Back to the toybox

As adult consumers increasingly make up a significant part of the customer base for toys, the Kidult category has become more established in toy retail stores than ever. Gabriela Jiménez García speaks with a selection of leading players in the sector to discover the latest trends and gathers insights into how the Kidult market is expected to perform in 2026 and beyond.

The Cambridge dictionary defines a Kidult as “an adult who likes doing or buying things that are intended for children”. Originally coined by the television industry in the 1950s to describe adult viewers of children’s shows, the term has since evolved into a popular marketing tag for products, eventually becoming an established category in the toy trade.

While adult collectors have always existed – companies such as Hornby Hobbies, Meccano, Lego and Cobi have counted Kidults as a key part of their fanbase for decades – the idea of an adult going to a toy store to buy plush or a baby doll for themselves was perhaps once considered a little unusual. Fast-forward to today, and the rise of social media has placed Kidult culture firmly in the mainstream. Platforms, including TikTok and Instagram, now feature bustling communities of adult collectors who regularly showcase their pop culture figurines, dolls, sensory and fidget toys, cute plushies and anime

merchandise to their millions of followers. This increasing exposure, together with a thriving adult toy market driven by nostalgia, community and emotional connections to childhood favourites, has made being a Kidult more widely accepted - and even celebrated - than ever.

Jayne Carpenter, owner of Totally Toys in Bristol, tells Toy World that although the Kidult category has always been present, it is now much more prevalent than in previous years. “Kidult has always existed, and there have always been adult consumers purchasing Pokémon trading cards, Lego building sets and Epoch’s Sylvanian Families figurines; what’s changed is that it has become more accepted,” she says. “With a product such as Sylvanian Families, I feel like there are two types of adult consumers: those who either didn't have Sylvanian Families figurines growing up and can now afford to buy them for themselves, or those persuaded by a feeling of nostalgia and wishing to reconnect with their childhoods.”

Nonetheless, the widespread and diverse Kidult audience has led to the category becoming increasingly difficult to define. It’s not just high-end die cast vehicles and premium action figures that make up the Kidult category; toys that were traditionally labelled a child’s plaything can now also be considered a collector’s item, and some retailers have spoken up about the blurred line between Kidult and children's ranges.

“Kidult is so hard to define, but it is booming,” comments Hamleys’ senior international buyer, Karen Dennett. “Robosen, one of our Top Toys for Christmas, is Kidult; Lego is Kidult. Our Harry Potter area and Pop Mart downstairs both attract Kidult shoppers, as well as our gaming chairs and tech range. At Comic Con this year, there was even a Sylvanian Families display, showcasing the blind bag element. At Hamleys, we do tend to say the Kidult section is in our basement, but in reality, it’s dotted throughout the store as well.”

Ciaran Chivers-Procter, Brand manager at Bandai, tells us that what was previously seen as a niche sector is now firmly recognised as a growth driver. He tells us: “We’ve seen retailers, from specialists like Forbidden Planet and HMV through to more mainstream stores such as Hobbycraft, Smyths and The Entertainer, dedicating far more space and resources to Kidult ranges. All these retailers have taken notice and have acted, realising that it’s a sustained consumer trend with long-term potential.”

James Carnell, Commercial director at Kandy Toys, agrees that the Kidult trend is continuing to gather real momentum and showing no signs of slowing down. “We're seeing more retailers recognising the commercial potential of this growing demographic and actively looking to get involved,” he says. “It’s become clear that this isn’t just a passing fad; it’s a cultural shift. Many retailers who may have previously been hesitant are now proactively reaching out to us, keen to diversify their offerings and tap into this increasingly lucrative market. The appetite for collectibles, nostalgia-driven products and design-led toys among adults is stronger than ever.”

