TWM_Kidult Supplement June 2025

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The Kidults are alright

According to Circana data, the Kidult category now accounts for a whopping 30% of annual Toy & Games sales. A constant influx of new players in the sector and ageing global populations with disposable income are fuelling exponential demand for everything from action figures and model kits to home décor and cuddly toys, meaning more retailers than ever before are looking to introduce Kidult lines to their stores in order to boost sales. But with opinion divided on what a Kidult product is (and should be), how can toy retailers make the most of this opportunity? Toy World finds out, with the help of some big kids from this burgeoning marketplace.

Kidults – what are they? When did they appear on the scene? And why have they become such a big deal in the Toys & Games industry? Circana defines a Kidult as someone over the age of 12 who purchases a product usually associated with children for themselves. As definitions go, it’s a somewhat ambiguous one that has led to debates on social media; it means that a 13-year-old buying £20-worth of Pokémon cards is viewed through the same lens as a 40-year-old dropping £300 on the latest collectible anime figure. Nonetheless, it’s an important benchmark that allows Circana to drill down into sales data and work out who’s buying what – and Kidults are certainly buying a lot, doubling the demographic’s share of spending in the last five years from 15% to 30%. The Kidult is a discerning buyer with an eye for authenticity and detail and a desire to collect only the best of the best. Limited edition collectibles and numbered editions are highly sought after, as is premium display packaging that will look great on a shelf or in a display cabinet (models are often left unopened as ‘mint in box’ so they retain their value).

As for when Kidults appeared… again, it’s contentious. The Covid-19 pandemic is often touted as the start of the Kidult trend, but is that accurate? After all, the likes of industry stalwarts Jeremy Padawer and Dave Middleton,

both ardent adult collectors of toys, were around long before the pandemic (though Jeremy sadly lost his beloved toy collection in the LA wildfires earlier this year) and collector’s fairs have been taking place for decades. Hornby’s Scalextric, Airfix and Corgi brands, plus Lego, Funko, Mattel, Hasbro and many more, have counted adults among their fans for many years, long before they were given a catchy nickname.

What the pandemic did do for the sector was supercharge it. Millions of people suddenly found themselves stuck at home with money that would ordinarily be spent on holidays and meals out burning a hole in their pockets, and many began using it to buy toys and games instead, as much for their ability to cheer people up in a time of great stress as for their entertainment value. And voila, the Kidult category was (officially) born.

In the five years since, Kidult has become a very big deal for the Toys & Games industry, accounting for around a third of the total marketplace and growing at around 3% year-on-year. In 2024, it generated €4.8b in Europe and is forecast to reach around €6b by 2030. Far from being a flash in the pan or a short-term trend, Kidult is here to stay - and suppliers and retailers alike are clamouring to get in on the action.

“I feel like UK retailers, whether grocers, indie

specialists or chain toy stores, are catching up to the rest of Europe in terms of the adoption of Kidult products” notes Alex Neal, managing director of Mighty Jaxx, EMEA & Americas. “In France and Germany, for example, there are already huge sections dedicated solely to collector brands, but I see very good headway being made in an effort to catch up, particularly when it comes to anime and Japanese-inspired licensed collectibles.”

According to the company’s head of Marketing, Kirsty Mackenzie, Bandai has been producing figures and collectibles based on iconic Japanese, manga and anime IP such as Dragon Ball and One Piece for as long as the properties themselves have existed. Because these brands were only available within Japan for many years, they possess an element of authenticity – OG status, if you will – that some other, newer brands have yet to replicate; and their fans expect nothing less than the highest level of attention to detail as a result.

“The Bandai Namco group is expansive and covers notable brands such as Gunpla, Banpresto, Shokugan and a huge list of others, offering thousands of products spanning a huge variety of IPs,” explains Kirsty, who also highlights Bandai’s heritage in this space. “These range from mainstream properties such as Demon Slayer and Gundam to more niche titles, at least in the UK, like Overlord and Made in Abyss. And we don’t just

Feature Kidult

produce the main heroes and villains; we also offer secondary and tertiary characters and beyond, giving fans the chance to build out collections of even the most deep-cut characters. This depth allows us to cater to all demographics and all budgets, from pocket money collectibles through to our Premium format statues and figures.”

Earlier this year, in a joint piece written exclusively for Toy World, Circana and Generation Media noted that Kidults are actively buying products for use not just as toys, but home décor and lifestyle statements that proudly show off a Kidult’s fandom and passions. Some collectors have rooms for containing their toys, but growing numbers seem to be embracing geek-core elsewhere in their homes too, now the perception of adult toy collectors is no longer negative, but aspirational. Model or construction kits are an immensely popular choice for décor and display, a trend we’ve seen reflected in launches from the likes of Lego. Its Art collection includes Vincent van Gogh’s Sunflowers and The Starry Night, Hokusai’s The Great Wave and da Vinci’s The Mona Lisa, while the Botanicals range includes everything from modest bouquets and formal table arrangements to potted succulents and seasonal wreaths. Of course, the company’s more stereotypical model sets can also be used as display pieces; there are doubtless countless living and dining rooms across the country in which one could find a Lego Speed Champions F1 car or the very

recently-released Brick-Built Star Wars Logo - or if you’ve got the space, The Shire from The Lord of the Rings or Jango Fett's Firespray-Class Starship, which comes with a purpose-built display stand and plaque.

Paladone’s senior National Account manager, Burton Munday, tells Toy World that although the company has traditionally been positioned in the gifting sector, the expansion of the Kidult market has opened new doors and resulted in substantial year-on-year-growth. Paladone’s range includes drinkware, games and stationery designed for young adults passionate about pop culture. Its most successful category, however, is themed lighting. Its products are perfect for gaming rooms or elsewhere in the house, giving a nod to a favourite movie or game and bringing together personal fandoms with lifestyle spaces.

Burton says Paladone’s Superman-inspired Fortress of Solitude light stands out as one of the company’s biggest launches for 2025. “It’s an integral part of the DC universe, instantly recognisable to longtime fans and a point of interest for new fans as a result of this year’s movie,” he explains. “It’s the perfect combination of collectible and practical, making it a great gift of musthave for any superhero admirer.”

Ben Beattie, brand MD at model kit specialist Airfix, says the growth in the Kidult space has been ‘wonderful’ to witness. While much, he notes, is driven by nostalgic licences, he believes the appeal of Airfix lies in the tactile joy of the build itself and the evocation of childhood memories in which modellers enjoyed the hobby with their parents and/or grandparents.

“The heritage of our brand exists in the historical accuracy from events that resonate generationally,” Ben tells Toy World. “A great example of this is our new Space range. Launching this August, the line-up spans decades of space exploration, from the Apollo missions in the sixties to the Artemis missions happening now. Our fascination with space is evergreen; there aren't many kids or adults who haven't dreamed of being an astronaut at one time or another.”

Ben adds: “Airfix has always proudly positioned itself as a true Kidult proposition. We celebrate the journey that a lot of our fan community has enjoyed through our products. From their first introduction to scale modelling as a kid, often via a parent, to the time they become the adult, passing the joy of kit building on to kids of their own. What makes Airfix especially appealing to Kidults is that it offers something truly immersive. The experience of building a kit is hands-on and absorbing; it's about taking time to focus and enjoy the process.”

Mark Ashurst, Sales manager at Blokees, agrees, telling Toy World that as a pastime, model building is ‘very in vogue’. “Model building has always been around, but with the present climate and the need for some ‘me-time’. it gives consumers the opportunity to remove themselves from distractions, be present in the moment and gain a sense of achievement,” he says. It’s such an absorbing hobby, in fact, that charities such as Models for Heroes are using model making to help former and current Armed Forces and Emergency Service Personnel struggling with mental health issues. Readers can find out more in our exclusive special feature interview with founder Malcolm Childs, which can be found on page 14 (and don’t miss our other exclusive content from Pop Mart, Pavilion Distribution and Heathside Trading elsewhere in this

Black to Blokees though, which Mark describes as a toy brand based on detailed, construction-led, licensed

action figures that hit three of the category’s most popular sweet spots: building, collecting and licensing. Blokees’ licences cover the full IP spectrum - anime, retro and present day – while the Blokees Transformers line covers a wide variety of the franchise’s content streams including the TV series, comic books, live action movies and the most recent CGI movie, Transformers One. “Having spoken to many people within the Transformers community, it seems they all have a favourite era - and this influences what they choose to collect. As such, Blokees Transformers appeals to everyone - especially given that the models are also very affordable; our blind boxes range from £2.99 to £7.99.”

When it comes to price, data would indicate that Kidult consumers spend more than kids on toys and games, sometimes significantly so. Of course, adult buyers have more expendable income and don’t need the permission of a parent before making a purchase. Premium figures and dioramas can retail for hundreds of pounds, which doesn’t remotely deter hardcore collectors, while at the more affordable end of the spectrum, Kidults are able to buy up whole series or waves of ‘pocket money’ collections in a relatively short space of time. Retailers should consider stocking an assortment of carefully curated Kidult lines across all price points if they want to capture sales across a decent cross-section of the category.

Some retailers have been happily dabbling (or specialising) in pop culture and Kidult products for years, if not decades. Forbidden Planet was helping fans immerse themselves in pop culture properties since before owning a shelf-full of action figures as an adult was cool, Dave Middleton has just moved his Kidult store, Freak Treat, to a much larger premises owing to its success, and Toy Barnhaus is in the process of reconfiguring its shops to increase their Kidult areas and draw in even more consumers.

Others, however, have yet to get on board with this major shift in consumer behaviour. If ever there was a time to do so, it’s now; with the ongoing challenges the Toy & Games industry is facing, can anyone really afford to ignore a category with such huge potential?

The good news is that most Kidult suppliers are happy to support their retail partners with POS that makes creating a Kidult area in-store a straightforward, lowrisk endeavour. Mighty Jaxx, which produces licensed collectibles in partnership with artists from across the globe, each of which brings a unique art style to the table, provides a wide range of POS materials, from FSDUs to display solutions, to help its partners grow the Mighty Jaxx presence in store. The company’s ‘fantastic’ creative team, based out of its HQ, produces best-in-class assets that Alex Neal says its current partners love.

Paladone collaborates closely with retailers to create eye-catching and effective in-store display solutions. Recently, the company designed a 6-foot Creeper display to support the release of Minecraft: A Movie, which generated real excitement at retail. Burton Munday says: “We’re constantly innovating new ways to showcase our products, especially our largest category – lighting. We’ve developed motion-activated displays and dark boxes to highlight these items in stores. For new partners, we also assess their Kidult space and provide tailored planograms to help visualise how our products can appear in-store.”

Bandai benefits from a Sales & Brand team that’s just as into the ranges it offers as its fans are. These deep ties to the properties and products in its portfolio mean they’re able to offer true expert guidance to retailers looking to enter the Kidult space. Kirsty Mackenzie adds: “Physical retail activations are a cornerstone of community building, and so we emphasize branded areas, POS and acrylic displays for product, the latter being the most effective way to showcase items to fans.”

