Ally Elphick is a Bristol-based Copywriter and Brand Strategy Consultant, who supports brands seeking to forge a more sustainable future for people and planet, together. When she's not reporting on emerging trends or exploring how her clients can better communicate their purpose, she's tending to her veg plot or making a dash to the coast for weekends spent surfing from the comfort of her campervan.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

Toy companies might usually be framing adults as the parents of the kids wanting to buy their products, but that is increasingly not the case. A 2021 Toy Association survey found that 58% of adults bought toys or games for themselves, a surprising trend which saw US toy sales surge by 37% between 2019 and 2021 to $28.6 billion. Characterized by Gen Y adults like Chloe Dykstra, a 33-year LA-based writer and producer who built a LEGO typewriter during lockdown and collects Razor scooters; these ‘kidults’ are shamelessly seeking to indulge their inner child through toys. 

Bloomberg

Far from being a covert past-time, buying adult toys ‘and having zero regrets about it’ has become an aspirational behavior celebrated with 

 videos on TikTok – amassing more than four billion views. 

Yahoo Finance

 While 65% of adults said they bought the typical adult toy of a board game, a near equal 61% purchased craft or build kits, 53% splashed out on collectibles, and 52% said they’d been hooked on video games. 

 “It’s hard to quantify precisely what the trend amounts to in dollars,” writes Kelly Giblom, a reporter at 

. “But industry executives say they’ve seen enough evidence that the segment is growing to roll out new marketing and products just for adults.”

The toys brands are creating for adults “are not necessarily things you’re going to want your kids, your nieces, and nephews playing with,” says Marissa Silva, editor-in-chief of 

 Instead, they are epic LEGO sets like the 

 kit, which has over 7,500 pieces and will test even the most die-hard 

 fan’s financial force with an RRP of £699, let alone the challenge of actually building it. Or Hasbro’s ‘most realistic’ 

, which includes ‘a stand and display emitter’, and can be theirs for just £299. Hardly designed for child’s play, Silva points out that “you’re going to want to take them and display them high up on a beautiful shelf somewhere.” 

 But while some adults are buying into the nostalgia of highly collectible items from big franchises, others are treating themselves to luxurious domino sets, or modern art jigsaw puzzles. This year, the Toy Association added a new category to its annual product awards, the 2022 Grown-Up Toy of The Year, which was won by LEGO’s Botanical bouquet set. 

 At a time when finances are being squeezed, what is drawing adults to spend money on toys, and how can brands meet this audience making more time for play?

Play as a way to live through the pandemic

The pandemic saw the loss of routine for millions of people, with some even losing sight of their day-to-day purpose; jobs were paused, educational institutions were closed, activities were cancelled, and socializing IRL was all but forbidden. Once a scarcity in busy lives, time became plentiful and people needed new home-based activities to keep them preoccupied; and many turned to toys and games to fill the void with fun and distraction. Big hits in the tabletop category were funny card game Exploding Kittens which experienced a 20% uplift in sales during the pandemic, while strategic settlers board game Catan saw sales increase by 144% in the first five months of 2020. 

The rise of the kidult mentality was already gaining ground pre-pandemic; 

 in 2018 appealed to busy and stressed adults; ‘Need an escape? Building with LEGO bricks reduces stress and improves your wellbeing. It’s zen, in the shape of a brick.’ However, this trend was accelerated during lockdown as Britons sought escapism in new and old hobbies; in the first six months of 2021 ‘kidult’ sales were 14% higher than in 2019 set against an overall increase of 6%, and in late 2021, the spending power of those aged 12 and over was worth 29% of the UK’s £3.3 billion toy market. 

The Guardian

“The world has been extremely challenging for everyone and these toys spark joy for a subject people are passionate about, that’s what is really driving it. Toy makers have noticed adults and are giving them more choice,” says Melissa Symonds, an analyst at NPD. 

, a brand selling modern jigsaws printed with the works of emerging female-artists, saw her sales boom by 550% during March 2020. 

