Objective:
Adult consumers have become an increasingly important source of category growth in the toy industry. From collectibles and building sets to nostalgia-driven brands and premium products, “kidult” shoppers are reshaping demand across retailers and categories.
During this one-hour webinar, YipitData, an alternative data provider for brands and retailers, will explore the evolving role of adult toy buyers and examine how nostalgia, collecting culture, and premiumization are influencing purchasing behavior and long-term category growth. Attendees will gain a deeper understanding of who these shoppers are, which brands and categories resonate most strongly with this audience, and how the kidult trend is evolving over time.
Who Should Attend:
All toy professionals are welcome to join; this session is specifically recommended for executives and teams responsible for development, sales, marketing, and research.
What You Will Learn:
Attendees will leave with a clearer understanding of:
- Who today’s “kidult” shopper is, including differences across age groups, household types, and income segments
- How nostalgia and legacy IP are influencing purchasing behavior and driving engagement with toy brands
- Which toy categories and products are seeing the strongest participation from adult consumers
- How parent and non-parent shoppers differ in their spending patterns, brand preferences, and purchase motivations
- The role of premiumization and collectible behavior in category growth
- Which brands, products, and retailers over-index with adult shoppers
- How the kidult trend is evolving over time and what it means for the future of the toy industry
Themes & Discussion Topics will Include:
- The Consumer Behind the Kidult Trend
- Who are today’s adult toy shoppers? We’ll explore the demographics driving participation across the category — including Gen Z, Millennials, Gen X, parents, non-parents, and higher-income households — and examine how their behaviors differ from traditional toy purchasers.
- Nostalgia, Collecting & Premiumization
- From legacy IP and collectibles to high-ticket building sets and premium products, we’ll unpack the emotional and economic drivers behind adult toy purchasing and analyze which categories and brands are benefiting most.
- What the Kidult Trend Means for the Future of Toys
- We’ll examine how adult participation is contributing to category growth, how shopper demographics are evolving over time, and what toy companies should consider across product development, licensing strategy, merchandising, and retail positioning.
Moderator:
Anne McConnell, senior director, market research & educational initiatives, The Toy Association
Presenters:
Alek Sanchez, senior insights associate for toys, YipitData
Alek has more than four years of experience supporting market, consumer behavior, and audience insights. He currently supports data-backed solutions and strategies across toys, games, electronics, and other key retail sectors.
Craig Richardson, head of toys, YipitData
Craig Richardson is a senior enterprise account executive at YipitData, where he partners with leading toy and games companies to unlock actionable insights from alternative data. Craig helps brands sharpen competitive strategy, optimize retail execution, and stay ahead of shifting consumer trends.
About YipitData:
YipitData helps brands and retailers understand the full competitive landscape by uncovering what’s happening across new and existing retailers, overlooked channels, and fast-evolving consumer behavior. By combining our near real-time data with our 11M+ transaction panel, we deliver timely, granular insights — from market share shifts down to SKU-level performance — so our partners can anticipate change, track competition, and make confident, data-driven decisions.