The company has a huge number of launches for fans to look forward to this year, with brand-new ranges

Feature Kidult

and the latest collectible series dropping monthly. This drives repeat purchases, tempting loyal Kidults back into stockists again and again. Banpresto welcomes new figures featuring the latest transformations from Dragon Ball Daima, plus new releases based on the latest seasons of One Punch Man and SpyxFamily, as well as the upcoming Demon Slayer and Chainsaw Man movies. The pocket money Shokugan range continues to expand and blind boxes from One Piece and Dragon Ball are landing on shelves this year, along with even more additions from popular ‘kawaii’ properties such as Chiikawa, Sumikko Gurashi, Hamtaro, Rilakkuma, and more.

Mighty Jaxx is also set to unveil new Kidult offerings for anime fans. The company’s One Piece lines, according to Alex Neal, have been ‘on fire’ for the past two years and will benefit further from an exciting launch arriving in the summer. However, Alex is most looking to the arrival of the new Street Fighter Arcade series. “As a massive fan of the video game, it’s brilliant to see us take it on in an 8-bit style that delivers something unique for collectors,” he enthuses. “I can’t wait to see the reactions from fans.”

The Kidult category isn’t all about toys, though. Trading card games are big business, particularly Pokémon, which has been hailed time and again so far this year by retailers of all sizes for its exceptionally strong performance. Ravensburger’s Disney Lorcana continues to enchant grown-up players and collectors too; the ninth set, Fabled, arrives on 5th September, following hot on the heels of Reign of Jafar, which hit shelves in May. Board games and party games continue to offer adults fun new ways to enjoy downtime together, whether that’s by solving a crime with a Casefile from Vivid Goliath or settling down around the 6th edition of Catan, from Asmodee. Keen puzzlers can also now take part in competitive, adrenaline-fuelled Speed Puzzling championships, which attract large numbers of adult

participants, while Kidults who want to express their fandom through clothing and accessories can do so thanks to Pyramid International’s range of T-shirts and Funko’s Loungefly bags and backpacks.

As retailers look to get in on the action, so too do suppliers. In the past few years, the industry has witnessed an influx of new Kidult brands – or brands purporting to be aimed at Kidults. While it’s perfectly understandable that toy companies would want to carve out a slice of the pie for themselves, there is a risk that too many new players, too soon, could water down the category and the definition of what a Kidult is (which, as mentioned earlier, is already up for debate). Industry experts such as Raffaele Martinelli, general manager at Cosmic Group Collectibles, are already warning of the most common pitfalls to avoid, chief among them succumbing to the temptation to slap a ‘geek’ or pop culture licence on a toy and declare it Kidult. These consumers are unlikely to be taken in by such an approach, meaning it will only serve to damage the perception of the sector rather than enhance or expand it.

Calling for a “thoughtful, respectful, and above all, genuine approach,” Raffaele explains: “Kidults are looking for value-driven experiences, not just objects. They expect well-crafted designs, premium materials, collectible packaging and storytelling that’s true to the original lore of the brands they’ve loved for decades. They appreciate attention to detail, fidelity to source material and often prefer limited or numbered editions. This is a discerning audience, willing to invest — but quick to spot superficial or purely commercial products.”

It's good advice. Burton at Paladone says he’s seen a similar influx of suppliers within the Gift sector, telling us that various competitors will often sign the same licences as Paladone holds, and that increased numbers

The Toy industry is growing up

The Kidult sector has become a significant player in the wider Toy industry, with several subcategories proving particularly popular among enthusiastic adult collectors. Circana’s Rory Partis takes a look at the numbers and highlights the biggest growth-drivers in this exciting marketplace.

The Kidults category continues to form a very important part of the UK toy market. Classed as consumers aged 12 or over, Kidults accounted for around 15% of all toy spending 10 years ago. Fast forward to now, and they make up around 29%a market share that has pretty much doubled in just a decade. One of the main reasons for this increase is that adults aged 18 and over have become a larger part of the Kidult sector. The trend towards adults buying toys was helped by the pandemic in 2020 and has remained strong ever since, with half of all adults who buy toys for themselves telling us they do so because it is fun, and/or good for their mental health.

Adult growth has slowed a little over the last couple of years and was flat in 2024, although, as the market declined, the share of Adults has increased again. The interesting difference is that the positive trend in Adults in 2024 came from Females, who grew by +2%, whereas Males were flat. Looking at

product trends, this probably shouldn’t be too surprising: Lego Botanicals enjoyed a strong year in 2024 and grew significantly around Valentines Day and Mother’s Day. This growth has continued in 2025, with Lego Botanicals being the second top property in value size in the total toy market for the month of February, as well as the second top gaining property. It’s not all about the flowers though: Plush is also a strong category for Adult Females and sales have continued to hold coming into 2025.

In younger Kidults, the trend is flipped on its head. Here, Boys 12-17 are the key growth area with a +13% increase in 2024. Building Sets and Games & Puzzles are the top performers, with The Lego Group and Pokémon outstanding. Pokémon has seen huge growth in 2025 and is trending up +123% (YTD April). Trading cards are a major driver of growth, with new ranges launched in 2025 having an instant impact. The Lego Formula 1 range, new for 2025, has helped

of retailers are developing and launching DTR ranges. “We’ve maintained growth and relevance by developing high-quality, innovative products that genuinely resonate with the fans of the licences we work with,” he explains, adding that with more than 50 properties in its portfolio, not many can offer the breadth and depth of licensing that Paladone can. “Although competition in the Kidult market is growing, few competitors offer the same level of in-world lighting and quality drinkware that Paladone provides.”

Kidult is not a bandwagon to jump on, according to Ben Beattie, but the expansion of the sector is certainly a reflection of the fact that more adults than ever before are looking for rewarding, well-made products that hold their interest. He says the risk of the category becoming diluted comes when products are rushed out or lack substance – when they’re designed to tap into a trend rather than to stand the test of time. Hornby’s brand success stems from the fact it respects its audience’s knowledge and enthusiasm and delivers something that feels both considered and worthwhile. “By focusing on depth, quality and staying true to what makes a brand distinctive, we believe the Kidult category can continue to grow in a meaningful and sustainable way,” he adds.

Mark at Blokees agrees, sharing his belief that the sector will continue to expand - but perhaps at a steadier pace. While dilution is to be expected, Blokees is ‘in it for the long haul’; Kidults are in its DNA. And ultimately, Mark says, “it is for the consumer to decide who stays, and who goes.”

Over the following pages, Toy World takes a deep dive into the all things Kidult, looking in more detail at 2025’s launch slate, how retailers are making the most of the category, and how suppliers are reaching these consumers through marketing.

Formula 1 become one of the top performing properties this year and one we would expect to be very popular with the Boys 12-17 age group.

With Kidults becoming such an important part of the UK toy market, we’re seeing more and more manufacturers moving into this space with products that lean towards Kidults and embrace new licences. Hopefully we will see Kidults continue to go from strength to strength in 2025 and

Respecting the geekiness

Toy World spoke to Saga Alliance’s Gregory Benassar, following the company’s acquisition of Heathside Trading last year, to find out what plans are in place to expand the business in 2025.

Can you tell us a little about Saga Alliance and how it came to acquire Heathside Trading?

Saga Alliance is run by four people, all either exAsmodee executives or former owners of companies that were sold to Asmodee. We have all been involved in the geeky collectible business forever, and we all started our journey into that business because we were passionate gamers or collectors ourselves.

We all joined Asmodee when it was aiming to become the worldwide leader of board games and geeky games. We succeeded, and Asmodee was sold four times during my time there. Over the past ten years, we averaged about ten mergers and acquisitions each year. When Asmodee was acquired by Embracer a few years ago, we were faced with a decision– did we want to have a comfortable job organising the empire, or did we want to build something new, utilising everything we learned through our journey, with our own money.

The four of us chose to start that new adventure with the formation of Saga Alliance, and Heathside was our first major acquisition. We saw that the Kidult and pop

culture business was fragmented – it encompasses a variety of categories, including toys, figurines and collectibles, as well as trading card games and board games.

We noticed that there wasn’t a player with a global vision in Europe. What we are trying to do is to build a pan-European global distribution entity, covering pop culture, kidult, collectible, licensed products and fanbased products.

Why did you choose Heathside Trading?

I've known Darren Epstein for over 20 years. I've worked with him at several different ventures, from when he was mainly dealing with trading card games through to him joining Heathside. So, we knew that Heathside had a strong distribution presence in the value channel; a rapidly growing segment that is becoming a destination where pop culture fans in the US and Europe can find products.

Heathside has also transformed in the last few years by adding the Khadou brand to its portfolio. From primarily being a closeout company distributing pop culture and licensed ranges into value channels, Heathside started to design and develop its own products under the Khadou brand, as well as distributing leading ranges from other companies. We saw this as a very important step, and our ambition is to continue to grow the Khadou part of the business, as many companies want access to value channels for their own collectible and kidult products. Due to the relationship Heathside has built over the years with those channels, together with a deep understanding and knowledge of the market, we are effectively acting as a Category manager to those buyers.

Trends and licensing are a big part of Kidult. As Khadou has enjoyed success with current and retro licensed brands like Molang, South Park, Only Fools and Horses and Sonic the Hedgehog, I saw that we could

expand our licensing presence to continue growing the business.

The other interesting part of the Heathside business for us was the acquisition of direct-to-consumer business Master Replicas, which targets a different audience – older collectors and consumers with a particular love of nostalgic pop culture brands. For example, Master Replicas is the worldwide exclusive master toy partner for Star Trek, while it is also now taking over the figurines that were with Playmates for so many years. The reason we can do that is because we have a database of a quarter of a million consumers around the world. We’re releasing and pre-selling very high-end, precise models and products that we are designing as an experience for hardcore fans.

Heathside is a multi-faceted business: it covers the value channel, it offers distribution opportunities, and the direct-to-consumer side of the business. While they are all different segments, they have the same goal – to provide pop culture collectibles to fans and kidults.

And while Heathside is very UK-centric, it’s also strong in the Netherlands because of the many value retailers based there. We are doing good business with the likes of Action, but also in Poland with Biedronka and Pepco. We recently opened France and Eastern Europe, and Germany will open just a bit later. Then we can take the ranges that are doing well in the UK into other territories across Europe.

How will you look to take Heathside’s various ranges forward?

With Heathside, we will continue to grow, building more relationships with various toy manufacturers and collectible manufacturers all around the world. We’re working extensively with the likes of Funko: we turned the traditional closeout business - where you buy now because there will be no more, and you don’t know what’s going to happen next month - into a repeat

Company Profile Heathside Trading

purchase model. Because of the nature of the products that we are providing through trading, people will come back to us regularly.

