Kidults: a business with endless possibilities

According to a recent report entitled "Demystifying the Kidult Toy Market in Europe", it can be deduced that the so-called Kaudult segment will experience a considerable boost. This segment includes all toys and games purchased for a customer aged 12 and older. In 2022, the value in the EU 5 (i.e., Great Britain, France, Germany, Italy and Spain) amounted to EUR 4.6 billion. In turn, toy sales for children have decreased by EUR 200 million since 2019. In contrast, they have increased by EUR 1 billion in the kidults segment.

In 2019, kidults still accounted for 23.4% of total toy sales. In 2022, it already rose to 28%.

This shows that this segment still holds a lot of growth potential and accordingly offers countless opportunities for brands, licensees and retailers.

Source: www.npd.com