Raise Your Hand If You’re A “Kidult!”
I fully admit that I’m a “kidult!” I love *board* game nights, going to Disneyland, or Six Flags – WITHOUT kids – and watching Dawson’s Creek and Gilmore Girls.
It’s a great term, and it actually dates back to the 1950s when the TV industry used it to describe adults who enjoyed youthful programming. Today’s kidults, along with their adult paychecks, are driving demand for the pastimes and culture of their youth.
Kidults love their toys. A 2021 Toy Association Survey found that 58% of adults had purchased a toy for themselves, 65% purchased board games, 61% bought crafting kits, 53% bought collectibles, and no surprise here – 52% threw down money for video games.
The trend has also lead big brands to release toys geared toward adults: Grown-up-sized Razor scooters, adult Lego sets, and very expensive Barbies that only kidults would buy.
Adult coloring books are big business, as are Funko Pops, with their bobbleheads of just about any character – from Bob’s Bigboy, to Hannibal Lecter.
And get this: Google searches for adult bounce houses are on the rise. Oh kids – PLEASE make sure to share the video of your mom and dad in the bounce house!
So kidults, in closing I say and three little words: adult summer camp!
– Carla Rea