If we’re looking at Funko, fans want new products. Because we are real fans and we really understand what we buy, we are not just allocating products blindly to retailers - we are building assortments, understanding the demographic and the best-selling items for each of our customers. So, we are evolving it into an extended, hybrid version of what closeout is, because of our deep knowledge of the product and the retail market.

When it comes to Khadou, it is currently focused on specific channels, especially in the UK, which means that we have a lot of growth potential with the likes of The Entertainer and Tesco. Amazon is also a big growth target, as we currently trade in a very limited way with Khadou on the platform.

We will be strengthening our product development team and partnering with some real experts in this field. We are now working with Nic Aldridge – a well-known figure who is highly respected in the UK. He is helping us build a more long-term business model for Khadou by developing relevant ranges for all the retailers in the UK, not just the ones we currently trade well with. We will also be offering more distribution opportunities for companies that want to use our unique distribution facilities in the UK and Europe.

When it comes to Master Replicas, we are in the midst of localising it: at the moment, 50% of our sales are currently made in the US, which is a challenge with the tariff situation. So, we are diversifying by localising the range in French, German and Spanish, and also delivering international marketing activity to help customers in those countries find the products. In addition, we are evolving the range to appeal to a new demographic – the average Master Replicas consumer is currently 35-40+, so now we will be adding new products that will be targeted towards a younger audience. We are in the process of signing new contemporary, on-trend brands – we’ll announce more later this year, with a product roll-out in 2026.

What other plans do you have to strengthen your presence across Europe?

We are acquiring several companies in Europe that specialise in trading card game and board game distribution. However, our vision is not to have separate businesses handling games, toys and collectibles. All of the key retail and distribution channels are ultimately selling the same kind of product, which is Kidult and Pop Culture products. They all have several things in common: they are aimed at adults, they are predominantly licensed, or trend based, and they often have a collectible aspect. Whether they’re a pocket

money toy, a collector figurine, a trading card game or a board game is irrelevant - we see a growing market for products that are specifically designed for Kidults. And we understand that demographic because, to be honest, we are that demographic! I'm 50 years old; this is exactly what I've done all my life, so I understand the people buying these products.

What ranges are performing particularly well this year?

Heathside’s most successful range is currently South Park. Molang is also performing extremely well, while Minecraft, Five Nights at Freddy's and Sonic the Hedgehog are also having a strong year. Another brand that might go under the radar but is doing really well for us is Only Fools and Horses -you don't always need to have the biggest licence in the world if you're the main partner, you understand your demographic and you design the right product.

It's the same for Master Replicas. We have the largest range of Star Trek products in the world - it's a major brand for us with a huge turnover. There is constant demand because there is always fresh content with new TV series and new animation being broadcast every few years. Fans of the show are starved of products, and if you design the right products for them, they will come to you because they understand that you respect their geekiness.

How do you define a Kidult at Heathside and how does working with Heathside help retailers to really maximise on the Kidult category?

I think the key to attracting Kidult consumers is to first understand your demographic – these are people that are passionate about specific IPs or trends, and they are really engaged and immersed in that world.

In order to be relevant to them, you need to be able to identify the kind of IP they are passionate about as soon as possible. Take Digital Circus, for example: this is the kind of IP that we have managed to secure early, even though it is not considered mainstream across Europe. Identifying those IPs early enough and understanding the aspects of the brand that appeals to fans is key. It’s also vital to understand what the demographic is, why people find it interesting, and what kind of product they want to consume. Because if you're not designing the right product, even if you have the right IP and you understand the audience, you will not sell through.

A good example of this is what we did with South Park. There was no hype around South Park when we signed it. People knew of it, of course, but there was no big news - no new movie or content. However, people have consistently been fans of the show over the years - many started watching the show as teens, and at that time, there were few associated products. By understanding this audience, we can design products that resonate with them. For example, a talking plush toy that includes key features from the show can evoke nostalgia. The show is fundamentally about its writing, so incorporating elements that remind fans of their favourite memories allows them to relive those moments. It also enables them to share these experiences with others, highlighting the communal aspect of fandom.

I think you need to be a geek yourself or you need to have people that understand the geekiness of each of those IPs and products to design a product that will sell to Kidults.

It's not just the design team and the marketing team; it's also the salespeople. When they go to buyers and they recommend that IP, if you consistently show that you know what you’re talking about, the buyers are going to trust you. Of course, you never know for sure with licensed ranges. But if you're genuine and you know what you're doing, retailers will come to you to ask for your advice and recommendations. That kind of knowledge takes years to build up – and that’s exactly what everyone involved with Saga and Heathside has done, and it’s why we believe our investment in Heathside gives us a great base to grow within the UK and across Europe.

© MARVEL STRANGER THINGS ™/© Netflix. Used with permission. BLUE EYE SAMURAI ™/© Netflix. Used with permission. WEDNESDAY © 2025 MGM. ©Eiichiro Oda/Shueisha, Toei Animation

Special Feature Models for Heroes

Model citizens

The first charitable non-profit of its kind in the UK, Models for Heroes (M4H) supports former and current Armed Forces and Emergency Service Personnel through model making, offering a safe space in which they can socialise, learn new skills and rebuild their confidence following trauma, conflict and injury. Rachael Simpson-Jones spoke to chairman and founder Malcolm Childs about the organisation and the positive impact model-making can have on mental health.

Astudy published in 2023 indicates that PTSD causes as many as 41% of British Armed Forces medical discharges. PTSD can significantly impact a person’s mental health, leaving them depressed, isolated and uncertain about the future. This is where Models for Heroes comes in. Founded in 2017 by modelling enthusiast Malcolm Childs, the organisation supplies model kits to beneficiaries and teaches them the art of model construction. And along the way, they begin to heal.

“We quickly discovered that when their hands were busy constructing a model, the veterans that came to our groups would begin to talk to each other about their feelings and experiences in a way that had even the occupational health professionals scrambling to jot down notes on things they’d never heard of before,” Malcolm explains. “Suddenly, their military knowledge was valuable and applicable again – I remember one beneficiary who noticed immediately that the tracks on a tank were wrong – and that gave them a sense of purpose and belonging that had been missing from their lives.”

Within months, heeding the growing calls from other rehabilitation centres for similar services, Malcolm founded M4H. Friends allowed themselves to be drafted as volunteers to run sessions, while the generosity of donors from all over the UK saw the organisation provided with funding and model kits with which to get their work underway. Nowadays, a total of 200 passionate volunteers assist with the running of the

group. Beneficiaries, meanwhile, can choose from more than 60 M4H locations where they can enjoy face-to-face modelling sessions. There are also daily Zoom sessions, allowing modellers to work on projects from the comfort of their own homes.

Most of the kits M4H is donated come from private hobbyists, meaning there’s scope for suppliers to really make a difference by supporting the charity directly. Specialist model and hobby retailers can also set up M4H donation points, allowing customers to donate brand-new kits bought in-store. Popular brands include Asmodee, Airfix, Revell, Warlord Games, Italeri, ICM, Tamiya and Lego, while the most popular themes include historically accurate planes, trucks and vehicles from major military conflicts, sports and luxury car brands, and even fantasy wargaming.

Once built, the models either go on display in the beneficiary’s home or are taken to shows across the country, where the veterans who built them can mingle with likeminded enthusiasts, gain inspiration and ideas for their next build and proudly display their models to fellow hobbyists, temporarily free of their mental health condition and the stigma that still surrounds it; simply a hobbyist, a human with a passion for modelling and a brighter outlook on life than they had before.

To find out more about Models for Heroes, visit www. modelsforheroes.org.uk and to arrange a donation of unbuilt kits (with all parts present and the instructions and decals in good order), contact Malcolm Childs on malcolm.childs@modelsforheroes.org.uk

Company Profile Getting to know Pavilion Distribution Pavilion Distribution

Although Pavilion started as a video games distributor 12 years ago, it has now transitioned into a merchandise distributor with a focus on anime and Japanese brands and a catalogue of nearly 2000 in-stock lines. Zak Kilburn, Licence manager, tells Toy World all about the company and what it brings to the toy market and its customers.

Can you tell us a little about the history of Pavilion Distribution?

Pavilion Distribution was started 12 years ago as a video games distributor. As the market for physical games distribution slowed, we made the transition to merchandise distribution, focusing on anime figurines as we felt there was a lack of distributors representing Japanese brands/manufacturers in the market. We specialise in innovative collections and manufacturers that don't yet have widespread distribution in the UK. How has the company changed since it started?

The company has evolved, especially within the last few years, as we have taken on board bigger, more recognised suppliers that aren’t typically seen on shelf in the UK - without huge import fees or MOQs. Now, customers can visit the Pavilion webstore and discover products from brands like Youtooz, ReMent and Dark Horse to order. We’ve gone for the one-stop shop approach that makes it easier for buyers and are constantly adding new manufacturers and brands to expand this.

We're also running events for our manufacturers, so the Pavilion team will be at Toy Fair and both MCM Comic Cons. This year, we have expanded into Europe and will be attending Japan Expo in Paris with Bushiroad and Crux, and Gamescom in Germany with Youtooz.

What are the key ranges Pavilion offers that would be ideal for toy retailers?

At the moment, Youtooz, which we have partnered with in the last couple of years, is a runaway success. It’s a Canadian vinyl and plush figurine company that started online offering a wide selection of YouTuber, cartoon and anime figurines, and since then its has exploded in popularity and expanded its catalogue.

Fans in the UK/Europe are happy they can buy these lines without US shipping involved; we take them to Comic Con twice a year and the reaction is the best we've ever seen at manufacturer stands.

Youtooz is expanding its range to include even more exciting merchandise. The company has been at the forefront with popular craze franchises such as FNAF, Cult of the Lamb, Hazbin Hotel, Helluva Boss, Avatar, Chainsaw Man, Full Metal Alchemist and Call of Duty.

Our Blind Boxes work brilliantly for both retailers and consumers. They're a real growth area of the market, fitting neatly into the anime boom, and we work with a wide range of suppliers including ReMent, Beast Kingdom and more. Noodle Stoppers from Furyu have also emerged as an extremely popular product. They offer a great price point and are beautifully detailed and posed figurines that can be used to sit on instant noodles as they cook. Noodle Stoppers hits all the key franchises too, including Hatsune Miku, Demon Slayer, Jujutsu Kaisen, Hunter x Hunter, Spy Family, Overlord and Sakamoto Days.

How is the company approaching the toy market?

Our mission statement has always been simple: getting the best merchandise into the UK market. We've always offered a "supermarket" style experience, with retailers able to come and choose what they want, in the quantity they want, with no minimums or restrictions. We're very pro-active about the movement of stock too, so we’re always here to help if things haven’t sold or have moved too quickly. We don’t want customers’ money tied up in hitting box quantities or in stock that simply doesn’t work for them.

