YuMe - bringing the Kidults what they want

Toy World caught up with Felipe Noriega, VP and Regional director of YuMe Toys, to discuss the Kidult market. Felipe shared what makes a Kidult range successful, which ranges have performed well this year and which new products will be joining the company’s extensive portfolio in 2026.

2025 has been a very good year for YuMe. The company has opened new customer accounts and expanded its retail partnerships globally, strengthening its footprint in both core toy and gifting channels. A particular highlight has been the strong reception to the company’s Kidult collectible ranges. “Collectability has always been part of YuMe’s DNA,” explains Felipe, “but this year has underlined how central it has become to our identity. By creating products that balance quality, play value and display appeal, we’re connecting with fans across generations – from children through to adults rediscovering their favourite franchises.”

Unsurprisingly, YuMe’s Stitch collections have been runaway successes in 2025, supported by the movie release in May, which gave the brand fresh cultural relevance. The playful designs and wide format mix have meant strong resonance across multiple territories. In addition, Hello Kitty and Friends continues to be an evergreen performer. Its enduring charm and cross-generational appeal make it a cornerstone brand for YuMe, particularly as collecting and gifting gain traction at retail.

“Right now, in Q4, one of our top ranges is Stranger Things collectibles, fuelled by the excitement around the fifth and final Netflix series,” adds Felipe. “With fans emotionally invested in the conclusion, demand for memorabilia and collectibles has surged. We expect record-breaking performances in all channels.”

Asked if he thought that toy retailers are becoming more open to the idea of stocking Kidult ranges, Felipe confirmed that this transformation has been remarkable, with retailers who previously considered themselves strictly children’s toy specialists now actively seeking to broaden their appeal by embracing the Kidult category. “Many are carving out dedicated zones within stores to showcase collectibles and pop culture items,” he told Toy World. “We work closely with partners to curate those spaces – not just filling shelves, but helping them tell a story that resonates with older fans and collectors. That means ranges that work as gifts, lifestyle accessories and display pieces, while still offering that spark of discovery associated with toys. The shift has created exciting new opportunities to grow the category in authentic, sustainable ways.”

Felipe believes the key to developing a successful Kidult range lies in creating products that operate on more than one level. “Fans want emotional resonance with the characters and worlds they love, but they also demand quality and innovation in execution,” he says. “Collectors especially are drawn to products that bring something fresh – whether that’s a clever unboxing mechanism, a stylised interpretation of a beloved character, or the simple joy of discovering what’s inside a blind box. At YuMe, we aim to marry those elements with storytelling. Each line is designed to feel like part of a broader experience, not just a single product.”

That approach has been fundamental to the success of YuMe’s Kidult ranges and is central to how the team approaches its future portfolio; also ensuring that it is delivering products quickly, and at prices that reflect where the world economy currently lies.

Felipe hopes 2026 will be a landmark year for YuMe. “We’re unveiling a significant lineup of new and expanded licensing partnerships across entertainment, gaming, anime and lifestyle brands. Together, they represent our most ambitious push yet into the Kidult and Collectibles markets.”

Molang is joining the YuMe family with a heart-warming line designed to capture everyday joy. From themed mini keychain collections like Snack Time and Animal Costume series, through to soothing Little Moon Night Lights, Molang will bring whimsy and warmth to both the gifting and collectible options. It’s a collection designed to resonate across ages, from younger kids to teens and young adults.

“Building on our successful partnership with Toei Animation, we’re launching the One Piece Barrel Surprise Capsules across EMEA and ANZ.,” adds Felipe. “These bring a hands-on unboxing mechanic – cracking open a puzzle-barrel to reveal one of six Straw Hat Pirates, including fan-favourites like Luffy, Zoro and Tony Tony Chopper.” Each capsule includes stickers, a clue card, a scene card, an acrylic display stand with a nameplate and a detailed figurine. Even the barrel itself transforms into a display base, making the experience as collectible as it is playful.

YuMe will also renew and refresh its partnership with Sanrio to expand the hugely popular Hello Kitty and Friends range. The 2026 line introduces fresh formats including pull-back cars, blind-box figures, light-up keychains and sport-inspired plush. “We’re also investing in character-driven storytelling, “ says Felipe, “with a dedicated Kuromi sub-range reflecting her surging global fandom. It’s a natural evolution of one of YuMe’s strongest long-term brands, ensuring the range stays relevant and exciting for both new fans and long-time collectors.”

Alongside these headline launches, YuMe will continue to grow its capsule collectibles portfolio, introducing an all-new surprise capsule range celebrating some of the world’s most iconic anime series, such as Jujutsu Kaisen. This is joined by a line of collectibles inspired by globally beloved video game titles, perfectly positioned to capitalise on the ongoing convergence of pop culture, gaming and collectibles.

“Our 2026 portfolio underlines YuMe’s commitment to building long-term partnerships with world-leading licensors while delivering innovative, high-quality products that resonate with consumers,” Felipe concludes. “From gaming and anime to lifestyle icons, these ranges are designed to offer retailers breadth across toys, gifting and collectibles, while ensuring fans worldwide can engage with the characters they love in fresh and exciting ways.”