Special Feature
Mattel
Mattel targets Kidult market at Spielwarenmesse 2024 Firm in its belief that play is for everyone and no one is too old to play, Mattel heads to Spielwarenmesse 2024 to shine a spotlight on its raft of Kidult toy ranges as the fair itself does the same thing via its Life’s a Playground theme. Here, the company tells Toy World readers why this sector is so important and how its latest launches will keep fans of all ages engaged.
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he adult fan base (AKA: Kidults) is nothing if not diverse, encompassing dedicated car enthusiasts, franchise lovers and gamers as well as everyday players influenced by trends or viral topics. However, Kidults are not just hardcore collectors: they’re also casual fans who may just want to remember their childhood, whether that’s through Barbie homeware, a Polly Pocket version of Friends’ most popular locations, or Little People versions of other favourite TV characters such as Ted Lasso. The adult fan market is also growing globally and expanding rapidly in the US. Kidult toy sales increased by $3.9b in 2022 compared to 2020, with 80% of that growth taking place in 2021 and continuing to progress through 2022. Europe has also seen major Kidult growth, with toy sales for adult fans increasing by 1b. Around 58% of Mattel’s adult fans are parents, meaning the company’s brands resonate not only with individual preferences but also within family contexts. For example, mums might buy themselves a Barbie signature doll for display while also purchasing a fashionista doll for their kids to play
with. Nostalgia plays a pivotal role, motivating 37% of adult fans' purchasing decisions. Mattel brands tap into this, from its very own core brands to licensed partners such as Super Mario, Ninja Turtles, Star Wars and WWE. As a leader in the toy space, Mattel offers a wide variety of toy ranges that appeal to consumers of all interests and ages as well as varying budgets. Its brands also offer longevity. Hot Wheels, Thomas & Friends and Barbie are cornerstones of grandparents’ and parents’ childhoods and are products they will continue to interact with throughout their lives. The success of the Barbie movie illustrates how brands can evolve. What started as a children’s brand is now a keystone of the cultural zeitgeist. Mattel has harnessed these moments to further connect with fans of all ages, creating a broad range of products spanning everyday dolls to high-end collectibles. The
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company also collaborates with best-in-class partners such as Universal, Warner Bros., Disney, WWE and others around the world to achieve an unmatched portfolio guaranteed to delight adult fans. Under the Mattel Creations platform, the company also produces high-end collectibles that offer room for self-expression. Mattel Creations sets out to create a new category connecting adults to toys and toys to art, offering an unrivalled experience in terms of what’s possible when adults and play collide. Read on to find out what Mattel will be showcasing at Spielwarenmesse 2024 in Hall 12.2, Stand P-15. The Hot Wheels Premium 1:43 Scale Vehicle range offers officially licensed replicas for adult collectors complete with Real Riders tyres and Metal/Metal bodies and chassis. Each Hot Wheels Premium vehicle features premium details for the ultimate in collectability and is slightly larger than