Our most recent addition to the team is Dean Cotton, who we brought on board to provide next level service to our amazing network of independents. He will be travelling across the UK (from Wales to Norwich and anywhere in between) to bring the latest products to stores and be a familiar face the indies can reach out to for anything. We will also be expanding to cover the rest of the UK over the coming year.

What support can Pavilion offer new toy accounts to help them make the most of the Kidult category?

We have no minimum order, no box quantities, free shipping over £150 (ex VAT), no upfront payment on pre-order, an easy-to-use B2B webstore and now our travelling account manager, Dean.

We pride ourselves on working with our customers to provide them with the best offer for their store and in the best quantities. We are flexible and due to the large number of varied customers, we can work out exit strategies if something doesn’t work for them. We are very approachable and happy to help, no matter how big or small the problem seems.

What are your aspirations for the toy market?

We want to bring interesting, unusual, top-quality collectibles and merchandise from all the best franchises at great, accessible pricing. We want to make customers feel like we used to, when we visited our local comic and pop culture stores.

What brands do you work with?

There’s a wide variety, including the aforementioned Youtooz, Bushiroad, ReMent, Furyu and Dark Horse, as well as Good Smile Company, Beast Kingdom, Abystyle, First 4 Figures, JoyToy, EXG Pro, Square Enix, Jazwares, Total Anime, Prime One, The Noble Collection and more. We are adding more every month too, so keep checking back for the freshest offers.

How can readers get in touch with Pavilion Distribution?

Our full catalogue of nearly 2000 in-stock lines and 1000+ pre-orders can be found at www.shop. paviliondistribution.co.uk. All a retailer needs to sign up to browse is their store name, email and contact details.

The team can also be reached on 01902 587025 or by emailing Jazz Devsi (jazzd@paviliondistribution.co.uk) or Dean Cotton (deanc@paviliondistribution.co.uk).

Talking Shop Just fan-tastic!

Retailers with a proven track record of appealing to the Kidult sector discuss how they engage their customer base and the products that are resonating with this booming demographic.

The Kidult category has always existed within the Toys & Games industry. Hornby Railway collectors go way back, as do Star Wars toy enthusiasts; believe it or not, Star Wars will be 50 in 2027…

Some retailers have been catering to this market for the last 25 years, if not longer, but in the early 2000s - when I first started out in toy retail - the industry didn’t understand the adult collector demographic or see the value of it. Kidult was a much bigger market than many realised. That changed when Funko first appeared in NPD (now Circana) and everyone decided they wanted a piece of the pie.

It’s more socially acceptable to been seen as a toy collector nowadays than it was 10 years ago. I’d never tell anyone at school that I collected toys for fear of being beaten up. Now it’s cool, and the sector has exploded into what it is today. The Kidult market is changing all the time though, as each generation grows older - the Pokémon kids of the 1990s are now in their 30s, after all.

Midco has always been ahead of the game when it comes to Kidult brands. I’m a toyaholic. I travel the world looking for this stuff and source products for toy companies alongside running the retail business; I’m just back from the LA previews, where I visited pretty much every major toy supplier (and a lot of smaller ones too). Reflecting how early adoption of the Kidult trend can pay off, our horror, anime and pop-culture merchandise and collectibles store, Freak Treats, has just moved to another unit within the Octagon Shopping Centre that’s almost three times the size of the original - demand shows no signs of slowing.

Trends out of the Far East are having a significant impact on the Kidult market, from anime properties and Hello Kitty to Sonny Angel and the craze for designer toy blind boxes, which I believe will take the UK market by storm. Labubu, from Popmart, is the one of the biggest - if not the biggest - brands after Pokémon, yet you won’t find it in toy shops.

TikTok and social media are driving consumers to go out and find these musthave items. Platforms are inundated with videos of celebrities showcasing these products as well as ‘toy hunting’ videos that show consumers queueing outside stores to get their hands on these coveted toys. The social media influencer vibe seems stronger than ever with Pokémon too. “Should I open it… or should I keep it sealed?” seems to constantly ring through my FYP on TikTok. Consumers love the thrill of the chase, and I see ‘card hunters’ trying to crack open packets to find rares. The hunt for the Prismatic Evolution ‘god pack’ was very real, and we sold out of the Prismatic Evolutions Super Premium collection within five minutes of opening the doors to Midco Toymaster on launch day. Bandai’s One Piece trading card game has also performed really well for us.

The secondary market is playing a part too; consumers love to buy something at the RRP that actually has a much higher resale value. Pokémon, Labubu and other viral brands can all demand a higher market value than their retail price, as long as the product is positioned correctly (and depending on supply and demand).

Even when we look at some more traditional toys such as Lego, the bulk of our sales are to adult collectors. The F1 Speed Champions range and Botanicals have both been standouts. A growing percentage of our sales is driven by collectability and the best products are those that appeal to both kids and adults. Kids are not playing with toys in 2025 in the same way as they did 10 years ago. Technology is providing instant gratification at the touch of a button - but kids and adults alike still love to collect and still love the thrill of the chase. For me, this is where the opportunity lies.

I love all toys and will buy literally anything. I’ll admit it - I’d still play with wrestling figures if I had the time, crack open my 1990s Hasbro figures and have a royal rumble. Now that is living the Kidult dream.

Dave Middleton - Owner, Freak Treats, Midco Toymaster, Midco Toy Planet

Matt Booker - The Corsham Toy Shop, Corsham

Adults have always purchased toys intended for children, so the concept of a kidult isn’t new. In many cases, they’re looking to rekindle their youth – now they have disposable income, they’re buying toys they either didn’t have or their parents couldn’t afford when they were kids.

I started my business 30 years ago – it was a small comic shop which sold a few ‘nerdy’ items, which eventually evolved into a full-blown toy shop. I sell a lot of mainstream toys these days, but my heart and passion are still with the nerdy stuff. I’m just a big kid myself and much of what I sell is product I would buy for myself, so I know what sells – it’s second nature to me.

I attend many trade shows, keep up to date with the best websites and even run a Star Wars news site myself. I’m also really into Lego; I’ve been selling the brand for years and have noticed a marked increase in releases aimed at kidults in recent years. Although before Lego specifically branded its adult range, adults were buying it anyway. The only thing that’s changed is that it has become more widespread and developed into a trend, especially with Lego Flowers and Botanicals, which has opened up a whole new area of the market.

The new Lego F1 range has also been very successful – in the first week of release, nearly all of the customers have been adults. Some have come in to buy one of each model, so they have a complete set.

By far the biggest Kidult range for us so far this year has been Pokémon – it has absolutely exploded since Christmas. Sales are definitely being driven by adults, and it is often generations: the kids I sold Pokémon trading cards to twenty or thirty years ago are coming in to buy new launches. Some come in at the weekend and spend upwards of £200 on Pokémon product. It’s also a classic case of supply and demand: sales dipped slightly last summer, so they decided to keep stock tighter for this year. Then the internet hype kicked in, and combined with the scarcity, it’s meant that customers have been queueing up when we get a new delivery of stock.

Besides Lego and Pokémon, other kidult ranges that always perform well for us include Funko, Star Wars and Transformers collectibles. Board games is another area that sells well to kidults, with games designed specifically for the adult market becoming more popular each year since the pandemic.

There’s also a fanbase of adult customers that are into collecting Epoch’s Sylvanian Families, and that has turned into very decent business at our store. TikTok has contributed to the brand’s popularity amongst adult consumers; even my old primary school teacher comes to buy them, and teens will often visit our store to buy the blind bags. I am looking forward to the anniversary range later this year, I think that will be a strong seller in the run-up to Christmas.

Andrew Staff - Forbidden Planet, Various locations

At Forbidden Planet, we see a kidult as someone who finds genuine joy in collecting, engaging with, and immersing themselves in pop culture, often revisiting the things they loved as kids, but also discovering new passions as adults. What’s changed over time is that there’s no longer a stigma attached. Twenty years ago, being an adult with shelves full of action figures might have raised eyebrows. Now, it’s mainstream. People proudly display their collections, attend conventions and are part of global communities. The term ‘kidult’ has matured; it’s less about nostalgia alone and more about a legitimate form of cultural identity.

It’s partly generational; Millennials and older Gen Zs grew up with geek culture becoming cool. These are adults with disposable income who are more inclined to spend on things that make them feel something. The pandemic played a role in accelerating that shift, as people sought comfort, escapism and a sense of control, which collecting offers. For the industry, it’s a talking point now, because the scale is commercially significant. It’s not niche anymore; kidult is a major market segment that’s impacting everything from product development to licensing strategies.

For us, it’s always been about being fans first. Our buyers and store teams live and breathe this stuff, so we’re not second-guessing what the audience wants. That helps us stay agile and intuitive in how we curate ranges. We balance long-term collector lines with fast-moving ‘moment’ products, and we work hard to keep stock levels in sync with the demand cycle. This is not an easy task when the internet can create or kill a trend in 24 hours.

Social listening, store-level feedback and strong relationships all play a part in keeping us ahead of the curve.

Pokémon continues to dominate for us, not just because of the heritage, but because of new content and generations of fans. Likewise, Funko Pop remains a strong format across multiple licences. Anime is a big growth area for us, and brands like My Hero Academia, Demon Slayer and One Piece are pulling in a younger adult audience. In terms of themes, nostalgia with a twist is resonating (think retro franchises with a modern refresh). Blind box collectibles are also performing incredibly well right now, especially formats that blend surprise, scarcity and strong visual design. There’s something about the mystery and the chance element that taps into the thrill of collecting in a visceral way. It feels playful but is also rewarding when you land a rare piece. Ultimately, it’s about stories and characters that connect emotionally. If a brand can tap into that, it’ll find a home with our customers.

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Kids at heart

Toy World asked leading industry experts about the growth of the Kidult category, how suppliers support toy retailers keen to appeal to this demographic and what’s next for the category.

Kelly Philp

Head of Marketing UK, Mattel

The Fan and Collector segment has seen remarkable evolution, becoming the fastest-growing area in the toy industry. To meet this demand, we are consistently growing our Fan and Collector category across our portfolio of brands, offering products that blend premium quality, cultural relevance and iconic branding.

We’ve significantly expanded our Fan and Collector range over the past few years, with standout lines in our Hot Wheels Premium die-cast, Barbie Signature, Monster High Skullector, WWE Elite and Polly Pocket compacts. Exciting recent drops like LeBron James’ ‘Ken’ doll, Hot Wheels Premium Ferrari collaboration and Little People x Beetlejuice collectibles sold out quickly, so we’re ensuring that our retail partners are optimised to meet these consumer demands.

Our Never Too Old to Play branding creates a cohesive umbrella that unites our fan and collector lines. We also develop stand out visual merchandising that uses premium design cues to appeal to adult shoppers. Retailers can count on our team for tailored POS materials and strategic rollout plans to support these high demand moments.

