teaching children to prioritize their mental health from a young age.

Educational Gaming:

The gamification of education took centre stage in 2023. Interactive and educational games are being embraced as effective tools for learning. From maths and science to language and history, kids are engaging with content that is both entertaining and educational, blurring the lines between play and study.

The trends that shaped the world of kids in 2023 are creating a narrative that reflects the values, interests, and aspirations of the younger generation. As we unwrap the influences that have shaped the past year, it’s clear that kids in 2023 have navigated a dynamic and ever-changing cultural landscape, marked by innovation, inclusivity, and a genuine concern for the world they will inherit.

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