Cute economy – Kidults go gaga over blind boxes

The booming "cute economy" is opening up entirely new sales opportunities for the toy market. Kidults are not only into blind‑box collectible figures, they are also willing to invest in their passion. Ratna Sita Handayani of Euromonitor International GmbH analysed at the Toy Business Forum 2026 why this adult target group is so valuable, what brands like PopMart are doing to win Kidults’ hearts and wallets, and which risks companies should take into account.

About Ratna Sita Handayani

Ratna Sita Handayani has been leading a team of analysts for the DACH region in the Düsseldorf office since 2018 with expertise in Consumer Technology, Home & Lifestyle. She joined Euromonitor International's Singapore office in 2003 as an analyst for the APAC region with a degree in Computer Science (Business). From 2008, she headed up consumer research in the EMEA region from the London head office before moving to Germany.