Engagement with our fan and collector audience happens across multiple touchpoints. Social media enables us to build authentic conversations and celebrate fan culture. But we’re also active in real-world fandom spaces. This May, we brought our iconic brands to London Comic Con for the first time, showcasing new launches such as Barbie x Doctor Who and Monster High Skullector Lost Boys dolls and immersive fan experiences for a captive audience.

We have built an intimate community of influencers by curating a toy and franchise programme made up of adult fans, doll collectors, die-cast enthusiasts and lifestyle content creators. These relationships expand our connection to the fan and adult collector market, bringing them a first look at our exclusive launches from influential voices in their communities.

The concept of play is being redefined, not just for children but for adults too; research shows that 51% of adult fans actively play with their purchases, while 32% display them (Forever Young Global Survey 2022). Looking ahead, expect to see even more curated drops, premium experiences and creative collaborations, as fans continue to seek exclusivity, storytelling and self-expression.

The growth of adult fans won’t replace the core children’s market but will elevate the category overall. Expect to see more hybrid activations, cross-category innovation (like our new Mattel Brick Shop) and cultural collaborations that blur the lines between toy, art and lifestyle. At Mattel, with over 80 years of heritage, we’re proud to lead this exciting next chapter.

Will Collinson

General manager, UK & Europe, Zuru

The kidult category has exploded over the last couple of years, driving significant growth to toys through higher price point SKUs and repeat purchases on ranges largely fuelled by the collectability factor. As a company, it’s changed how we market our products to ensure we’re staying ahead when it comes to reaching this audience.

It’s a combination of in-store guidance, smart marketing tactics and audience engagement, with a strong emphasis on visibility, accessibility and FOMO (fear of missing out). First, it’s about reaching the right audience, so they know where to find the product. That means engaging social content tailored to this demographic, influencer campaigns that highlight in-store availability and targeted kidult ads with strong CTAs. We also find that our retail partners build buzz using phrases like ‘online exclusive’ or ‘limited edition’, and by fostering an online community that interacts with the products.

We meet kidult consumers where they’re most active—on online and community-driven platforms. TikTok is No.1 for us, with short-form, trend-based videos that really resonate. By combining eye-catching content, community-led activations and emotionally engaging messaging, we keep kidult consumers excited, engaged and ready for the next drop.

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Gavin Lawler

CEO, Innov8 Creative Academy

The Kidult category is becoming an essential part of the toy industry in today’s market. Adults are now spending more than ever before on toys for themselves. I believe kidults are driven by self-expression, fandom culture and collectability. Social media platforms like TikTok and Instagram have continued to fuel this new market of collectors by turning creepy-cute, story driven toys into viral must-haves. With Deddy Bears, we have built a loyal community with a very diverse age range, and a large portion of these are kidults. Disruptive innovation is at the forefront of everything we do, and we have tapped into the evolving market of collectors by combining our weird humour, stories, collectability and eye-catching designs. This is how we appeal to a demographic that wants more than just a toy; they want a connection, a character and something that they can resonate with.

Kidult shoppers often look for products that feel different from traditional toys – something collectible, expressive and unexpected. We support retailers by advising on in-store placement that complements other pop culture or collectible ranges, ensuring the products are positioned where they’ll have the most appeal. Deddy Bears come in distinctive coffin-shaped boxes with acetate windows that stand out on the shelf, while Limbz — with their quirky, elongated limbs and poseable design — are equally designed to catch attention and make a great display piece. We provide many different SKU options to appeal to all kidults who may only purchase at different price points. We’ve provided end cap display examples to help retailers create impactful presentations that highlight both collectability and character while maximising visibility.

We market directly to kidults through social media platforms like TikTok, Instagram and Facebook where we use short form storytelling, character reveals and relatable humorous content to build brand awareness. We interact with our fans online and encourage them to show us their collections, favourite Deddy Bear and fan art - it’s like one big creepy-cute family. We collaborate with influencers, pop culture creators and collectible lovers to organically grow this community online. This creates an authentic fanbase and strong word of mouth momentum, making our products stand out instore as items most consumers already recognise.

Over the next five years, the kidult sector is set to expand further as more consumers look for products that offer nostalgia, self-expression and uniqueness. As more adults embrace the world of collectibles, we expect the demand for products like Deddy Bears and Limbz to grow. This shift will likely push the wider Toys & Games industry to rethink traditional product design, moving away from age-based categories and focusing more on personalisation, storytelling and fandom-driven appeal.

The impact on the industry will be significant. Kidults will become a larger, more integral consumer segment, and brands will increasingly need to create multi-dimensional products that appeal to adult collectors who want more than just toys. Expect more cross-category items, such as collectibles that can be displayed, shared or integrated into personal spaces, reshaping how products are marketed and sold. For retailers, embracing this shift opens up opportunities for year-round sales, with products that appeal not just as toys but as part of a broader collectible and lifestyle market.

Matt Shaw

Marketing manager, Epoch Making Toys

At Epoch Making Toys, we have seen exponential growth in the Kidult category, certainly when it comes to our Sylvanian Families Baby Collectibles, but also with our limited edition and seasonal sets.

The nostalgia the brand offers means those older kidults who had Sylvanian Families when they were younger have remained firm fans, wanting to continue to build their collections into their teens and adulthood. In addition, the characters, especially the babies, meet the demand for all things cute and small.

We’d recommend retailers start with products like our Baby Collectible blind bags, that appeal to both traditional toy customers as well as kidults.

We attended Comic Con with Sylvanian Families for the first time last year and following the overwhelmingly positive reception, we exhibited again in May. The show gives us a chance to engage directly with both new and existing collectors, with plenty of visitors saying it was their first time purchasing Sylvanian Families and that they were looking forward to starting their collections. We also recently launched a dedicated Sylvanian Families TikTok channel, allowing us to reach the huge audience of kidult collectors worldwide.

We predict that the kidult sector will continue to grow and become even more mainstream. We’re already starting to see that crossover now with kidults candidly expressing their passion. The demand will consequently lead to increased opportunities and visibility for toys and games within high street retailers which have traditionally sat outside of the sector, as well as more dedicated sales outlets.

Lee Crocker

Country manager UK & Eire, Cobi

The Kidult category, in my opinion has been around for many years – even hundreds of years. Over my 50+ years, it was the avid collectors of die cast, railways enthusiasts and modellers (planes etc), who many frowned upon within the toy sector. I would say that this particular market is slowly declining, because it’s generational. Although still hugely popular, the market for train sets is not the same as in the “good old days”.

The category has developed now, not just in terms of the product it covers, but also the customer and retailer base. No longer is it exclusive to males or to hobby/toy shops. The internet has driven some growth, and the likes of Red 5, Menkind, IWOOT have opened up the market. Several construction brands have begun producing products more skewed towards women, like the Lego Botanicals range. Companies like Cobi are experiencing tremendous growth because the old-fashioned box of bricks has been replaced with scaled sets tailored to the enthusiast or collector. Technology is also making these type of products more realistic and sophisticated.

We are happy to support toy retailers who want to position our products for the kidult demographic in their store but doesn’t know where to begin. This support will depend on what they are looking to achieve. We of course offer POS like shelf talkers, posters and wobblers. Later this year, we will have LED signage available (orders are being taken now), and for me, the most important factor is display models. These are eye-catching and allow the consumer to appreciate the style and quality of our products.

We don’t market our products to kidults directly. When we do it is in traditional magazines, and word of mouth and our quarterly catalogues, along with our established retailers help drive sales. We produce a monthly newsletter to retailers who in turn send out to their customer base.

I believe this sector will continue to grow for many years to come. This will only have a positive impact on the wider Toys & Games industry, and if retailers embrace the category, they will benefit. Technology means products will become even more realistic, and licensing will continue to be a big factor, along with brands that are prepared to innovate.

Felipe Noriega

Vice president & regional director - Europe, Middle East & Africa, YuMe Toys

Over the past few years, the Kidult category has transformed from a niche subculture into a dynamic growth engine in the toy and collectibles industry, driving serious revenue and innovation - and we are excited to be at the heart of this phenomenon. Pop culture has become lifestyle and nostalgia a form of social currency. This, combined with the strong purchasing power of kidults, has consolidated the Kidult category into an integral component of the retail landscape.

Our mission is not to just to ship products, but to partner with our customers in a way that helps them to also win big in the Kidult category. While I can’t divulge our secret sauce, I am able to share that our support comes in the form of consumer insights, ad-hoc product assortment, merchandising support (with a view to transforming shelves into true pop culture displays), and direct, retailer-specific investment in social media and influencer campaigns to help drive footfall into stores.

Dave Tree

The cultural relevance of our products, and the emotional connection this generates in consumers, is what steers how we market them. Evocative story-telling – often positioning our products in the context of nostalgia and self-expression – is how we tap into fan communities. We create content that presents our products in the slick manner that commissioned productions demand, and then we complement this by partnering with influencers and creators that help us add a more human, un-rehearsed touch that helps drive both awareness and conversion. We reach our Kidult consumers on social platforms, in experiential spaces such as fan events, and at collector-focused retail, both bricks & mortar and online. Retail has woken up to the importance of the Kidult category and, in the next five years, I think more space will be dedicated to adult-focused ranges, event-based launches and lifestyle experiences. More and more brands, from tech, décor, luxury and streetwear will enter the space via collaborations, and, as a whole, I think the Toys & Games industry will be shaped by the Kidult sector, becoming increasingly more thoughtful, more collectible and more focused on story-rich properties.

All The Cool Stuff, Fordingbridge

Personally, I don’t like the term ‘Kidult’; adult toy collectors are what they are. High street retailers have always known they’re there and have always catered to them - there has always been an adult toy collectors' market in every area. In the last decade though, some companies - particularly those that sell direct to consumers – have seen the category grow from a niche segment to their main demographic.

The sector has become low-hanging fruit for many toy companies due to its reduced risk, but I’m seeing less innovation as a result. The lure of nostalgia has been overplayed; there’s only so much consumers can withstand before the well runs dry, and some brands will face a real struggle if they don't start to think about what they’re offering.

However, the number of adults buying Pokémon has rapidly overtaken the number of kids. Lego Botanicals has recruited a huge female following and, for us, now outsells the other Lego sub-brands. Anything cute, adorable and tiny within a pastel colour palette is also proving popular, leveraging current fashions and tastes; Sylvanian Families, Squishmallows and Care Bears, for example.

Engaging and talking directly to customers and keeping an open mind allows independent retailers to keep up to date with what adult collectors are interested in. This goes beyond what they’re buying in store; having insight into what they’re watching, following, listening to etc. is incredibly useful. Understanding the consumer allows retailers to tailor their offering and give adult collectors a reason to come back and buy products.