Forbes

 Even after the world opened up again, and people were able to do more than jigsaw puzzles at home, JIGGY is “continuing to grow. Puzzles can be both a solo meditation but also, as the world reopens, a social activity to share with family and friends – it’s been fun to watch the puzzle parties our community is having across the country,” says Marcotte. “So many more people have rediscovered puzzles as adults over the last couple of years than ever before. Sure, some will drop off as they get busy again but I think a whole new generation of puzzle enthusiasts has been born!” 

Interview with Kaylin Marcotte conducted by author

Following the effects of the pandemic, 84% of people in the UK feel self-care needs to be a priority, while over in the US, 67% revealed that the personal self-care routines they established during COVID-19 – like at-home spa treatments – have become a permanent part of their daily life now. 

StudyFinds

 But while the notion of self-care has typically been associated with things like beauty rituals and health and wellness, adults are recognizing that toys can offer the same invitation to zone out and take some time for themselves. “Adults with high-pressured jobs are telling us they’re using LEGO to disconnect from the mania of the day,” said LEGO’s audience marketing strategist Genevieve Capa Cruz. “They’re looking for a relaxing, calming experience – and they like instructions because that’s what helps them be in the zone.” 

The Washington Post

Puzzles have also proven to be a popular means of mindfulness, because “they have so many benefits – the biggest ones are improved memory and sleep, decreased anxiety and chance of dementia,” says Marcotte. “In our ever-busy, over-stimulated world dominated by screentime, puzzles can provide a small respite, a way to mindfully disengage from our day-to-day stressors and focus on one piece at a time.” 

 Rebalancing the always-on exhaustion of reality with their reclusive, lockdown lives, where they experienced intensive relationships with those they lived with, people are recognizing the benefits of time alone. Indeed, adults who spent time alone, especially middle-aged adults, experienced personal growth (45%), developed competence (44%), autonomy (39%), and interpersonal connection (34%). 

Frontiers in Psychology

In fact, researchers have coined a new term for those who feel like they don’t have enough time to themselves – alonely (the opposite of lonely). A series of studies revealed “high scores of aloneliness were positively correlated with stress and general dissatisfaction with life,” said Dr. Virginia Thomas. What’s more, “when your need for solitude is continually thwarted by the stress of competing demands on your time (or space) the result is an increase in a feeling of aloneliness.” 

Psychology Today

 People are beginning to prioritize time alone because of its positive impact on wellbeing and relationships, with 85% of Americans believing that time for yourself on a regular basis is the key to a healthy relationship. 

New York Post

Adults seeking escapism in virtual reality

Coming out of the pandemic many predicted a spending boom fueled by a desire for escapism, away from political and social unrest, as well as people emerging from a period of forced isolation. Fearful of threats to health and finances, ‘consumers will become more willing to try out new forms of consumption that promise a rush of comfort, control, and happiness – even if the experiences are entirely simulated’, according to consulting firm Forrester, with 12% of US adults set to try AR/VR technology for the first time in 2021. 

Gaming is an increasingly popular means of escapism for adults, with many spending an average of eight hours gaming each week – just 45 minutes a week less than the nation’s youngest adult gamers (16- to 29-year-olds), and as many as 30% play to escape reality. 

Gaming and Media News

 “Being a grown up is harder and scarier than it’s ever felt, and many people feel emotional trauma and are looking for things that make them feel safe, and comforted,” says Lore Oxford, a cultural theorist. “Sometimes it’s nostalgia and sometimes it’s new fandom, but often in gaming and virtual reality it’s about playing together and being part of this fun, supportive community, which offers a support system for young adults who are suffering from a loneliness epidemic.” 

Interview with Lore Oxford conducted by author

 While many adults wanted time alone, conversely many young adults suffered in their isolation – 61% of 18- to 25-year-olds reported experiencing serious loneliness in the first year of the pandemic, and for some gaming provided a way out of that isolation. 

The Harvard Gazette

The social capabilities of the metaverse is central to its future ambitions, with immersive experiences like social VR offering a “relatively supportive environment, unlike traditional gaming platforms, which are notorious for their toxic culture,” says 

, an assistant professor of human-centered computing. “In particular, people from the LBGTQ+ community were able to form community support systems within social VR, and for some, this would be their only form of support as they didn’t have offline support.” Gaming and play offer a channel for escapism albeit in a virtual realm, and feelings and effects can absolutely be felt in the real world.

