The popular proverb says that “We all have a child inside”. It is an aphorism that aims to convey the idea that, regardless of the date of birth that appears on our identity card, we will always retain the innocence, wonder and creativity that we demonstrated in our childhood.
It is probably this little one that nests deep within our being that is responsible for more and more adult consumers are buying Lego pieces, board games or small dolls as has never been done before, configuring a phenomenon that has driven the toy industry in recent years and which continues to grow: children. This term, result of the fusion of words children (children) and adults (adults), refers to adults who maintain a interest in activities traditionally associated with childhoodlike toys, video games, animated series or comics.
According to data from market research firm Circana, which specializes in analyzing consumer behavior, 30% of the turnover of the toy sector in Spain already corresponds to children. In a context where sales in the toy market fell by 9% in 2024, the adult segment showed an increase of 22%, driven in part by dolls. Funko Pop.
Marta Salmonpresident of the Spanish Association of Toy Manufacturers (AEFJ), confirmed the sector’s determined commitment to this new emerging consumer profile: “This year, almost 30% of the sector’s catalog are new products, which demonstrates the enormous effort of companies to innovate, anticipate trends and respond to a consumer who evolves very quickly. The toy industry is continually evolving, integrating new stories and values without giving up the essence of play. This capacity for constant renewal is essential to maintaining a dynamic and competitive market, capable of connecting with families but also with new generations of adults who are returning to toys“.
The specialized chain Juguetilandia, which has a network of more than fifty stores in Spain, explains that the childrenalso known as adulescents, “are adults between 25 and 45 years old who are interested in the toys that marked their childhood and everything related to it.” “They are now enjoying the more childish and nostalgic side as adults, and enjoying this also refers to display toys in space locationsresembling authentic jewelry and the most exciting souvenirs.
A main characteristic of this type of consumer, states the aforementioned source, is that “now they have economic independenceand they take advantage of some of their money by using it to buy toys and items related to memories of their childhood, when they had neither economic independence nor savings.
Regarding the type of toys children buy childrenJuguetilandia specifies that the range is varied, “from figurines to board games, construction toys, re-releases of characters from his childhood, t-shirts with special designs and much more. “Of course, “They are always up to date with the news related to their sagas and characters of interestthey are thus informed of the manufacturing processes, special editions and reissues of the most sought-after toys.
“Kidulting is a natural response to a need”
For Sofia Lamas Gonnellihead of global communications for Ikono, a company specializing in immersive experiences that encourage imagination at all ages, “the kidulting It’s definitely a phenomenon that is here to stay.” “It’s a way of life that many adults choose to recover spaces of play, curiosity and freedom that daily routine often extinguishes. More than a fashion, it is a natural response to a need to feel more active, creative and connected to what makes us feel good.”
Lamas believes that “Reconnecting with our inner child allows us to return to that part of us that knows how to enjoy without haste or judgment.” and “invites us to breathe deeply, relax the demands and remember that life can also be a little lighter.”
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