In August, it was announced that the Grant family was stepping away and transferring its 100% ownership of The Entertainer to an Employee Ownership Trust (EOT). With the transfer now completed, the retailer is currently undergoing major strategic shifts, including a hugely expanded Kidult range that will boost its SKU count by around 20%. The decision for the retailer to expand on its Kidult offering is set to have a significant impact on the category, contributing to its further growth and bringing increased opportunities for Kidult suppliers.

“The Entertainer’s decision to introduce a significant Kidult offering to its portfolio is a huge validation moment for the category,” says Abel Dzienciolski, founder and CEO of Ancory. “When a retailer with such a strong family positioning embraces Kidult, it signals to the entire market that this is a longterm trend, not an ephemeral one. It will also push other mainstream retailers to rethink their own assortments and create more dedicated spaces for older fans and collectors.”

Kandy Toys' James Carnell also thinks that The Entertainer's commitment to the Kidult space will help to further establish the category and enhance its popularity. “As one of the UK's most prominent toy retailers, The Entertainer’s endorsement lends considerable credibility and visibility to the trend,” he says. “The retailer’s nationwide reach and strong presence both in-store and online will help normalise Kidult purchases among a broader audience, including those who may not have previously considered shopping in the toy aisle for themselves. We anticipate that this move will encourage even more retailers to follow suit and could help cement Kidult as a core part of the toy retail landscape.”

Nic Aldridge, Group head of Marketing at Heathside, agrees that The Entertainer’s decision to incorporate more Kidult ranges in its offerings will be a significant turning point for the category, and views this move as an important new chapter for the retailer. “I think this will be a big step forward for the category, and a big learning curve for the team at the Entertainer,” he says. “We are working closely with them to develop a range that will be perfect for their customer base as they advance in this area; exciting times are ahead, both for us and for them.”

With fandom, collectability and nostalgia-driven purchases as the recurring trends that fuel the fastgrowing Kidult market, numerous suppliers in this space continue to tap into the demand for products featuring classic licences and retro brands, enabling consumers to reconnect with their childhood icons. Since its creation in 1898, Meccano has captured the imagination of budding engineers around the world. Generation after generation, builders have learned the basics of mechanics, design and problem-solving, all while bringing their creative visions to life. Now Addo Play is reimagining Meccano for the modern age while staying true to its roots, as the iconic brand is returning to shelves globally, inspiring a generation of adult fans who never stopped building. In the past few months alone, Meccano has generated over 11m content views, and according to senior marketing manager Peter Fuller: “This is not just nostalgia driving engagement – Meccano’s new and modernised, user-friendly website has become a digital home for fans old and new, featuring brand news, history and downloadable classic instruction manuals, ensuring Meccano’s legacy remains alive and buildable.”

Mattel is another one of the leading companies to announce the release of multiple nostalgic ranges across its entire portfolio of brands. Among the new additions joining the Barbie Signature collection are two new collector dolls inspired by iconic women who have revolutionised the worlds of music and sport: the Aaliyah Barbie Doll and the Venus Williams Inspiring Women Doll.

Mattel’s Polly Pocket brand is also introducing new sets featuring classic licences that today's kidults have grown up with. One of the latest additions is the Elf compact, which enables adult consumers to reminisce and reenact favourite scenes from the 2003 Elf movie. With two micro dolls, five themed accessories and iconic interior locations, this compact has been released in time for the festive season. Kidults can also celebrate Harry Potter fandom with the Harry Potter x Polly Pocket Compact. This new compact is shaped like Hogwarts and features iconic Harry Potter locations from The Sorcerer's Stone movie, released in 2001.

Heathside Trading, Amerang and MGA Entertainment are all updating their portfolios with brand-new products featuring classic licences set to transport kidults back to their childhoods. Heathside’s Khadou brand will expand its lineup with cross-collaborations on major timeless licensed properties, including Disney, Garfield and Care Bears. These new collaborations join the company's existing and vast portfolio of retro licences, including Only Fools and Horses, Dr Who and South Park, which continues to be a proven performer for the brand, being driven again by new content coming this year.

