XXX Kidults

While Agos' latest campaign from T&P emphatically states that it's "not just for toys" and highlights the range of products it sells, there's a parallel battle being fought elsewhere where retailers are making the most of their toy range. This time, however, their target market is not kids - it's the adults that Argos is trying to convert.

According to figures from market research company Circana, in 2024 the 'kidult' (individuals aged 12 and older) toy market accounted for nearly one on three of every pound of the £1 billion spent on toys in the UK. This figure was an increase on the £57 million spent in 2023.

The biggest growth categories overall, it said, include building sets, traditional plush and collectible cards and stickers which appeal to all age groups. However strong growth has been observed in toys purchased for adults and teens. .

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The growth in collectibles is noteworthy and spans all toy categories as part of series or range. They now account for 23% of toys sold (by volume) with an average selling price £6.92 which is an affordable purchase for pocket money purchases as well as adult impulse purchases.

Ben Essen, Global Chief Strategy Officer, Iris

"Kidulting isn’t really about toys. It’s about escapism, nostalgia and identity in a world that feels permanently on fire. It’s about analogue and tactile in a screen-based age. Real-world social currency for a generation who Covid robbed of social skills. And at a time when one in three women feel guilty about spending time on an indulgent hobby (like gaming) it’s also about embracing the freedom to be frivolous.

"And because kidulting isn’t really about toys, the opportunity isn’t limited to toy brands. This is a macro trend that all brands should recognise. Self-care has moved beyond gym memberships and motivational Instagram quotes. It now incorporates play, nostalgia and purposeless pursuits. You can see it in the cartoonification of beer brands. The return of Nik Naks. Or even the response to the BotBoard' we created recently for World ID. Cute, weird, anthropomorphised? The unanimous reaction has been ‘I want one!’

"So, the question for every brand this Christmas needs to be ‘how do I give people a little moment of shared childlike joy?’ Because as kidulting shows, boy, we’re all craving it."

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Droga5 Dublin launches a new European campaign for Europe’s leading toy retailer – Smyths Toys Superstores.

Droga5 Dublin, part of Accenture Song, has developed and launched Smyths Toys Superstores’ new European campaign for TV and social channels. The creative approach brings to life the story of a young girl who transforms into an iconic showstopper the moment her mum hands her loose change in Smyths Toys. The £10 & Below aisle becomes her stage, and as she moves through the store, she encounters other kids who feel just as legendary.

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The Entertainer, one of the world’s-fastest growing toy retailers, embarks on its biggest-ever TV advertising campaign for Christmas, the debut work is by newly retained creative agency adam&eveDDB.