Pop Mart's secret ingredient: Love Company Profile

Josh Selig is the creator and executive producer of many animated series including Small Potatoes (CBeebies/Disney), P. King Duckling (CCTV/Disney) and The Dog & Pony Show (Peacock in the US). He has a long history of developing original shows including The Wonder Pets (Nick Jr., toys by Fisher-Price) and Super Wings! (KIKA, toys by Alpha Group) and has received 12 Emmy Awards. Now the founder and president of China Bridge Content, Josh also works with Chinese companies, helping them to create original content for the international market. Here he shares how, currently, there's one retailer they're all keen to work with - Pop Mart.

Afew months ago, I didn't know much about Pop Mart except that it sold cute, collectible toys. Since then, I've learned a lot about this unique Hong Kong-listed company, and I'm now convinced it’s doing something far more important than just selling toys. Pop Mart is redefining the way original characters are created, marketed and, crucially, embraced by their loyal fan base. I believe Pop Mart has the potential to revolutionize the toy retail landscape.

Historically, characters have mostly been introduced to fans through animated content which is developed, produced and then shared on screens - large and small - across the globe This process requires a significant, and sometimes onerous, amount of time and resources, and only those IPs which build a massive, documented audience are in with a chance of securing a coveted toy deal. As most of you understand, selling toys is one of the few ways that an IP can make any money. ey player in this value chain - and one who's usually behind the scenes – is the IP creator.

Creators of shows, although absolutely critical at the IP's inception, are not typically involved in the development or marketing of the toys based on their characters. Most creators get left off the e-mail chain once the Consumer Products team takes over to develop style guides, design the toys, pitch at Toy Fair or Licensing Expo and sell the toys at retail. Only those creators with the strongest track records (or the priciest entertainment lawyers) ever get to see a penny of the revenue that their

IPs might earn in the world's toy aisles.

At Pop Mart, things are quite different. Pop Mart creators typically sign deals before any animated content is created, and they are invited to personally oversee the design of the toys that Pop Mart sells. Pop Mart creators are encouraged to appear at Pop Mart stores to share their creative process and engage with Pop Mart fans. Finally, most Pop Mart creators participate directly in the revenue of all their IP's toy sales.

Such artist-centric practices are almost unheard of in our industry and have at least two positive knock-on effects, which are a big factor in Pop Mart's success. Firstly, they build loyalty between creators and Pop Mart, something which is sorely missing in the entertainment business, where creators regularly jump ship to a competing platform or toy company. Secondly, they foster loyalty between Pop Mart and its customers who feel they're on the inside track with their favourite characters and their cool creators. It's this bespoke loyalty which has led international celebrities like Rihanna or Blackpink's Lisa to show off their Pop Mart toys, and it's what inspires fans to queue around the block whenever a new Pop Mart store opens its doors.

These aren’t the only factors contributing to the meteoric rise of Pop Mart over the past five years. According to Pop Mart's 2024 Annual Report, last year the company reported global revenues of 13.04b RMB (US$1.8b), a YOY growth rate of 375.2% (excluding mainland China) and an expanding presence in nearly 100 countries and regions. The company’s stock price is up 83% since 2020 with no signs of slowing downdespite tariffs.

I've read a lot of interesting theories about why Pop Mart's characters are so addictive, including this one from Annabel Rackham at BBC News, who wrote: "While it's difficult to pin their recent rise in popularity

to one particular ingredient, celebrity endorsement, social media unboxing videos and their ability to stir up nostalgia are all contributing factors." I would add that the success of Pop Mart can be attributed to one key ingredient: Love.

The writer Aaron Sorkin famously wrote in Vanity Fair that "The most powerful delivery system ever invented for an idea is a story." I agree with Mr Sorkin, and I would also argue that the most powerful delivery system ever invented for love is characters. Kids - as well as teens and adults – are driven to purchase character-based toys if they've cultivated a significant amount of love for that character. This type of love historically evolves over time as fans share new experiences with characters through various forms of media such as shows, films, games, manga, etc.

Pop Mart has developed what I consider to be a fast, new and highly potent "love delivery system." It starts with the creators' love for their character, which is protected and nurtured during the toy's development and marketing; this ensures the love remains intact until it finds a home in the heart of a customer. This love is usually felt most intensely at the moment a Pop Mart fan opens up his or her blind box. If you've never tried it, you really should.

As one Pop Mart staffer, Yuki Qi, wrote online, "Our star Lububu has taken cuteness to a whole new level. Her round, chubby face is super soothing...it's just pure dopamine overload. Every time I see it, my mood instantly lifts - it's truly my mental candy. I just can't help but love it."

It's not that other toy companies don't appreciate loveof course they do. But no one's ever corralled the emotion in quite the way Pop Mart does. In a world filled with uncertainty, a strong dose or two of love from a Pop Mart toy can provide real solace.

Hybrid theory

How would you sum up the new Carrera Hybrid range?

Carrera Hybrid is a combination of digital gaming, racing simulations and real-world racing games, which also incorporates traditional RC and Slot influences. It is designed to appeal to all users within these categories and bridge the gaps between them.

What

is

your primary target audience?

Pretty much anyone! The Carrera Hybrid app incorporates a ‘Career’ function that presents a series of driving challenges on different track configurations that can be built from standard set contents to increase driving skills and take players from ‘Rookie’ to ‘Legend’ as they unlock more of the app’s functionality. There’s also a virtual driving coach who’ll help to navigate the basics, which can be deactivated (and reactivated) once drivers are confident to carry on alone.

How does Hybrid work?

Carrera Hybrid cars are controlled via a free iOS/ Android app. Steering works intuitively by tilting the smartphone or using virtual joysticks similar to an RC car. There is also an option to interface a smartphone with a suitable game controller, while we’ll be launching our own dedicated Carrera Hybrid controller later this year as an accessory.

Virtual buttons on the phone display show the accelerator and brake, plus other functions including a power boost. The design of the app is based on the cockpit of a real racing car, to offer a natural driving experience and appeal to motorsport enthusiasts. The cars automatically scan the track as they drive around it and know exactly where they are via the app. Adjustable AI supports steering and helps cars stay on the track and find the ideal racing line. This is deliberately set stronger for beginners and can be reduced as experience and driving skill grows, creating a more realistic race experience. The Hybrid app also includes vehiclespecific and situation-dependent engine, brake and gear shift sounds when driving.

What other functionality does the app have?

The Collection mode contains a virtual garage to store the cars in, plus an area where players record the

Toy World spoke to Carrera Revell’s Andrew Rawlinson about the launch of the company’s exciting new racing system, Carrera Hybrid.

various track sections they have, which then allows them to build, name and store tracks virtually and to physically build their track as designed.

As drivers progress from beginner to expert and accrue more points, greater car functionality is unlocked in the ‘Tuning’ section, allowing them to choose different tyres, gearing and brakes to best suit the track layout they’re racing on. These are all part of the AI, so there’s no need to make any physical changes to the cars, there’s even the option to select virtual tyre wear for added realism.

How does the racing aspect of Hybrid work?

The Hybrid app allows up to 16 cars to take part in a single race, either in person or virtually, online. Players can enjoy the race experience alone, or set to Multiplayer mode to race with friends, potentially anywhere in the world. There are multiple Game Mode options to choose from, including Hot Lap, Race and Endurance, while race durations can be set for all modes. There is also the option to have all cars race on the same settings or as individually adjusted by each driver.

How does Hybrid differ from other race systems?

Unlike traditional slot cars, Carrera Hybrid cars can recognise and follow the track without being tied to a lane: the scanning technology and built-in AI developed for this purpose is patent pending. A significant difference for the gaming experience is the realistic handling, which for the first time allows players to drive on the racing line as they would in real life, plus they can overtake at any point, which creates more dynamic and close racing. The adjustability possible with the cars adds to this, allowing each car to be tuned to achieve the fastest lap times for a given track layout.

How does a consumer get started?

They begin with a set which contains two cars with built-in rechargeable (and replaceable) LiPo batteries, charge cables for the cars, car maintenance tools and 6m of interlocking track that combines a mix of Start/Finish straight, general straight and curved sections. The track itself is modular, with 12 different layouts that can be built

from the standard set contents. Additional cars can be purchased separately, while a number of expansion track packs and more specialist track sections are being launched this year to allow even more variety. There are no crash barriers to worry about as these are virtual, controlled via the app’s AI.

What cars are available?

Carrera Hybrid launches with the Porsche 911 GT3 R in various single-colour schemes, and we’ll be adding genuine race liveries to this car body this year. This will soon be followed by multiple liveried versions of the BMW M4 GT3 and Ford Mustang GT3. All Carrera Hybrid cars and any race liveries are officially licensed to ensure the greatest scale accuracy. All cars are built to exacting 1:50 scale with a vehicle length of around 95mm, while all cars feature working lights.

Depending on driving style, Carrera Hybrid cars can run for up to 30 minutes per charge, with a 20 minute re-charge time using the included charge cable.

Is the system complicated to operate?

The Hybrid system has been designed to be as intuitive as possible to use, allowing users to quickly navigate through the various features and settings of the app. In addition, a series of video tutorials are available to help demystify some of the more involved aspects. The more players use the app and drive the cars, the simpler it becomes.

When will Carrera Hybrid hit retail shelves?

Carrera Hybrid will be available via specialist retailers and online from September 15th. The app continues to be refined, and functionality will be expanded through periodic updates. We’ve got a lot

Discover Mojo’s new premium boxed collectibles, designed with the Kidult collector in mind. Our beautifully hand-painted Garden Birds and Koi Carp figurines are perfect for display, gifting, or collecting. Competitively priced and offering strong retail margins, these high-quality boxed collectibles are an ideal addition to any store looking to tap into the growing Kidult market.

Adult Collectibles

Pyramid International

www.pyramidinternational.com sales.support@pyramidinternational.com

Pyramid International has unveiled its latest Hello Kitty and Kuromi collections — bold, expressive and positioned for the ever-growing kidult market. Created with older teens and adults in mind, this range is all about celebrating character, colour and nostalgia with a modern twist.

Whether it’s through wearable fashion, collectible stationery or stylish accessories, this collection allows customers to reconnect with beloved icons while expressing their individuality. It’s a playful mix of personality and practicality, designed for grown-up fans who proudly embrace their inner child.

The kidult audience is emotionally driven, socially engaged and highly responsive to nostalgia and pop culture. From anime and video games to retro cartoons and collectibles, kidults are seeking products that feel personal and spark joy. Pyramid’s Hello Kitty and Kuromi ranges speak directly to that desire. These characters aren’t just cute — they’re culturally iconic. Hello Kitty delivers warmth, sweetness and universal appeal, while Kuromi brings attitude, edge and alternative flair. Together, they offer broad reach across style tribes and fan communities — from kawaii aesthetics to punk and pastel goth subcultures.

Product highlights from the collections include T-shirts, stationery sets and notebooks, posters and art prints and mugs.

The Hello Kitty and Kuromi T-shirts are crafted in unisex fits with vibrant, fashion-led graphics. These designs combine retro motifs, streetwear typography and expressive character art, making them ideal for gifting, styling or collecting.

