17/01/2023 12:30 'Kidult' trend shaking up the toy sector

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t There's a new trend on the rise in the toy sector, nuubu.com
with 'kidult' toys surging in popularity as young
ICT
adults look to their childhood toys for comfort
Legal
and nostalgia during difficult times, according to
Lifestyle
RETAIL TRENDS
retailer Toys R Us.
Logistics &
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Tourism &
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Source: Supplied want from retailers in 2023
SHANNON TEMPLE

According
SPECIAL to Toy World Magazine, in the past
SECTIONS
year, roughly a quarter of all toy sales have
Retail's future is the 'Theatre of
gone
Biz to young adults aged between 19 and 29.
Trends Dreams'
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17/01/2023 12:30 'Kidult' trend shaking up the toy sector

Mastermind
global sales hitting nearly $104bn in 2021 - up #Retail2023 What to look out for
s in 2023CONTACT
and beyond MY ACCOUNT
by 8.5% growth over 2020. SOUTH SUBSCRIBE
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“This year is set to be another bumper year for
Women's
the industry as the traditional toy market
Month Greater online retail
bounces back,” says Catherine Jacoby, expectations and a changing
Pulp Non basket at checkout
marketing manager at Toys R Us. “The
Fiction FREDERIK ZIETSMAN
traditional toy market is making a comeback,
Loeries
with ‘vintage’
Orchids and trends at the forefront.” How to win in sub-Saharan
Onions Africa's retailing landscape
CHRISTELE CHOKOSSA
She explains by way of example that half of all
Africa
Month
Lego sold is bought by adults. “Strong brands
Cannes
like Lego, Barbie, Hot Wheels, Pokémon and Shoppers get back to the new
Lions
Rubik's Cube, that have continued over the normal
GED NOOY
Covid-19
years are now going from strength to strength.”
#Lunchtime
Marketing
According to NPD’s Global Toy Market Report, Top 6 alcohol landscape trends
Pendoring
the kidult sector rose by 19% in the past four emerging in SA
MAIJALIINA HANSEN-CHIPPS
Let's
yearsTalk
with games and puzzles as one of the

›
Digital
highest growth categories in 2021.
MORE..
Top beauty and healthcare
“We’re all kids at heart,” says Jacoby. “Toys are trends to watch in 2023 and
beyond
INfor
THEeveryone
NEWS and we’re seeing consumers BERTINA ENGELBRECHT

return to brands they loved in their childhood.”

ADVERTISING TRENDS

Adidas and Lego CRM, CX, UX TRENDS

collab on brick-built DIGITAL TRENDS

Superstar sneaker MARKETING TRENDS

17 JUN 2021
MEDIA TRENDS

PR & COMMUNICATIONS TRENDS

Power of nostalgia YOUTH MARKETING TRENDS

AGRICULTURE TRENDS
“During the pandemic, with many consumers
AUTOMOTIVE TRENDS
enjoying more time than they would usually
have, sales of games, puzzles and construction CONSTRUCTION & ENGINEERING TRENDS

kits boomed, with a significant number of those EDUCATION TRENDS

purchases made by kidults,” she adds. “During
ENERGY & MINING TRENDS
the second and even third lockdown people
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17/01/2023 12:30 'Kidult' trend shaking up the toy sector

hobby, as the novelty of staying at home all but FINANCE TRENDS

vanished.” SOUTH SUBSCRIBE
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HEALTHCARE TRENDS

“Let’s be real, the pandemic was a grim time,” HR & MANAGEMENT TRENDS

she says. “You can find comfort in childhood ICT TRENDS

memories while reigniting passion.”
LEGAL TRENDS
EN
Jacoby
QUI explains that recent data suggests there LIFESTYLE TRENDS
RE
is plenty of desire to buy in the kidult
ABO LOGISTICS & TRANSPORT TRENDS
marketplace. “With this comes plenty of
UT
opportunities for us as a toy retailer to expand PROPERTY TRENDS
A
ourCO
existing ranges offering more exploration in TOURISM & TRAVEL TRENDS
MPA
theNYcategory.” MORE ARTICLES
BIZ
PRE
“We’re inviting kidults to come take a journey
SS Subscribe to industry newsletters
with us as we remember the life-changing toys
OFF
of ICE
the sixties to nineties,” she says. “Feel the EMAIL ADDRESS HERE >

power of nostalgia as we remember the brands

that brought so much enjoyment to our lives.”

“We all have fond memories of playing with toys

when we were young,” she adds. “Whether it’s
trading Pokémon cards or snuggling a favourite
stuffed animal, it’s hard not to have at least one
happy childhood toy story.”
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DESIGAN CHETTY

But it’s more than just nostalgia Jacoby

explains, while there is a growing body of #BizTrends2023: Advertising?
Let's get emotional
evidence that nostalgia is good for helping cope NATALIE BOTHA

with stress and anxiety is everywhere these

Subscribe to daily business
anddays. “Nostalgia
company news is not the
across 19only factor driving ×
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17/01/2023 12:30 'Kidult' trend shaking up the toy sector

adults to find toys and the stigma associated Can an employer dock salaries
with adults buying toys is fading.SOUTH SUBSCRIBE
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TATA MOKWAYI

Jacoby says that millennial consumers are

changing the toy industry for good. “No longer is SHOW MORE

it an embarrassment for an adult to buy ‘kid

toys’ for themselves. The market is continuing to
explode in popularity and there’s no reason to
think it will slow down any time soon,” she adds.

Commenting on which ‘kidult’ toys are most

popular Jacoby explains that the vintage eras of
the sixties and seventies, with wind-up function
having changed the way we interacted with toys
sees brands like Stretch Armstrong, Hot
Wheels, Pez Candy and Star Wars increasing in
renewed popularity.

Jacoby says, “Toys from the eighties, when

›
technology was introduced to toys: motorised
TOP STORIES
movement, light and sound action technology, #BizTrends2023: Retail's reality
as well as Nintendo revolutionising the TV check
HOWARD SAUNDERS
games industry, are seeing a comeback.”

“We’re seeing the resurgence of GI Joe, Turtles, Vivienne Westwood: How the
Rubik’s Cube, Thundercat’s and Nintendo as brand will maintain the spirit of
transgression and rebellion after
action figures linked to TV shows and movies her death
are seeing a huge explosion,” she adds. “The NAOMI BRAITHWAITE

nineties, had a shift in focus on high-tech toys Blxckie the new Hunter's brand
and action figures, this is seeing the reigniting of ambassador #BlxckiexHunter's
brands like Tamagotchi, Pokémon, Polly Pocket,
Barbie, Hot Wheels and Power Rangers.”
Third-generation Malan takes
“Movie franchises and TV shows create sought- the reins as Simonsig
cellarmaster
after memorabilia merchandise and collectibles
and are on the rise with a number of franchises
being released this year,” says Jacoby. Verve launches 'The state of the
“Blockbusters always contribute to the nation's wellbeing' - A 2023
Mzansi Review
popularity of collectibles, and we can expect to
see many of these during 2022 and 2023.”

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