Amerang’s Super7 brand, known globally for its popular ReAction range of 3¾” retro styled action figures, has launched a new range of vinyl figures and plush featuring licensed characters that have been celebrated by kids from the '60s all the way to the '90s. The Fun!Fun! brand of 5” tall, 2-part vinyl figures features iconic collectible characters from Peanuts, Godzilla and Sesame Street, designed to captivate kidults who grew up watching these titles on television. The latest release includes Sesame Street’s Oscar the Grouch and Grover, both available this quarter.

MGA Entertainment has also refreshed its L.O.L. Surprise! portfolio with new launches inspired by the ‘90s childhood favourites, Powerpuff Girls and Care Bears. Launched in autumn 2025, the L.O.L. Surprise! Loves the Powerpuff Girls range – which includes L.O.L. Surprise! Loves The Powerpuff Girls Tots and L.O.L. Surprise! O.M.G. Loves The Powerpuff Girls Fashion Dolls – has exceeded expectations and sold out nationwide. Meanwhile, the L.O.L Surprise! Loves Care Bears doll collection, which includes six new L.O.L. Surprise! Tots, each sporting fashions and accessories inspired by the Care Bears, has taken TikTok by storm, with Kidults excitedly unboxing their surprises on camera and showcasing their doll collections.

Bandai’s Ciaran Chivers-Procter states that blind box lines between £2.99 and £6.99 have exploded in popularity, pulling in more casual collectors for the company. “We’ve seen this in the increased rate of sales on both our Shokugan and Gashapon brands,” he says. Epoch’s Sylvanian Families blind bags, which retail at a highly accessible price of £4.99, have also been a major hit, with the Baby Collectible Baby Blind Pack Assortment winning UK Collectible Toy of the Year in January. Following the success of the Blooming Baby Friends series, the brand launched the new Baby Builders series in July, which has been met with equal enthusiasm, as evidenced by the many TikTok unboxing videos that are being uploaded to the platform daily.

Ciaran also tells Toy World that Premium statement pieces continue to be a leading trend dominating the category: “At the other end, the appetite for ‘wow' items hasn’t slowed; High-end ultra-detailed statues, Perfect Grade model kits and hyper-articulated highly detailed Tamashii figures continue to anchor the category despite their high price points,” he explains.

Like Bandai, Mighty Jaxx supplies luxury collectibles offering diverse styles to cater to Kidults in search of more exquisite, standout pieces. The company boasts five unique styles: Xxray, Kandy, Kwistal, Arcade and Azuma Makoto. While the Xxray series is well-known for its distinctive dissective aesthetic, in which the internal anatomy of iconic characters is revealed, other styles, like Kandy and Azuma Makoto, lean into a softer, sweet aesthetic, appealing to Kidults on the lookout for whimsical collectibles. New for Q1 2026 are five new iconic blind boxes featuring the different styles which the company offers.

Heathside’s Nic Aldridge highlights the Asian blind box trend as a persisting and driving force in the category. “The success of Pop Mart and Miniso quite clearly demonstrates that Asian influence is ever-increasing,” he says. “Where a couple of years ago it seemed to be solely Anime and Japanese focused, we’re now seeing that this is broadening out to include Chinese blind boxes, of which we have an extremely strong range of top performing products coming from several Chinese suppliers. We’re also seeing that the Korean influence is strong, with Black Pink notarised as kicking off the Labubu phenomenon, but KPop (and indeed JPop) had been strong for us for some time, long before K-Pop Demon Hunters came along as the Frozen of 2020. That was why we were so pleased to sign Master Toy on Molang a couple of years ago, as we could see the tide changing in the Kidult space.”

Kandy Toys is tapping into the Chinese blind box trend with its highly successful Baby Three range of fictional kawaii plush characters in animal costumes (manufactured by Cureplaneta), which the company is distributing under licence in the UK. This collection has attracted the attention of various retailers seeking bold and unique items to add to their offerings, driven by a rising number of customers who often inquire about Asian blind box collectibles when visiting toy stores.

