Why are Australian kidults prioritising play?

©LEGO (2023)

REPORT

1 Jun 2023

When the world grows harsh, Gen Yers and Xers turn to nostalgia for comfort. We saw it almost a decade ago with the rise of adult colouring books for mindfulness – and now grown-ups are turning to LEGO, superheroes, and Star Wars. So, what does this mean? And what opportunities does it present?

Sectors
Travel and LeisureToys and hobbies
Location
Australia

Chris Loverso

Chris Loverso is the co-founder and managing director at Big Balloon, a full-service toy distributor in Australia, which distributes brands including Pokémon, Cabbage Patch Kids, Peppa Pig, Stretch Armstrong, and Bum Bums.

Angie Tutt

Angie Tutt is a senior director of marketing at LEGO Group. Tutt has more than a decade of experience working in marketing LEGO in Australia and the UK.

Alice Clarke

Alice Clarke is an award-winning journalist, producer, presenter, and script writer from Melbourne, Australia. She specialises in games, technology, TV, music, opinion, and general pop culture.

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