• Member
• March 18, 2025

Children find Magic Because They Look For It

On Line Meet on Toys for Kidults

Practitioners  toy enthusiasts  designers , educators   psychologists  and professionals were  brought  together by ‘Toys For All’   community   to explore the phenomenon of 'kidults'—adults who engage with toys for nostalgia, creativity, and mental well-being. The session aimed to:

• Understand the unique needs and desires of kidults.
• Examine the psychological profiles and motivations of adult toy users.
• Identify market trends and opportunities in the kidult segment.
• Discuss successful toy designs catering to kidults.
• Encourage innovation in toy manufacturing to accommodate the kidult audience.

Key Highlights

1. Understanding Kidults and Their Psychology

Aastha Puri  & Aakriti  Sharma  from  Christ University  discussed how kidults derive joy, stress relief, and nostalgia from toys traditionally associated with children. Insights were drawn from psychological theories, such as those of Adler and Piaget, to explain how toys contribute to identity formation, cognitive growth, and emotional well-being.

2. Market Insights

Mehak Singhal shared market insights, highlighting that:

• Kidults account for 25% of annual global toy sales, amounting to approximately $9 billion.
• The demand for adult-friendly toys surged during the pandemic as people sought comfort and engagement.
• Key motivators include nostalgia, creativity, social bonding, and stress relief.

3. Toy Design Considerations for Kidults

Mehak Singhal emphasized that successful toy designs balance playfulness with sophistication. Essential attributes include:

• Complexity: Puzzles, strategy games, and modular designs.
• Customization: Collectibles and DIY kits allow personalization.
• Premium Quality: High-end materials and intricate detailing.
• Collectability: Limited edition and exclusive franchise-based toys.
• Sustainability: Eco-friendly materials and processes.

4. Notable Case Studies

Examples of successful kidult toys were shared, including:

• LEGO Architecture Series – Complex models for adult builders.
• Nerf Rival Series – High-performance blasters designed for competitive play.
• Tamagotchi Smart – A nostalgic yet modernized digital pet.
• Funko Pop! Collectibles – Affordable and highly collectible pop culture figures.
• DJI Drones – Tech-infused toys catering to photography and leisure.

5. Neuroscience and Cognitive Enhancement through Toys

Laya  from IIT  Chennai  shared insights from Cognify, an initiative of  ReWire. Cognify aimed to create inclusive toys that enhance cognitive skills, particularly for neurodivergent children.

6. Social Stories and Their Role in Toy Design

Aastha Puri  & Aakriti  Sharma  from  Christ University   highlighted how integrating social stories in toy design benefits both children and adults:

• Building Social Skills: Encourages teamwork and empathy.
• Emotional Resilience: Helps manage frustration and challenges.
• Cross-Generational Bonding: Allows parents and children to connect through shared narratives.

7. Experience with Play as an Adult

Shreya Jain shared insights on the importance of play at every age through her research and experiences. She emphasized how play fosters creativity, relieves stress, and encourages social interaction. She also shared her personal experience of designing a toy display at the Museum of Solutions for their Adult Night event. The display demonstrated how toys can evoke nostalgia and provide a meaningful and immersive experience for adults.  

8.8. Psychological and Market Relevance of Kidults 

Ms. Nidhi Rawal Gautam , MPBOU highlighted how the “Kidult” phenomenon allows adults to embrace childlike interests like toys and games. She explained how these interests offer nostalgic relief, boost creativity, and improve mental well-being. She also noted that businesses can capitalize on this trend by catering to the emotional and stress-relief needs of kidults. Successful toy designs for adults should strike a balance between playful appeal and sophisticated aesthetics.  

Conclusion & Key Takeaways

• Kidults represent a growing and lucrative market that toy manufacturers should strategically target.
• Toys play a crucial role in mental well-being, stress relief, and cognitive engagement for adults.
• Innovative and inclusive toy design can cater to both neurotypical and neurodivergent audiences.
• Balancing nostalgia with modern advancements is key to designing engaging toys for adults.
• Social storytelling enhances toy experiences, making playtime more immersive and meaningful.

The meeting  provided valuable insights into kidult toys, offering practical knowledge for designers, psychologists, and manufacturers looking to tap into this expanding market.