Totally Toys is one of the latest indies to incorporate the Baby Three range into its product lineup, after noticing the higher demand for blind box collectibles.

“Though capsule collectibles would do well for us initially, we’ve noticed that our adult customers are currently really into blind box collectibles and mystery blind bags, such as Baby Three, Fugglers and Sylvanian Families,” says Jayne Carpenter.

Ancory’s Abel Dzienciolski tells Toy World that the company is seeing an increased demand for interactive play options for adults, including toy ranges that offer relaxation or selfexpression. To cater to this demand, the company has released a new lineup of model kits under its Yolopark brand, designed for creative Kidults who wish to build their own collectibles. Expanding on the success of its Advanced Model Kits (AMK) and AMK Mini ranges, the brand is now covering new territories and licences with the addition of classic heroes like Transformers and Evangelion, to anime sensations such as Jujutsu Kaisen and Chainsaw Man, alongside other licences set to launch across EMEA this year.

Abel also notes that the horror genre remains a significant driving force for many retailers and is an important niche within the Kidult category. Both Funko and Just Play have updated their portfolios with new horror collectibles that coincide with key releases. Funko is celebrating the arrival of Warner Bros.' brand-new television series, It: Welcome to Derry, with a brand-new lineup of Pop! figures featuring Pennywise in Funko’s signature Pop! style. Meanwhile, Just Play has announced the launch of its new Tiny Nightmares range of 3” figures depicting iconic horror movie characters from some of Universal’s and Warner Bros.’ biggest titles.

While collectibles represent a significant part of the Kidult category, adult games are also a cornerstone of the sector, providing consumers with fun ways to disconnect and socialise. WS Game Company, a Hasbro licensee, offers stylish editions of some of the world’s most popular games, enabling adult game fans to display their favourite games without sacrificing décor. At the centre of the collection is the Vintage Bookshelf (distributed by Wind Designs), which consists of a 21-title library that has gained popularity amongst retailers and families alike. Joining the collection this year are Guess Who?, Trouble and Risk, alongside longstanding favourites including Battleship, Boggle, Candy Land, Checkers & Backgammon, Connect 4 and The Game of Life.

Looking ahead to the new year, suppliers are confident that the Kidult sector will continue to thrive and prove to be an enduring category in the toy trade, rather than a short-lived fad. “2026 will be the year when Kidult becomes a permanent fixture rather than a ‘trend’,” asserts Ancory’s Abel Dzienciolski. “We expect more crossover between pop culture, art and design; products that can live on a shelf or a desk with equal pride. Retailers who build strong year-round programmes, rather than just reacting to movie releases, will capture the biggest gains. For us, the opportunity lies in expanding accessibility: making Kidult collectibles more affordable and approachable without compromising on quality or brand appeal. The goal is to keep the category inclusive, not exclusive.”

Paul Perryman, Sales and Brand manager at Amerang, also believes that the Kidult category is going to get stronger and continue gaining momentum in 2026. “As brands see the potential for growth in this sector and switch products to match the demands, the choices for both retailer and consumer will be amazing,” he says. “We are seeing this already from the brands we distribute as they are now actively adding Kidult-aimed products to their usual core offerings. We will be seeing blind bagged plush and PVC licensed key chains, more plush characters and more PVC figures and additional waves of the blind box figures.”

Heathside’s Nic Aldridge concludes: “Next year is going to be phenomenal for us, as our range of Kidult products is increasing massively across our own development as well as the strong partnerships we have with our supply partners from the US, EU and China. Our product lineup, which we presented in the LA previews in September, has been exceptionally well received, and we’ve doubled our space at Toy Fair to accommodate the wealth of new products that we will be launching in 2026.”

Over the next few pages, Toy World takes a thorough look into all things Kidult, looking in more detail at 2025’s launch line-up and what’s set to enter the category in the new year.