TOYOLOGY Toyology-The Action Men of the batteries not included industry
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A TERM derided by some, the term adult-collectors, Adultescents, Peter Pans or rejuveniles might be an alternative for those nay-sayers? We’re not omitting the moaners, but Kidults grabs us, and so too it does the same for 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 awards are 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.
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.
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 decisions for those who should know better and an overall salute to the pursuit of amusement.
Our judging panel – Jason Bradbury (Tech expert C5), Andy Bush (Absolute Radio), Calving Innes (NERD Culture and eSports expert) Robert Taylor (Robot Wars presenter and Warhammer expert), Mark Campbell LEGO Legend and model builder extraordinaire, LaurenOfficial (pop culture and plus expert), Fleurie Amorette-DAvis (Dobble dominator, storyteller and Kidult extraordinaire), 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
Action Stations
Collectibles
Film and TV merch
Plush
Figures and Dolls
Vehicles
Retro
Activity (create, colour and puzzle)
Board Game
Construction kit
Entries are open until early September with judging takes place over the following weeks and an online awards ceremony taking place in early October to announces the winners – Tuxedos welcome, invitations will arrive along with a goodie bag to enjoy proceedings for the VIPs in attendance.
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