PMI – taking risks and taking the Kidult market by storm

Omer Dekel, CEO of PMI, shares with readers how the Kidult category’s continued evolution is shaping the toy industry, and how PMI continues to lead the way in the sector, targeting products with strong nostalgia and bold twists.

The Kidult category continues to grow. How is PMI staying at the forefront?

What keeps us ahead is that we don’t just follow trends; we study them. Our in-house research and insights team constantly monitor global behaviour, using AI-powered analytics to spot shifts in fan culture and collecting patterns before they hit the mainstream. Once we identify an opportunity, we make decisions quickly and we execute even faster. Our biggest advantage is that we are fast to market.

There’s a massive new wave of adults collecting - it’s almost a revolution. Kidults are everywhere. They want the same excitement kids get when opening a blind capsule, but they want it wrapped with nostalgia, attitude and the brands they grew up with.

PMI is not an outsider looking in. We’re adults ourselves, of course, with the same fire in our bellies for collectibles - it’s in our DNA. I’ve been a collector since I was a kid, and that passion didn’t go away; it simply grew. So when this whole sector started exploding, it felt like home for us.

We jumped in headfirst, making deals with evergreen brands like Naruto, Care Bears, UFC and of course, developing our Fuggler line. We asked ourselves, what would make a grown fan smile, laugh, display or even brag about? That’s our formula, and we don’t stop there. We take risks; we push packaging, formats and marketing stunts and bring energy that feels alive. That’s how PMI stays in front; we don’t play safe, we play loud.

How do you anticipate the Kidult category evolving over the next two years?

Collecting has become a culture, and for many, even a business. We’re seeing Kidults flipping limited-editions, grading figures, trading cards and building whole communities around them - what started as play is now prestige. This wave is not slowing down. If anything, it will blow up even bigger because of social media. You can’t scroll TikTok or Instagram without seeing adults unboxing, showing shelves and flexing their collectibles. It’s not just toys anymore; it’s lifestyle, it’s fashion, it’s culture. Nostalgia is the fuel. Every few months, another evergreen brand makes a comeback and suddenly a whole generation has a need for product. When that happens, PMI is right there, ready to deliver it.

I see more virality and more products that cross over from toy to statement piece, and more collabs between worlds such as sports, fashion, gaming and entertainment. Collectibles aren’t hiding in a corner anymore. They’re the centrepiece, and adults are proud to show them off. This market is only going to keep growing.

What products have had the most success in this space?

The products that hit hardest are the ones which offer two things: strong nostalgia and a bold twist. Our UFC Punching Bag Capsules went viral because no one expected a sports collectible to feel like a blind capsule toy. Adults loved it, UFC pushed it, influencers went nuts for it and boom, success.

Then there’s Fugglers. Ugly little monsters with human teeth sounds insane, but that’s the point: it’s different, it’s loud and it makes people laugh and share. That’s Kidult in a nutshell — stuff that isn’t cute, but is unforgettable. When we dropped the Fuggler Collectibles and Keychains, the internet exploded.

And of course, there’s Naruto Shippuden. Anime is a beast. Those fans are loyal, and they want high-quality collectibles that remind them of the epic moments they have lived with. Our capsules double as displays, and that detail makes fans feel seen; that’s why they sell.

Going into 2026, can you talk to us about any new launches you have targeting this demographic?

2026 is going to be a storm. We’re not just riding the wave; we’re making it bigger. First up, we have Garena Free Fire. It’s the most downloaded mobile game in the world and we’ve locked in official trading cards and collectibles. That’s going to pull in a massive global community. Fugglers is back with Series Three full of Golden editions, wild new formats and more collabs. UFC Collectibles Season Two will have a bigger roster, fan-favourite fighters and some surprises in packaging that will blow collectors away. We’re also launching a new Care Bears line, but this time made with Kidults in mind. It’s nostalgic, emotional and display-worthy.

On top of all that, we’ve got a couple of new sportrelated collectibles in the pipeline. I can’t share details yet, but I believe they’re going to shake the market.

Have you been surprised by any trends or consumer behaviour in the Kidult category?

The rise of the Chinese blind box phenomenon, Labubu, caught everyone by surprise. It grew faster and hit harder than I could have ever imagined, completely shaking up the market. Inspired by that momentum, we introduced our own Kawaii-style collectible doll, Miiloo, which is already gaining strong traction via Click in the UK and in other key international markets.

A massive surprise is the speed with which a craze can take off. Something goes viral on a Friday, and by Monday everyone’s asking stores for it. The internet moves fast, and Kidults move with it; if you don’t keep up, you’re done. Another surprise is how fearless adults have become about showing their love for toys. Ten years ago, some people would hide their collection at home. Now, they put it on TikTok, they show it in the office, and they wear it on their shirts.

The passion is unmatched. These fans are serious. They want details, accessories and display functions. They want products that respect their fandom. If you give them that, they’ll go crazy for it. That passion is what makes this market electric.