Toys for Kidults
Never too old to play
In 2027, the "Toys for Kidults" special once again takes centre stage at Entrance Mitte of Spielwarenmesse. The steadily growing target group of Kidults – adult toy fans aged 12 and over – will find an inspiring selection of brands, products and trends right here.
Being a Kidult is an attitude – not a question of age
Being a Kidult isn't about age, it's a lifestyle. It's all about the joy of playing, collecting and discovering – no matter how old you are. The special brings together brands, products and trends and becomes the central meeting point of the Kidults community. Experienced specialists are on hand to advise and inspire retailers. Because adults who love to play have become a relevant, high-spending target group – offering enormous opportunities to expand your range and boost your revenue.
Kidults: A market full of potential
The target group of “Kidults” (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.
Source: Circana, period October 2024 – September 2025
USA: Kidults drive record sales
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 Europe's five largest markets
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 interactive experience world at Entrance Mitte
The 260 m2 interactive experience world "Toys for Kidults" at Entrance Mitte reflects the diverse interests of the adult target group with Collectibles, Creative Fantasy, Retro and Tabletop Games – offering plenty of product inspiration that should not be missing from any toy shop. Under the guidance of experienced promoters, all games can be tried out in detail.
Know-how for retailers
The special is rounded off with talks at the Toy Business Forum in Hall 3A – giving retailers targeted knowledge for successfully reaching the Kidults target group.
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
As a sophomore exhibitor, we were honored to be selected for Toy Pitch, Toy Trends, and Kidults programs - which brought much visibility to our brand & products.
Jennifer Chu, VP of Strategic Partnerships Diamond Art Club
The Toy Specials are always very interesting and enables us to get more visibility (we had 2 products in the toy trends area and 1 product in the toy kidults area this year, and lots of customers told us that they saw our products and were well displayed in the area).
Aurore Lambert, Export Manager Buki France
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
