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The rise of kidults: why adults are embracing childhood toys
In recent years, a fascinating trend has emerged: adults are increasingly embracing their childhood through toys, leading to the rise of the “kidult” phenomenon. This term, a blend of “kid” and “adult,” describes individuals who find joy and comfort in toys typically associated with children.
From Lego sets to action figures, the adult toy market is booming, and it’s reshaping the landscape of play.
Nostalgia as a driving force
Nostalgia plays a significant role in the kidult movement. Many adults, especially those who grew up in the 80s and 90s, are rediscovering the joy of their favorite childhood toys.
The pandemic, which left many feeling isolated and anxious, acted as a catalyst for this trend. People like Bob Friedland, who turned to Lego building during lockdown, found solace in the very toys that once brought them happiness. “They’re a stress reliever,” Friedland explains, highlighting how these toys can evoke positive memories and provide a sense of comfort.
The impact of social media
Social media has significantly contributed to the kidult phenomenon. Platforms like Instagram and TikTok have allowed enthusiasts to showcase their collections and connect with like-minded individuals. Sydney McKenna, a micro-influencer, shares her passion for action figures online, amassing thousands of followers.
“It has made being a kidult cool,” she says, emphasizing how social media has transformed the perception of adult toy collecting from a niche hobby to a celebrated lifestyle.
The evolving toy industry
As the demand for adult-targeted toys grows, companies are adapting their strategies.
Major brands like Lego and Hasbro are now producing intricate sets designed specifically for adults. In 2024, Lego launched approximately 563 sets, with 13% aimed at adult collectors. This shift reflects a broader understanding that toys can offer more than just play; they can serve as creative outlets and avenues for self-expression.
The introduction of lines like Lego’s Botanicals, featuring floral arrangements made from bricks, showcases how the industry is evolving to meet the desires of adult consumers.
Finding joy in play
Ultimately, the kidult trend highlights a fundamental truth: play is essential at any age. Engaging with toys allows adults to tap into their creativity, relieve stress, and foster connections with others. Whether it’s building a Lego city or collecting figurines, these activities provide a much-needed escape from the complexities of adult life. As pop culture expert Roy Schwartz notes, “It’s very easy to see kidult things as just our culture becoming increasingly infantilized. But being an adult is serious business, and it’s probably more serious today than ever.” Embracing playfulness can be a powerful antidote to the pressures of modern life.
