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The world of ‘Kidults’ - what should retailers look out for?

Toy Business Forum presentation from the Spielwarenmesse 2025

Adult toy enthusiasts are becoming increasingly important. Stefan Will demonstrates how retailers can attract and retain new customer groups with tabletop games, collectibles and events. Practical strategies for sustainable positioning in this growing market.

About the speaker Stefan Will

Stefan Will has been working in the games retail sector since 1989 and has been Managing Partner of Ultra Comix GmbH since 2005. As the head of the games division and a passionate collector himself, he offers deep insights into the world of kidults.

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