From plush-covered journals to colourful A5 Wiro notebooks and coordinated pen sets, Pyramid’s stationery offers both form and function. They’re ideal for students, creatives and professionals who want to add personality to their everyday tools. Framed prints and maxi posters provide affordable, high-impact decor that fans can use to personalise dorm rooms, bedrooms or workspaces — a go-to format for visually-led, emotionally connected purchases. There are also character-themed mugs that include fuzzy finishes, 3D elements and bold prints for all age ranges.

Adults now represent a major part of the character merchandise market — particularly in categories like apparel and stationery. Stocking Hello Kitty and Kuromi gives retailers a strong foothold in this rapidly growing space. Attractive price points and wide appeal make them go-to gift options and, as fans love variety, new designs and limited releases drive return visits and collector behaviour, helping retailers maintain steady turnover year-round.

With worldwide brand power, eye-catching formats and emotional connection at the core, the Hello Kitty and Kuromi kidult collections are built to perform across in-store and online retail environments, supported by Pyramid’s flexible ordering and full marketing support.

Winning Moves

020 7298 9515 | www.winningmoves.co.uk sales@winningmoves.co.uk

With both feet firmly in the licensed toys and games realm, Winning Moves remains at the forefront of socially interactive gameplay formats by continuing to harness all the newest trends and licences for its wide product portfolio. After a strong 2024, Winning Moves is adding even more to its stable of games.

The new Wednesday Addams edition of Hasbro’s classic detective game Cluedo is ideal for 2-6 players and makes great entertainment for fans aged 12+. To enhance its Wednesday range further, Winning Moves is also launching Wednesday Top Trumps, just in time for the highly anticipated release of season two later this year.

Another eagerly awaited sequel comes in the form of animated action television series Blue Eye Samurai season two on Netflix. Due to the groundbreaking success of season one, Winning Moves has created both a Monopoly and Top Trumps in time for the new season launch. Both games honour the series protagonist, Mizu, as well as other characters and events from this iconic, cinematic creation set in Edo-period Japan.

2026 will introduce fans to the second season of Marvel’s acclaimed animated series, X-Men ‘97. Fans can now collect and battle with their favourite mutants in X-Men ’97 Top Trumps, featuring iconic characters and powerful stats. For a deeper dive into the X-Men universe, the X-Men ’97 edition of Monopoly lets players buy, sell and trade locations from the animated series while navigating classic Monopoly gameplay with a mutant twist. These officially licensed games celebrate the resurgence of X-Men ’97, offering collectors and fans engaging new ways to connect with the beloved franchise.

Stranger Things Risk and Cluedo offer immersive adventures set in Hawkins, Indiana, and completing the line-up is Stranger Things Top Trumps Limited Editions, packed with iconic characters and eerie facts from the hit series.

With over 500m manga copies sold worldwide and a hit Netflix adaptation, One Piece is one of the most successful franchises in pop culture history. One Piece Yahtzee is launching this year, bringing the globally beloved anime and manga franchise to the classic dice game format. Celebrating Luffy and his Straw Hat crew, the game combines familiar Yahtzee mechanics with One Piece characters.

With so much more to offer in terms of trends, licences and wide range of price points, retailers are invited to reach out to the team at Winning Moves for more information.

Adult Collectibles

MGA Entertainment

0845 0533 333 | www.mgae.com

Revolutionising the UK collectibles market, MGA’s Miniverse high frequency of trend-driven product launches continue to engage and appeal to the kidult market. Fresh for autumn, MGA’s Miniverse will be expanding its much-loved licensed ranges by tapping into even more popular global entertainment franchises. The upcoming extensions to the range, including Hello Kitty, continue to draw upon the powerful sense of nostalgia that resonates strongly with the kidult audience, evoking fond memories of iconic toys. From kidult retro to more family entertainment powerhouse franchises, MGA’s Miniverse has multiple licences set to launch in autumn, further highlighting the breadth of offering the brand has for the kidult space.

As the Harry Potter play set trend continues to spellbind fans on TikTok, MGA’s Miniverse Harry Potter collections are getting an update with two brand-new launches, including Make it Mini Honeydukes Trolley and another collection coming later in the year. The Make it Mini Honeydukes Trolley is a collector’s dream, with over 50 miniature pieces from candy jars to themed boxes. Other newness includes Make it Mini Halloween and Make it Mini Spaces Furniture pack, so kidult collectors can create and personalise their own mini furniture.

MGA Entertainment continues to redefine the toy industry and set the pace for innovative products that captivate the ever-growing kidult audience.

Revealed in 2025, Transformers: Age of the Primes opens the world of the Primes, the very first bots in Transformers mythology and a pantheon of Thirteen beings, each with a unique ability and personality. Every battle, every bot and every power in the Transformers universe can be traced back to one of The Thirteen. Fans can collect and combine different Transformers figures to create their ideal Age of the Primes lineup.

This new line gives collectors the potential to unite their favourite characters from across the world of Transformers robots into their collection. The Transformers Age of the Primes Deluxe Class The Thirteen Solus Prime action figure is 5.5-inches and converts between robot and Cybertronian armoured car modes in 28 steps. The Transformers: Age of the Primes Deluxe Class The Thirteen Alchemist Prime action figure is also 5.5-inches and converts between robot and Cybertronian armored car modes in 17 steps, with a two-piece Lenses Artifact accessory. The 5.5-inch Transformers Age of the Primes Deluxe Class Deception Crasher action figure converts between robot and sports car modes in 18 steps. It includes two blaster accessories that attach in both modes. Finally, there’s the Transformers: Age of the Primes Leader Class The Thirteen Onyx Prime action figure. This 7.5-inch The Thirteen Onyx Prime action figure converts between robot, centaur and beast modes in 12 and 19 steps. It includes a spear and a Triptych Mask Artifact accessory that the figure can hold in robot and centaur modes. The figure's tail can also be removed and opened into a bow accessory.

Hasbro Marvel Legends’ 1:1 scale reproduction of Doctor Doom's classic helmet boasts premium design and deco inspired by the character's signature look in the Marvel Comics. This Marvel role play set comes with a green fabric hood inspired by Doctor Doom's signature robe. It includes a stand and is great for display, a Doctor Doom Halloween costume or for Marvel cosplay. Fans can also bring comics-inspired scenes to life with Marvel Legends action figures, role play gear and collectibles.

The Hasbro Marvel Legends Comics-Inspired Action Figures line includes collectible six-inch scale Marvel Legends action figures, all detailed to look like a character from a specific Marvel Comics issue or series, with a six-inch scale plastic comic book accessory featuring the cover of the issue or series that inspired it. Marvel Legends figures are fully articulated with premium design, accessories and articulation.

The Black Series Star Wars: Revenge of the Sith 20th Anniversary Collectible Six-Inch Action Figure collection includes Star Wars The Black Series six-inch action figures, vehicles and role play items from the 40-plus-year legacy of the Star Wars galaxy, letting fans create galactic scenes with a faithfulness to Star Wars comic books, movies and series. With exquisite features and decoration, The Black Series embodies the quality and realism that Star Wars devotees love.

Star Wars helmet and Lightsaber adult role play items include the Star Wars The Black Series The Armorer Electronic Helmet, detailed to look like The Armorer’s helmet from the Star Wars: The Mandalorian live-action series on Disney+.

Character Options

01616 339 800 www.character-online.com sales@charactergroup.plc.uk

Kidult collectors can step back into their childhood with Character Options’ nostalgic new Mighty Morphin Power Rangers and WereBears ranges.

With new content coming and the revamped original series landing on Netflix this summer, Character has been named the UK & Ireland’s exclusive distributor for Playmates’ Mighty Morhpin’ Power Rangers toy line. Fans can expect a host of fun action figures, vehicles, collectibles and role play lines rolling onto shelves from August. AutoMorphin’ Ranger Figures are at the centre of this toy collection and can conceal the identities of the high schoolers by pressing the lever on their back to bring up their masks. Flipping the lever again will reveal their true identities.

The Dinozord line-up includes transforming stand-alone toys, or kidults can collect all five and combine them to create the ultimate iconic Megazord. A 12” Scale Megazord comes complete with light and sound effects, and there’s a Battle Bike and Red Ranger Figure, as well as role play MMPR Masks, Power Morpher Buckle with five power coins and a Blade Blaster.

The fun but fierce Were Bears collection is packed with appeal for the kidults that originally owned them in the 80s, as well as for a whole new generation. Just like the original characters from 42 years ago, this range of teddy bears will have both a soft and sinister side, appealing to both boys and girls with their wacky personalities. This original jump-scare plush has been reimagined for 2025, and the collection will include the much-loved characters of Grizzler, Howler, Fang and Gums – each with a transformation that goes from cute to gruesome.

Adult Collectibles YuMe Toys

www.yumetoys.com | emeasales@yumetoys.com

YuMe’s 2025 range reflects the shift of the kidult sector from niche to a major part of the global toy market, with the trend present in over 80% of its lineup.

While many brands are only just entering the Kidult market, YuMe Toys has been building its presence for years. With offices in the UK, USA and Asia working together around the clock, and a fast-growing footprint across Europe, YuMe has stayed ahead of the trend, predicting the rise in demand for collectibles that mix play, display and storytelling.

YuMe’s award-winning Hero Box series is a global hit, turning characters like Spider-Man, Deadpool, Harry Potter and Disney favourites into detailed collectible figures. Sold in both blind and window boxes, these items combine the fun of surprise with display-quality design and clever detail — a formula that speaks strongly to adult fans.

YuMe’s DZNR line adds a designer feel to plush toys, featuring top brands like Stranger Things, Squid Game and Jujutsu Kaisen. With textured 3D fabrics, high-end packaging and eye-catching design, DZNR plush sits perfectly between art and collectability, ideal for the Kidult market. YuMe has also expanded into other collectible formats, including Pocket Hero, Bobble Hero and Squish Hero ranges. These compact, stylish toys are ideal for desks or everyday accessories, letting fandom fit easily into adult lifestyles.

Hello Kitty’s 50th anniversary in 2024 was a major success for YuMe’s partnership with Sanrio, with a bestselling range that won over fans globally. YuMe’s 2025 range adds new figures, memo stands and light-up items, mixing Hello Kitty’s classic charm with fresh, modern appeal, perfect for nostalgic collectors and trend-savvy buyers alike.

With the buzz building around Disney’s new Stitch & Lilo movie, YuMe is meeting fan demand with two new ranges: the Art Gallery Series and Fun Series 2. These playful collectibles continue the fun of the Disney classic, appealing across generations.

Stranger Things remains a key part of YuMe’s offering, with Upside Down Capsules Series 3 launching ahead of the final season — a timely addition to a proven global hit that resonates with a wide fanbase of all ages.

Adult Collectibles

Carrera Revell

01296 660 291 | www.carrera-toys.com office.uk@carrera-revell.com

Carrera Revell’s offering includes a variety of lines to cater to demand from kidults seeking a nostalgia or collector fix.

