5 Minutes 
In a world filled with adult responsibilities and the pursuit of success, a fascinating trend has emerged – adults are embracing their inner child and diving back into the world of play. This captivating journey into nostalgia, dubbed the “Kidult Trend,” is often ignited by one innocent catalyst: toys. In a recent omnibus survey, Sago delved deep into the minds of respondents from the U.S., Great Britain, and Canada to uncover the complex reasons why adults are irresistibly drawn to the allure of playthings from their past.
Rewriting the Script on Growing Up
From board games and Legos to collectible toys and stuffed animals, a new trend is rewriting the script on what it means to “grow up.” This phenomenon highlights the undeniable power of play and the enduring connection between adults and the cherished memories of their youth.
The Digital Era and Nostalgic Passions
The digital era makes reconnecting with nostalgic passions easier than ever. Online marketplaces, social media groups, and digital platforms have given rise to communities centered around vintage toys, classic games, and retro pop culture. It’s a testament to the enduring love and desire to rediscover the magic of childhood.
Why Does Play Matter?
The Nexus of Nostalgia and Play
Nostalgia is more than just a wistful longing for days gone by – it’s a powerful emotional force that evokes both positive and bittersweet feelings. In our survey, a staggering 64% of respondents in GB, 6 0% in the U.S. and 39% in Canada cited nostalgia for childhood as the number one reason they collect toys and related merchandise. Additionally, a desire to maintain creativity and imagination (47% in the U.S., 40% in Canada, and 38% in GB) and a love for certain franchises or characters (42% in the U.S., 34% in GB) also contribute to this interest. The combination of these feelings and the tangible connection provided by toys creates a potent mix of emotions that drive adults to reconnect with the world of play.
Anchoring to the Past for Light-Hearted Joy
Toys aren’t just objects – they are time capsules that embody memories of carefree days and the excitement of discovery. As adults face the complexities of modern life, these toys become portals that transport them back to a simpler, more innocent era. They offer a narrative where adults can dictate their own scenario and outcome. Board games (55% in the U.S., 54% in Canada, and 49% in GB and video games (52% in the U.S., 42% in Canada, and 41% in GB are the most popular choices, followed closely by LEGO sets (44% in GB, 41% in the U.S., and 34% in Canada) and vintage or retro toys (41% in the U.S., 25% in GB, and 23% in Canada). This shows a profound preference for interactive and nostalgic toy categories.
Social Bonding and Stress-Free Play
Toys, especially those connected to shared cultural touchstones, foster connections and enhance social bonding among adults who share similar experiences and memories. Attending conventions related to toys, for example, has become a regular occurrence for 11% of U.S. respondents. In Canada, many respondents engage in online communities daily or several times a week. The younger age groups are more active in online communities, with the 35-54 age group also showing significant engagement. Additionally, 17% of respondents in GB mentioned the importance of “active engagement with the community (e.g., social media, events)” when it comes to making toy brands appealing. Influence from friends or online communities (24%) also plays a crucial role.
Regional Variations in Toy and Game Engagement
Regional variations add another layer to the enchantment of play. Different regions show varying levels of interest and engagement in toys and games. The Northeast region of the U.S., for instance, exhibits higher interest in attending conventions related to toys, with 12% attending at least once a quarter. London, on the other hand, has a higher engagement in online communities, with a significant portion participating daily or several times a week. In contrast, the Northern GB and Scotland regions have higher percentages of respondents who never engage, showcasing the unique influence of regional landscapes on adults’ embrace of toys and games.
By understanding the power of play and the emotional connection adults have with their childhood memories, businesses and brands can tap into this trend to create meaningful experiences and engage with their target audience in a fresh and profound way.
Looking for strategies to rewind time and capitalize on this trend? Check out “9 Ways Brands Can Harness the “Kidult” Trend and Spin Nostalgia into Gold.”
Methodology
These findings are from an omnibus study released by Sago between August 4-7, 2023, among a random selection of 2,680 of GB adults ages 18+ who are online panelists of Sago’s Community.
The results were weighted by age, gender, region, and social Grade to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction.
Sago is the global research and data partner that connects human answers to business questions. Combining a legacy of impact, global reach, and innovative spirit, Sago enables clients to solve business problems through extensive audience access and an adaptive range of qualitative and quantitative solutions.
