Singapore, Dec 25 — Forget the image of parents scrambling through aisles for the latest action figures or plushies for their children. Today, chances are adults anywhere between their 20s to 40s who are rediscovering the magic of childhood through toys — are spending big on themselves. Enter the ‘kidult’ — first coined in the 1950s by American TV executives for 18 to 44 year-olds who long for the toys, cartoons, and pop culture.
Today, kidults have become a massive consumer force, with market projections placing the toy industry in Asia at a staggering S$53.8 billion (RM241.29 billion) for 2024, according to Statista.
The evidence is everywhere—from revamped toy stores to limited-edition collectibles. A new era of collectibles The toys we once played with as children are no longer just for kids. Some of the hottest selling items on the market are designed to appeal directly to adults.
Blind boxes, are a collectible craze that’s taking Singapore by storm — with its contents a mystery until opened, offering the thrill of discovery along with the toys themselves. The model has exploded in popularity, thanks to collaborations with brands like Disney, Marvel, and Harry Potter, giving fans of all ages the chance to own a piece of their favourite universes. Euromonitor International consultant Jason Tjiptadi dismisses it as a mere passing trend, telling Singapore's The Straits Times he notes it as a fundamental shift in consumer behavior as kidults are opting for su.
