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.

Hasbro is harking back to the '90s with the relaunch of Furby, piquing not only the interest of kids but also their nostalgic Gen Y parents. Kidulting behaviors have come to dominate pop culture as young adults' purchasing habits have shifted to maximize playfulness and escapism.

South Korea is growing into a nation of kidults who turn to nostalgia for escapism. The country has become one of the largest markets for classic Japanese character company Sanrio, a brand experiencing a global resurgence across different sectors, including food, fashion, beauty, and lifestyle.

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, andStar Wars. So, what does this mean? And what opportunities does it present?

Streetwear brand Cactus Plant Flea Market has partnered with McDonald's on a Happy Meal for adults, which includes a limited edition toy. With adults looking for nostalgic choices, brands are responding by fusing their contemporary tastes with products or experiences they enjoyed in childhood.