Its Christmas selection includes a £108 Ghostbusters blaster – although you are limited to buying three – and figures from the Marvel series Loki.
The US toymaker Hasbro has launched a UK website called Hasbro Pulse, aimed at collectors. The dearth of new film releases during the pandemic prompted people to revisit classic shows and films, fuelling demand for toys based on titles such as Back to the Future and Ghostbusters, as well as the expanding MCU. The biggest shoppers are 20- to 35-year-olds, who account for nearly 40% of sales, while two-thirds of spend is down to men, it says. NPD research shows adult buyers have a wide variety of interests, ranging from puzzles and board games to sophisticated kits for models, drones and robots. The kidult market is a lucrative one as the average spend per toy is twice that of the wider toy market at nearly £16 – reflecting the huge quantities of figurines and merchandise linked to blockbuster media properties like Star Wars and the Marvel Cinematic Universe (MCU) that are bought each year. There are still limits on experiences and toymakers have noticed adults and are giving them more choice.” “I think that’s what is really driving it. “The world has been extremely challenging for everyone and these toys spark joy for a subject people are passionate about,” she said. Melissa Symonds, an analyst at NPD, said this part of the toy market had benefited from the cash saved on commuting and socialising during the lockdowns, but that it was also about “bringing some joy into your life”. In the first six months of 2021 “kidult” sales were 14% higher than in 2019 set against an overall increase of 6%. The rise of the adult buyer was apparent pre-Covid but accelerated during lockdown as Britons sought escapism in new and old hobbies. The spending power of kidults (buyers aged 12 and over) is now worth 29% of UK’s £3.3bn toy market, according to market researcher NPD. It comes with a wire to suspend it from the ceiling, suggesting that like many toys in this area, it is designed to be looked at rather than played with.
Enterprise, with its 7.5cm tall crew and warp-drive sound effects, feature adults sipping drinks and admiring the assembled spaceship on their coffee table. Without the constraints of pocket money, kidults have become a major force in the UK sector, spending close to £1bn a year on toys. Enterprise.įorced lifestyle changes during the pandemic led to a step-up in demand from adults for games, building sets and collectible toys linked to their favourite shows and childhood interests. The usual range of Playmobil firefighters, knights and pirates has been joined by the spacemen James T Kirk and Spock, as the German company targets “kidults” with a £450 model of Star Trek’s U.S.S. Playmobil, Lego and Barbie usually feature on children’s Christmas lists but this year they are going after adults’ hearts, too, with collectible toys with a feelgood factor.
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