Toys for Kidults
With an impressive and exciting product range, the Special "Toys for Kidults" at Spielwarenmesse 2026 captivated the press and visitors. Centrally placed at Eingang Mitte, the steadily growing target group of adult toy fans was the focus — with an inspiring selection of products and brands. Adults who enjoy playing have long since become a relevant and financially strong target group. They offer retailers enormous opportunities to expand their range and tap into additional revenue potential.
Kidults: A market full of potential
The target group of so‑called “Kidults” – i.e. consumers aged 12 and over – is becoming increasingly important in the toy market. Current market data show strong growth in the USA and the key European markets.
13.4 billion $ on toys
US consumers spent a total of 13.4 billion USD on toys for persons aged 12 and over from October 2024 to September 2025.
+12% year‑on‑year growth
this corresponds to an increase of 12% compared with the previous year.
30.2% of all toy sales
Kidults now account for 30.2% of all toy sales in the USA.
EU5: Strong development in the five largest markets in Europe
5.7 billion € on toys
In the five largest European markets (Germany, Great Britain, Italy, Spain and France) 5.7 billion Euro was spent on toys for persons aged 12 and over in the same period.
+14% year‑on‑year growth
That is an increase of 14% compared with the previous year.
32% of all toy sales
Kidults already account for 32% of all toy sales in the EU5 countries.
The 210 m² interactive experience house "Toys for Kidults" in Eingang Mitte reflected the diverse interests of the adult target group with the categories "Collectibles", "Creative Fantasy" and "Tabletop Games" and offered numerous product inspirations that should not be missing in any toy shop.
The Special provided trade visitors with targeted know‑how for successfully addressing the Kidults target group: inspiring product presentations showcased attractive entry assortments for Kidults and exciting themed worlds. Under the guidance of experienced promoters, all games could be tested extensively.
The topic is rounded off with lectures in the Toy Business Forum:
- Magical kidults and where to find them – A journey of discovery to the target group and their natural habitats
Carol Rapp, Managing Director & Robin de Cleur, Director Communications, Merz Verlag, Essen
Wednesday, 28 January 2026, 3:45 – 4:15 pm
- Ultra Comix: The fascination of kidults
Stefan Will, Managing Director, Ultra Comix GmbH, Nuremberg
Thursday, 29 January 2026, 2:45 – 3:15 pm
- Live Podcast: The Nerd & the Geek – Kidults vs. Nerds: How do we close the generation gap?
Carol Rapp, Managing Director, Merz Verlag, Essen & Jasmin Karatas, Concept in Gamification & Innovation in Branding/Games, JASMIN DENIZ KARATAS & RAW-R AGENCY, Baar/Switzerland
Friday, 30 January 2026, 11:15 am – 12:15 pm
- Cute economy – Kidults going gaga over blind box and plush
Ratna Sita Handayani, Head of Research - DACH, Euromonitor International GmbH, Düsseldorf
Friday, 30 January 2026, 2:00 – 2:30 pm
We are particularly delighted that our product is being showcased in the Special ‘Toys for Kidults’. Thanks to its central placement at the Entrance Mitte, our product benefits from exceptionally high visitor frequency and maximum attention.
Jonas Hufer, Founder & CEO Planet A Games
We got lots of great exposure from the Kidult Booth showing of Mega Hork. Thank you. It drove a lot of traffic to our stand along with the Toy Pitch presentation.
Nick Harman, Co-Founder Randimals
In co-operation with the experts from:
- Ultra Comix - one of the largest comic and game shops in Europe
- SPIEL Essen - the world's largest public fair for board games
