The 'kidult' phenomenon is driving a surge in toy sales across Asia, with adults rediscovering the joy of childhood collectibles. Blind boxes, mystery-filled collectibles featuring popular characters, are particularly popular among this demographic.
Forget the image of parents scrambling through aisles for the latest action figures or plushies for their children. Today, chances are adults anywhere between their 20s to 40s who are rediscovering the magic of childhood through toys — are spending big on themselves. Enter the ‘kidult’ — first coined in the 1950s by American TV executives for 18 to 44 year-olds who long for the toys, cartoons, and pop culture.
Today, kidults have become a massive consumer force, with market projections placing the toy industry in Asia at a staggering S$53.8 billion (RM241.29 billion) for 2024, according to Statista.A new era of collectiblesSome of the hottest selling items on the market are designed to appeal directly to adults. Blind boxes, are a collectible craze that’s taking Singapore by storm — with its contents a mystery until opened, offering the thrill of discovery along with the toys themselves. The model has exploded in popularity, thanks to collaborations with brands like Disney, Marvel, and Harry Potter, giving fans of all ages the chance to own a piece of their favourite universes. Euromonitor International consultant Jason Tjiptadi dismisses it as a mere passing trend, telling Singapore’she notes it as a fundamental shift in consumer behavior as kidults are opting for surprise and rarity over traditional toys. “In 2023, blind box sales grew by 12% in Singapore, while non-blind boxed dolls and accessories saw a 3% decline.”One of the standout stars of this new wave is Labubu, a fluffy character inspired by Nordic folklor
Kidults Toy Industry Collectibles Blind Boxes Consumer Behavior
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