Yasmeen Perrin.
The kidult's market : the new business for big kids
Toy aisles are being overtaken by adults, and no, these aren't isolated cases of Peter Pan syndrome, but a large-scale phenomenon : Kidults.
Driven by unapologetic nostalgia, a craving for comfort, and a desire to reconnect with familiar worlds, these consumers are blurring the lines between childhood and adulthood. It's a movement reshaping the toy market and unlocking new opportunities for brands, now forced to rethink their offerings, messaging, and experiences.
A New Playground for Grown-Ups
This booming market now accounts for 31% of total toy sales in France (France 3 Région, PACA), leaving kids with the screens 😅.
For toy manufacturers, it's a windfall : a customer base that's fiercely loyal and, crucially, has significantly more purchasing power than actual children (just slightly).
Love doesn't keep receipts
Big toy retailers, who've cultivated devotion bordering on fandom, get it. Unlike kids' toys, where parents control the purse strings, Kidults are both buyer and user. No middleman. Faster conversions.
Passion projects vary : Transformers, collectible figures, vintage Barbies. Enthusiasts chase nostalgia relentlessly. Case in point : Karine Liao tells France 3 she drops €200+ monthly on Pokémon cards.
The market's surging, but it's not brand new. Lego led the charge in 2021 with its Botanical Collection, LEGO bouquets aimed squarely at adult women seeking meditative, hands-on play.
Board Games: Social Connection by Design
Adults are also gravitating toward board games, a way to foster real connection in a world drowning in digital overload.
At Nestore, we've witnessed this firsthand. Kitsune took over our 72 rue de la Verrerie space to push Japanese animation beyond the screen. Specializing in premium statues inspired by anime, the brand used its pop-up to immerse visitors in manga universes, physically, not digitally.
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Nestore makes pop-ups simple, in Paris and across France, for any category. We bring retail intelligence, prime locations, and full operational support so you can launch seamlessly.
👉 Tell us about your project today. Let's turn your idea into an experience people remember.
