TOYOLOGY Toyology-The Action Men of the batteries not included industry
Kidulting, it’s a real thing. Grown-ups buying toys for themselves or other adults accounts for an impressive 25% of the entire UK toys sales, which, is no small change of the total £3.4bn market. A declining birth rate and ageing populations across the planet are only fuelling the sector and the purveyors of play appear to have realised that they aren’t just in the toy business but are in the market of play – and wouldn’t doesn’t want to join in? As someone famous once said “You grow old when you stop playing”.
The Kidulting trend was finding some traction pre-pandemic but, stuck indoors, the rush to find some nostalgic fun really started to take hold and, the data from leading analysis outfit NPD back it up.
The Danish brickmaker LEGO now have a devoted 18+ department, Hasbro, one of the world’s leading toy companies, have an online presence called Hasbro Pulse which sells limited edition, high-end retro kit such as a £500 Photon Blaster from the original Ghostbusters and independent companies are joining the ride.
Grabbing yourself a dose of nostalgia, a bit of a nod to culture and that warm fuzzy retro feeling we grown-ups have never been so spoilt for choice when it comes to choosing from an array of toys that give a nod to yesteryear and satisfy our childlike cravings.
And we know a thing or two about this market, well, numerous national news outlets and broadcasters ask us about it all the time. We’re launching the search for best in show across the Kidult market, we’ve ten categories vying for top slot and one overall winner of the (soon to be coveted) Kidult Award. Read more about the kidults this way and find yourself an entry form too should you feel your brand deserves a gong.
Press Release 15/07/24
A TERM sometimes derided, might you perhaps prefer adult-collectors, Adultescents, Peter Pans or rejuveniles as an alternative descriptor? We’re not omitting the moaners, but Kidults grabs us, and so too much of the industry involved in this ever-growing sector.
Ubiquity wins and, with this passion for grown-up play in mind we’re delighted to announce the launch of The Kidults.
Our award is dedicated to celebrating the Kidult sector with ten categories that’ll highlight some of the best products on offer to those able to reach those higher shelves, applaud the brands with the bigger boots and shine a light (a very bright one) on companies created with Kidults at their core.
Over the pond one of the most respected consumer insights businesses shared that in the first three months of 2024 that Kidult sales had overtaken the pre-school sector for the first time to become the industry’s most important demographic. In Europe, Circana reported that the Kidult market now represents 28.5% of total toy sales, that’s €4.5bn across 2023 with the same report predicting confidently this trend is set to continue.
So, it’s all fantastic news for the toy community, right? Well, perhaps not all fantastic. The Circana report also stated that – and I quote – “sales to children under 12 years old are in decline.” Partly this is down to shifting population demographics, with an ageing population and a decline in the birth rate (-3% over the past decade). Compounding that trend, sales of toys to children have fallen significantly since 2021, with spend per child also declining.
kidults are not only celebrating the reinvigoration of classic titles all in anniversary celebratory mode, retro-gaming is big news too, characters from decades past are finding a new lease of life and, whilst franchise reboots are reigniting adult interest in brands from yesteryear, they are dragging some kids along too.
Kidulting, is a very real thing and purveyors of play appear have certainly concluded that whilst they are indeed in the toy business they are, more importantly, in the market of play – and who wouldn’t want to join in?
The Danish brickmaker have a devoted 18+ department, Hasbro, one of the world’s leading toy companies, have an online presence called Hasbro Pulse selling limited edition, high-end retro kit such as a £500 Photon Blaster from the original Ghostbusters and independent companies are joining the ride including wooden toy car maker Candylabs.
So, we’re grabbing a dose of nostalgia, giving classic culture a nod and embracing that warm fuzzy retro feeling – grown-ups have never been so spoilt for choice when it comes to choosing from an array of toys that give a nod to yesteryear and satisfy our childlike cravings.
So, let us uncover the best for our self-indulgent delight. The Kidults are here to help, we’re aiming to be the Oscars of Fun, the BAFTA’s to assist in the decisions for those who should know better a salute to the pursuit of amusement.
Our judging panel – Jason Bradbury (Tech expert C5) Robert Taylor (Robot Wars presenter and Warhammer expert), Mark Campbell LEGO Legend and model builder extraordinaire, LaurenOfficial (pop culture and plus expert), Graeme Fraser-Bell (Games Inventor), Toyologist Peter Jenkinson and a handful of parenting influencers who’ve agreed it is time for them to have some fun. We’ll be looking at these categories
High-Tech
Collectibles
Film and TV merch
Plush
Figures and Dolls
Vehicles
Retro
Activity (create, colour and puzzle)
Board Game
Construction kit
Entries are open until the end of July, judging takes place over the early part of August with an online awards ceremony taking place on the 29th August – Tuxedos welcome, invitations will arrive along with a goodie bag to enjoy proceedings for the VIPs in attendance.
Any questions please contact peter@jenkinson.net