In tough times, everyone’s looking for escapism – and that’s where the ‘kidult’ phenomenon comes in. We have all seen the crowds of adults watching a Marvel superhero movie, or have friends or relatives who play Settlers of Catan or get enthused about a new limited-edition Hot Wheels model. 

But ‘kidults’ go further than the stereotypical nerds. Research has shown that seven out of ten parents admit they buy toys for kids that they also enjoy themselves, while adult spending on toys and games accounts for 29% of the UK market – and is especially pronounced among millennials.

This is a huge opportunity – not just for toy and games brands, but for companies in a range of sectors. Kidults are a prime example of where culture and community, two of the most influential factors in brand engagement and purchase, converge.

Swimming with the current of pop culture

The kidult market is dominated by pop culture – brands like Marvel, Star Wars, Harry Potter and Pokémon. No longer is there a stigma for adults to enjoy these fandoms, buy the toys and play the games. Just look at celebrities like Margot Robbie, Vin Diesel or Henry Cavill.

It’s primarily (though certainly not exclusively) a vibrant culture among adult men. On the one hand there are the collectables and building toys that appeal to hardcore fans, but products that invite more casual fans into the fold offer an equally worthwhile opportunity. There are also games and puzzles that adults can play with their children or with each other.

Social media influencers often come into play, as they enable brands to go beyond the core fans and find the ‘light touch’ audiences who want to dabble in kidult play rather than letting it consume them.

The good news is that if a brand is looking to tap into the zeitgeist, there is a wealth of ready-made cultural touch points for it to choose from.

What makes kidults tick?

A big part of the kidult trend is nostalgia. It’s one of the key motivators driving adult toy consumption, with 44% of adults saying they purchased toys they enjoyed as kids because they bring back happy childhood memories. 

Parents also buy their kids toys that they will enjoy too – with the main drivers being classic films such as Star Wars and Ghostbusters.

But kidulthood doesn’t start and end with what’s retro. Most fans of the Dark Knight trilogy didn’t read Batman comics when they were ten. Instead, brands playing in the kidult space often target other emotional hooks such as how creative play enhances social relationships, or even reimagining downtime as a means of playful upskilling to keep the brain active and challenged.

People play board games to connect with their families, or strive to boost their social wellbeing. Among those with busy lives, slower living has widespread appeal. Re-prioritising self-care and taking time out is linked to mindfulness, and play is being reimagined as a way to spark joy, reduce stress, create happiness and manage mental health.

Harnessing ready-made communities

Kidults are pursuing often deeply-felt personal passions. They love watching The Mandalorian and knowing that they’re a Hufflepuff, and that passion is something brands want to tap into. Moreover, fandoms as groups are some of the largest and most lucrative communities available for brands to target.

On the flip side, brands need to be able to actively participate and add value to the community, or risk being viewed as an outsider muscling in. They need to have an authentic reason to be there.

In many cases, this involves community co-creation. Particularly among the more intense corners of fandom, being able to have a say in the next playset or set of collectables can generate enormous engagement and create valuable earned experiences.

What brands need to do

Toy and games brands aren’t the only ones who can play to the kidult space. Marketers in sectors like consumer tech, entertainment and breakfast cereals – any category where children and teens might have previously been seen as the primary audience – can leverage cultural trends and passionate communities to win with the kidult. They tap into the youthful motivations and playful mindset of the adult consumer to broaden their appeal.

The key is understanding what makes kidults tick. That means digging into the cultural trends – so is nostalgia the best way in, or is the latest wellness trend something to jump on? Perhaps it involves engraining your brand in the latest fandoms and communities.

It becomes about finding ways to unlock shared values, like self-expression, entertainment or social connection. Brands that understand the passion points – and remember, these consumers can be exceptionally passionate – can identify how best the brand will sit there. 

And if brands can engage their kidult consumers while being authentic and delivering actual value, they’ll be able to create and leverage new audiences. That’s great news for marketers, even if it sadly means they’ll have less free time to attend the next Comic Con in their Borg drone cosplay.