A growing trend of adult consumers, dubbed 'kidults', has emerged as more adults embrace buying toys, particularly Lego, reflecting a nostalgia for childhood interests.
The article explores the phenomenon of 'kidults,' a term used to describe adults who actively engage in purchasing toys, especially Lego sets, games, and stuffed animals. One highlighted individual, Anders Christoffersen, a family physician and father, rekindled his passion for Lego about three to four years ago with the launch of NASA-themed sets that aligned with his childhood interest in space exploration. He acknowledges that building with Lego offers a unique opportunity to focus without distractions, as these activities do not permit multitasking.
The trend indicates a significant shift in consumer behavior as adults seek to reconnect with their childhood through toys. This surge in adult toy purchases is not only about nostalgia but also reflects a desire for stress relief and a break from daily responsibilities. With the rise of 'kidults,' experts suggest that this could be tied to the concept of 'micro-mastery', where engaging in tasks like building Lego provides a sense of accomplishment and clarity.
This cultural shift highlights the evolving perceptions of adulthood and the importance of leisure activities, emphasizing that societal norms around play and hobbies are enjoying a renaissance. As more come to identify as 'kidults', the market for adult-targeted toys is expected to grow, influencing toy manufacturers and retailers to adapt their marketing strategies to cater to this demographic.
