Retro Toy Resurgence: Exploring the Most Popular ‘Nowstalgic’ Toys That Kidults Are Buying Today
Recent trends show that shoppers are becoming more willing to spend on toys that kick up nostalgia. Post-pandemic, there has been a significant resurgence in adults buying toys they cherished in their childhood.
An emotional factor drives adults’ passion for toys. Along with a longing for the years gone by, a survey by Sago shows that nostalgia is the key reason why adults seek out toys, as they offer immense pleasure and excitement to enthusiasts.
Even if the term ‘kidult’ emerged in the early 2000s, its popularity has surged after the COVID-19 pandemic, as many individuals are seeking to reconnect with the joy of their childhood days through retro toys.
I recently came across many videos and reels on social media featuring the fervent retro toy buying habit of adults. In this article, I will explore some of the most popular toys that kidults are buying today.
1. Building Bricks
It’s no wonder that LEGO bricks top the list of the most popular kidult toys over there.
Basically designed for children, these lovely building blocks have recently gained a strong following among kidults, with many enthusiasts fervently buying LEGO sets and enjoying the creative process.
LEGO bricks are no longer just a childhood fascination. Adults around the world have developed a passion for LEGO, evident in the famous LEGO maker LEGO Group’s notable $9.7 billion sales in 2023, partly driven by their recent focus on adult-themed sets.
According to Julia Goldin, Chief Product and Marketing Officer of the LEGO Group, the company identified a significant opportunity in the growing adult toy market.
In the past four years, the iconic Danish company has launched many adult-oriented LEGO sets, with around 150 options now available, accounting for about 15% of their total offerings. The brand is reportedly working to add more adult-friendly offerings to its collection of LEGO sets.
2. Action Figures
Action figures certainly constitute a passionate choice for kidults. Recently, there has been a resurgence in adults’ interest in action figures that evoke strong emotions and nostalgia.
According to studies, the superior build quality of these toys significantly drives many people’s desire to buy action figures, in addition to the so-called nostalgia factor. Recent adult-friendly action figure offerings from major brands like Hasbro and Mattel provide evidence of this trend.
There is no doubt that action figures serve as tangible reminders of childhood, allowing people to cherish those memories. The emotional connection to the past is significant, prompting many to rush to buy new offerings from major brands that cater to the evolving interests of kidults.
3. Board Games
Board games are a popular choice among adult toy enthusiasts these days. As you know, board games bring friends and family together, blending fun with strategy.
There have always been passionate board game fans, but in recent years, the popularity of board games has spiked significantly. These games effectively cater to a wide range of interests, offering themes from family-friendly fun to more complex strategic challenges.
Interestingly, the number of people moving away from individualized screens to engaging and cooperative activities like playing board games is rising quickly across the globe. This shift is evident in the sales data of major brands offering adult-friendly board games.
Many families, in my knowledge, enjoy playing board games together on weekends, providing a wonderful way to relax from work stress and screen noise.
4. Puzzles
Puzzles are another popular category of nostalgic toys that kidults wish to enjoy.
Often, adult puzzlers seek more challenging and intricate puzzles than the simpler ones kids love to play with. In addition, many see collectible value in puzzles featuring artistic, geographic, and historic themes.
The challenge involved in puzzles provides adults with mental stimulation and a sense of accomplishment. With the growing demand for adult-oriented puzzles, many toy makers now offer high-quality options featuring artwork from talented artists, scenic photos, and other captivating imagery.
Unlike board games, puzzles often present personal challenges for adult solvers.
As Thomas Henricks pointed out in a Psychology Today article, puzzlers seek “the secrets of the universe, its mysterious codes and arrangements,” highlighting the deep and introspective appeal of puzzles.
5. Plush Toys
We recently read about a Chinese man who cried over the loss of his plush toy named ‘Bread’ in the Spanish city of Barcelona. The news grabbed global media headlines as the 20-year-old man offered a reward of 500 euros to the Colombian man who discovered the toy on a city metro train.
Of course, plush toys are growing in popularity among kidults. Many people are looking for stuffed animals and other soft toys as a way to relieve stress, and they also help evoke sweet childhood memories.
As per a study by Life Storage, four out of ten Americans cuddle with some type of stuffed toy. The simple reason for this trend, as noted by Valerie Trapp in The Atlantic, is that people just love to have plush toys.
The Main Image: LEGO Batman: The Classic TV Series Batmobile
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