Why ‘Kidulting’ Is A Growing Trend?

Do you still buy stuffed toys? Not for your child, but for yourself? Before you give that smirk, here’s a fun fact. Studies show that adults who keep or buy childhood toys and stuffed animals are more emotionally resilient. And, you will be surprised to know how this has been a growing trend that has impacted the toy industry as well. Both millennials and Gen Z have become a growing demographic in the industry.

If you are wondering if this is true because you haven’t quite seen any adults buying toys and stuff for themselves, think again. You must have caught people wearing a Peanut T-shirt or a Tom and Jerry shorts or even the latest Labubu craze that has taken the world by storm – not just Gen Zs, but millennials too. Fashion is a pertinent example of ‘kidulting’ as we are more attracted to what we would usually call “kiddish”!

Keeping the commercial aspect aside, what do you think the term ‘kidulting’ means? It is quite evident that the term has originated from ‘kid’ and ‘adult’, but the question arises, WHY and HOW two of these extremes have been combined to turn into a growing trend.

What is ‘kidulting’? 

Kidulting is rediscovering the joys of childhood, reliving those moments from our younger days and cherishing them deeply. It is a trend where adults embrace or enjoy activities, hobbies, and interests mostly associated with childhood, all over again. It can be buying toys, games, collectable cards, action figures like superheroes, making up your toy collection like the Tintin series or the Pokémon series,  cartoon-inspired fashion, or even stacking old video games, LEGO sets or even watching old cartoons.

And, guess what, visiting places to play and enjoy like a child, for example, theme parks, play arenas (designed for adults), also count. So, simply put, it’s all about experiencing things you once enjoyed as a child or might have missed out on in your childhood – irrespective of your biological age.

Who are ‘kidults’? 

While the term applies to anyone over the age of 12 who fancies toys and things traditionally marketed for children, our scope of discussion encompasses adults, particularly millennials and Gen Zs, wanting to relive their childhood nostalgia, enjoying hobbies and activities associated with childhood.

Also Read: Swipe, Match, Repeat- Love in the Digital Age

If you are a millennial or a Gen Z reading this right now, it might ignite that dormant spark in you to do something child-like once again, fire up that desire to look for your favourite cartoon on the internet or want to buy a soft toy to cuddle at night or buy yourself a toy-shaped bag or a cartoon-themed T-shirt. Mind you, it is quite normal.

I remember recalling our childhood games and memories whenever I meet up with my sister, Nidhi. Alas, we don’t have any of our old toys right now, but given a chance, probably both of us will end up cuddling that one-eyed teddy bear that we called Bunny (don’t ask for logic!) or that Barbie that we beheaded. Growing up with a sister makes those memories even more profound when you always had a ‘partner in crime’, aka ‘an in-house playmate’, at home. When we tell our stories to our little ones, they watch us with wide-eyed wonder and say, “Did you really do that!”

Did you know that in the US, adult shoppers spent $1.8 billion on toys during the quarter (2024), making them the largest spending majority across age groups?

It’s no different here in India as well. A report from last year says that millennials and Gen Z are key drivers of this trend, with a significant portion of adults aged 18-65 potentially interested in toys.

I recently read a TOI article that mentioned a toy store owner in Chennai, who sells comic and anime-inspired toys and figurines, stating that most of his clients are in the 22- to 45-year-old age group. It spoke about a whole generation of adults in Chennai spending their money on cartoon stickers, puzzles, board games, action figures, and related things. 

This got me thinking, WHY would an adult want to go back to being a child when all we wanted to do as children was to grow up? And what manifested in me made me realise the importance of enjoying our childhood to the fullest and living a mindful adulthood.

Here’s how I look at it, and I am sure you would agree too.

It’s a walk down memory lane.

We all love to visit memories of the good old days. We often see posts on social media urging us to remember things from our childhood, and many of us end up commenting and liking. Have you wondered why? 

Because nostalgia triggers positive emotions, makes us appreciate growth and pushes us to learn new things. Moreover, it has been found that it reduces the pain associated with current conditions. Remembering things that once made you smile helps you cope with a difficult present. So go ahead and use this aspect of kidulting to heal yourself.

It’s about giving yourself a second chance.

Did you miss out on collecting your favourite toy figurines as a child? Do you still have that pack of WWF cards you collected as a child? 

Well, kidulting might be your second chance to do it all over again. Collecting toys, saving chocolate wrappers, having fun with fake money, and so on – we have all done it in some way or another. Apart from the fun element, it was the thrill of the hunt, like who gets to collect all the rare cards or who has the max super hero miniature doll? As adults, our focus shifts to other things, but the underlying thrill factor is still there, and it is a happy and relaxing hobby to pursue.

Also Read: Not Just Living but Thriving Golden Agers

It’s about building connections.

As adults, we have been trying to connect the dots for a very long time now. Personal, professional, and social relationships often make us forget our relationship with ourselves. Kidulting might help fill that gap by connecting you to your roots and where you came from. This, in turn, helps you to build better social connections.

Recently, I came across several Instagram accounts that catered to board games and game rooms, strictly for adults. Yet, the games were those primitive ones we used to enjoy as kids. The idea now is to promote getting like-minded people together for connections and conversations.  

It simply feels good.

Kidulting might be the answer to one of our biggest worries, something that corrodes us from within – stress. Everything boils down to mental health because if something makes you happy, it’s making you emotionally strong, too. It reduces anxiety levels and increases your happiness levels & emotional well-being.

No doubt, nowadays, I notice more fun and recreational activities for adults at theme parks and game arenas. And, they seem to enjoy it all. Also, when it comes to fashion, the industry is exploding with cartoon-themed apparel and accessories. I picked a few for myself last week. And, being with my toddler, I feel good when her state of mind gets reflected in me, too. It makes me feel more creative and care-free!

Our perceptions evolve with time. An adult collecting Pokémon cards or buying a Hello Kitty dress is no longer childish; rather, they are perceived as ‘kidults’ who will continue to drive the toy sales industry in 2025 and beyond. It is more than a fad or a pastime. Revoking and enjoying nostalgia is now a lifestyle. I indulge in it, and urge you to do so too!

You might wonder that, as parents, we play games with our children, so what’s the big deal? What’s with the trend? But the idea of kidulting is not just to enjoy things with your child, but to cherish the moments yourself. 

If your inner self tells you to play the claw machine, do it.

If you are waiting to catch up on your favourite cartoon show, watch it. 

If your heart is wanting to buy the pink bunny plushie, swipe the card.

If you are dying to make that paper boat and make it float in the rain, don’t stop. 

If you wish to flaunt the Tom and Jerry t-shirt lying in your closet, don’t think twice.

If you believe that something tagged as ‘chiddish’ makes you really happy, go for it. 

If you believe that your inner child is still alive, bring it out and enjoy. People will no longer look at it with cringe, but rather embrace it as something beautiful. Growing up doesn’t mean growing out of what makes you happy and smile. Growing up means staying authentic to who you are and making choices that help you become a better version of yourself.

So, give wings to your wishes that you might have clipped long ago. It’s time to believe again that you can fly, you can touch the sky! And your sky can be pink, purple or even green.