Toys for Kidults

Following the great success with press and visitors at Spielwarenmesse 2025, the "Toys for Kidults" special will once again be represented at a central location at Entrance Mitte. Here, the growing target group of adult toy fans takes centre stage – with an inspiring selection of products and brands. Playing adults have grown into a relevant, affluent target group and offer enormous opportunities for expanding the product range and increasing sales.

The 210 m² interactive experience world “Toys for Kidults” in the Entrance Mitte reflects the diverse interests of the adult target group through the categories “Collectibles”, “Creative Fantasy” and “Tabletop Games”, offering a wealth of product inspiration that no toy store should be without.

The Special provides retailers with targeted know-how for successfully addressing this audience: product presentations offer inspiration for an attractive starter assortment for kidults and showcase engaging themed worlds. Under the guidance of experienced promoters, all games can be thoroughly tested.

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