Between the pandemic, planetary health, and the cost of living, adults have crises coming at them from every direction, so perhaps it is no surprise that they have a rose-tinted perception of the past. An overwhelming 93% believe life was simpler back then, and are getting nostalgic about previous decades for happiness (44%), comfort (41%), and relaxation (31%) during this era of global gloom. 

the7stars

 “Nostalgia compensates for uncomfortable states,” says Dr. Tim Wildschut, professor of social and personality psychology at Southampton University. “For example, when people experience feelings of meaninglessness or a discontinuity between past and present.” 

AdvertisingWeek360

 Rather than just relying on their past glories and nostalgic appeal, there is an opportunity for brands to marry the past with the present, combining blast-from-the-past appeal with contemporary values, For example, LEGO sets with bricks made of plant-based plastic, or by tapping into the feelings of ‘communal nostalgia’ felt by Gen Zers by reinventing retro items – like the 

The pandemic reminded people to be gentle with themselves and each other, prompting a desire for collective care and community support – from neighbors forming mutual aid groups to brands donating goods to key workers and people prioritizing self-care. But even before COVID-19 struck, they were grappling with big societal issues and immediate personal problems like climate anxiety, political polarization, and the threat of automation. In response, adults are taking time out from reality to retreat into their personal spaces – 60% of Americans will be spending more time at home than they did pre-pandemic. 

Jungle Scout

’s scented candles that come with a Spotify playlist to set the mood – homebodies are elevating their own sanctuaries. What’s more, the social media fatigue from the pandemic has triggered digital weariness – with one in five Americans taking breaks from social platforms in 2020. 

MedicalXPress

 For brands who can offer coveted maximalist aesthetics like Crocs with their 

, or Kohl’s and Levis bringing back the SilverTab range 

, there is an opportunity to better appeal to people’s desire for ways to live joyfully and comfortably in times of hardship.

Adults are, naturally, far more discerning customers than children and today’s toy consumers want more than just a product to play with. “A product isn’t enough anymore – consumers want form and function; design, packaging, presentation matters. And they want a ‘why’ behind the brands they support; our profit-sharing model gives back to emerging artists from around the world and helps them make a living through their art,” says Marcotte. 

 To appeal to these design-conscious, purpose-led consumers, brands need to think about how they can make their products multipurpose – covetable for fun, form, and function. “We’ve reached peak individualism,” says Oxford. “People are feeling comfortable in their passions, they don’t feel the same pressure to grow up, get married and have children anymore. Play time has shaped culture for centuries, but now we’ve accepted that games are more than just infantile, guilty pleasures – they’re essential fun for adults too.” 

 Those brands that are able to frame playfulness and passion with a sense of purpose over profit, will appeal to the increasing number of adults looking for ways to wind down, without winding up their ethical purchasing habits.

 of US adults had bought toys and games for themselves

 of people feel self-care needs to be a priority following the effects of COVID-19 

 of Americans will be spending more time at home than they did pre-pandemic

‘Kidults’ are adults who are retaining a sense of youth by investing in lifestyles typically associated with young people, like games and fashion

Play is no longer considered infantile and frivolous, but a meaningful activity for adults to unwind and destress

Feeling the weight of the world’s problems, the rise of the ‘kidults’ has been accelerated by a string of multiple crises causing them to seek escapism from reality

Kaylin Marcotte is the founder and CEO of JIGGY, a direct-to-consumer jigsaw puzzle brand on a mission to modernise and elevate jigsaws and support female artists around the world. Prior to launching JIGGY, Marcotte founded Village Strategies, a marketing consultancy, and was the first employee at theSkimm, running its community marketing, social media, and Skimm’bassadors.

Lore Oxford is a cultural theorist and strategist. She's also the author of Substack column 'Why tho?', where she writes about internet culture and the adoption of Web3.

Shopping

Travel and Leisure

Toys and hobbies

Interview with Kaylin Marcotte conducted by the author

Interview with Lore Oxford conducted by the author

The pandemic lockdowns resulted in adults having more free time, with many cultivating new past-times, playing games, and finding new ways to escape the seriousness of being a grown-up by doing something they love. But who are the ‘kidults’? And why are they prioritizing playtime?

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