Super Mario fan favourites Mario, Luigi, Yoshi, Peach, Toad and Bowser have crossed over from the digital world with Carrera RC and Slot Racing, from race karts and quad bikes to pipe karts, scooters and even drones. Sonic the Hedgehog also features in a range of RC and Slot Racing sets, alongside Shadow and Tails.

Carrera’s Digital 132 system takes slot racing to the next level, creating a race system kidults all know but with digitised track and cars to allow levels of tuning never before possible. Users can individually adjust speed and braking to suit differing track layouts, and perfectly time pitstops and overtaking to take the chequered flag. The simpler and smaller Carrera’s Go!!! range of F1 sets offers the latest cars from Oracle Red Bull Racing’s RB21 (Verstappen), Ferrari’s SF-25 (Hamilton) and McLaren Formula 1 Team MCL39 (Norris), with power-boosting turbo controllers.

Capturing the excitement of classic slot racing but with the latest AI-integration, Carrera Hybrid has no slots, so the highly detailed, licensed race cars can overtake anywhere on the track, using an AI-interface via an app to allow independent adjustment of speed, gearing, braking and more to offer an immersive scale race experience.

The book nook craze has really taken off in recent years, recreating different worlds in real wood that are displayed after assembly on bookshelves. Revell’s Tiny Adventures range includes scenes from the literary and film worlds, all featuring mood-enhancing LED back-lighting. Collectors can take a walk down Diagon Alley or enjoy a game of Quidditch with Harry Potter, sit on the Iron Throne in King’s Landing from Game of Thrones, admire the grandeur of Minas Tirith or the malevolent all-seeing eye of Barad-Dûr from Lord of the Rings or even recreate famous scenes from Disney’s The Jungle Book and The Lion King.

Revell Hobby lets fans rekindle their love of model building to create a display of the starships and characters that span the Star Wars galaxy. From X-Wings, TIE Fighters, Star Destroyers, Pod Racers and the Millennium Falcon, plus the more recent original-trilogy era Mandalorian spin-off Razor Crest, Speeder Bike and N-1 Starfighter, as well as The Mandalorian himself and Grogu, there is much to desire.

Revell’s Hobby range of plastic model kits covers many other genres, with race cars being a firm favourite. Kidults can recreate a piece of motoring history with 1930s Mille Miglia racers or classic race cars from the 1970s, available in kit-only or Model Set format with included glue, paintbrush and basic paints.

Revell’s Click System range offers a growing assortment that includes everything from the R.M.S Titanic to the Black Pearl from Pirates of the Caribbean and James Bond’s gadgetladen Aston Martin DB5 from Goldfinger. As the name suggests, parts click together without the need for glue and the kit’s plastic is pre-coloured so that paint is not required but can be added if desired. Markings are provided in the form of self-adhesive stickers or waterslide decals, making Click System kits ideal for both non-modellers and enthusiasts.

Whether it’s a Bond gadget, the unmistakable silhouette of the Batmobile or a Federation starship heading into warp, there’s something enduring about the vehicles and stories kidults grew up with – and Corgi has a wave of recreated classics designed to resonate with collectors and newcomers alike. 2024 saw the return of two of the most legendary vehicles in the Corgi back catalogue. The James Bond Aston Martin DB5 first launched in 1965 to coincide with Goldfinger; it has been newly tooled to celebrate the film’s 60th anniversary. With its working ejector seat, pop-up bullet shield and extendable machine guns, it’s the ultimate nod to Corgi’s golden age. This reissue marks the first time the car is available in an authentic Silver Birch finish, mirroring the on-screen original. Hot on its heels is the 1966 Batmobile, reissued for the first time in over four decades. Based on the 1966 television series, this model includes all the iconic features fans remember – from firing rockets to the Batboat tow hook – and now also includes classic-style Batman and Robin figures for display. Packaged in a faithful recreation of the original box, it’s pure nostalgia, retooled with collectors in mind.

Alongside these action-packed road icons comes a new mission: space.

Corgi’s Star Trek collection invites fans to boldly go back to the final frontier with highly detailed die-cast recreations of Starfleet’s most famous vessels. The USS Enterprise NCC-1701 Refit, as seen in The Wrath of Khan, captures one of the most dramatic arcs in sci-fi cinema, from the V’Ger crisis to Spock’s sacrifice and the ship’s ultimate destruction. The USS Enterprise NCC-1701-D, from Star Trek: The Next Generation, showcases the sleek evolution of the franchise’s most famous ship under the steady command of Captain Jean-Luc Picard. These reissues and new launches don’t just tap into nostalgia – they represent the growing appeal of collectibles that offer both quality and story. As more adults seek meaningful ways to reconnect with the characters they love, Corgi’s commitment to detail, authenticity and display-worthy design continues to set it apart.

Adult Collectibles

Mattel

01628 500 000 | www.mattel.com

Mattel presents its newest collectible launches for 2025, fusing rich storytelling, pop culture relevance and premium collectability. This selection is perfect for fans and collectors alikeperfectly designed for display on shelf, but also for storytelling and imaginative play.

For the first time, this May, Mattel brought its iconic brands to London Comic Con, showcasing new launches such as Barbie x Doctor Who and Monster High Skullector Lost Boys dolls as well as immersive fan experiences for a captive audience.

Leading the way is Barbie Deluxe Style, a fashion-forward line with glam fabrics, high-end silhouettes and trend-driven accessories. This showcase of self-expression and style speaks to nostalgic fans and fashion lovers alike.

For 2025, Hot Wheels brings the thrill of Formula 1 to racing fans at home, including Hot Wheels singles and 5-pack assortment. Each core 1:64 die cast car is built to race the iconic Hot Wheels orange track, while the Premium cars feature intricate details to replicate actual F1 cars.

Monster High continues to cast its spell on collectors as the original Monster High dolls return with ‘creeproductions’ of everyone's favourite ghouls. Earlier this year, the original collection relaunched two classics: Repro Operetta and Repro Toralei, while the iconic Beetlejuice Wedding Doll 2-Pack made its debut as part of the Skullector collection. Fans can look forward to even more original Monster High ghouls to drop later in 2025, and even more partnerships coming in the second half of the year. Meanwhile, fans of the hit Wednesday series can celebrate the ultimate creepy-cool duo with the Monster High Wednesday Addams and Enid Sinclair dolls capturing the show’s signature looks.

Polly Pocket is launching new sets ideal for collectors in 2025. The Addams Family Compact haunted lenticular portrait exterior opens to the iconic The Addams Family house and courtyard, while The Office Compact with the World's Best Boss mug exterior opens to reveal six micro character dolls and nostalgic locations.

The Fisher-Price Little People Collector range continues to present iconic production sets in Little People figurine size, including the newly released Disney Lilo & Stitch set inspired by the classic film, so fans can relive all the hilarious and heartfelt moments. The Harry Potter range offers stylised sets that tap into deep nostalgia with fan-favourite characters from across the icon film franchise, and the Wednesday set is perfect for fans of the hit series to celebrate teen angst and creepy moments.

Gaming nostalgia meets big-screen adventure in the Minecraft Movie Core Figure Assortment, with film-inspired accessories and character detailing.

The Mini Mode Spawn Egg adds a surprise twist with animated mini figures hidden in each collectible egg – ideal for desk display or unboxing content – and the Minecraft 8” Plush range brings movie inspired decos, soft-to-touch textiles and premium fabrics to life.

Mattel offers a cinematic special with collectible dolls inspired by Universal Pictures’ Wicked movie. The Elphaba and Glinda dolls present screen-accurate details, articulated bodies and high-display value – perfect for adult fans enchanted by Oz.

Just Play UK

www.justplayproducts.com uksales@justplayproducts.com

Just Play has a host of collectible lines for kidult fans this autumn/ winter.

Tiny Nightmares is a brand-new IP putting a dark twist on collectibles. The range features an array of figures depicting iconic horror movie characters from both classic and modern films from Universal and Warner Brothers, including Halloween’s Michael Myers, M3gan and Chucky. Each blind box contains a highly detailed threeinch figurine featuring “Terrif-eyes” which hold detailed reflections of their victim.

As master toy licensee for Disney Stitch, Just Play is a prime destination for toys inspired by everyone’s favourite blue alien. Fresh new movie lines are available alongside the existing Disney Stitch lines. Fans can add to their lineup of Disney Stitch figures, with brand-new Stitch Movie Time Blind Boxes and Swirl-a-Stitch Clip-On Figures to collect.

Available for pre-order from 626 Day (26th June) Disney Ultimate Stitch is the interactive feature plush with over 100 sound and motion combinations. Fans will experience a full range of all the feels – from playful sweetness to a full-on alien tantrum.

Disney Stitch Many Moods Stitch Plush brings Stitch to life with lightup, animated LCD eyes and over 50 sounds and phrases.

The Disney Doorables fanbase spans collectors young and old, with fans currently adding to their collections with this season’s Remember When theme. In autumn, kidults can head to stores to get their hands on the new series, introducing 60 new figures to collect.

Disney Duckalooz are stylised ducks based on characters from Disney and Pixar stories, and Warner Brothers DC Duckalooz are inspired by DC Superheroes stories. These classic toys are great display items.

Adult Collectibles

Zuru

www.zurutoys.com | sales@zuru.com

Following Zuru’s acquisition of the Fuggler Plush licensing rights last year, the funnyugly monsters have entered a new era, building collectability and hype with new collections, rare editions and licences appealing to a growing kidult market.

Instantly recognisable, these creepy creatures have human-like teeth, vacant eyes, disturbing demeanour and a signature Butt-on hole, grabbing the attention of big kids looking for a mischievous alternative for their collections. An extensive brand reboot is currently underway, with Zuru elevating the Fuggler universe through a wave of new licensing partnerships that tap into cult-favourite franchises and characters. New Misfit Monsters include Lord of the Rings, an unexpected take on the iconic saga. Dressed for the part and ready to bring chaos to the mission, these Fugglers are ready to embark on a journey full of mischief and mayhem. With three unique Lord of the Rings Fugglers to collect – Gandalf, Gollum and Frodo - this collection has been designed to appeal both to Fuggler fans and collectors of pop culture-inspired memorabilia.

Outperforming iconic heritage brands at retail in the US, Fugglers are causing a storm across social media platforms with an impressive 500m organic views on TikTok alone, and almost 5m likes on the official @fugglers channel.  The brand continues to gain momentum among influencers and celebrities, with organic shoutouts spotted from international pop stars and sporting personalities.

The upcoming autumn/winter 2025 period sees the unleashing of a core collection of Hairy Fuggs, Butt Ugly Pets and Misfit Monsters Fugglers, each packed with the signature offbeat humour and collectible appeal fans love. Special highlights include series 3 of the Fart Face Fugglers – a collection of five super-soft unique monsters each with a motion sensor farting nose –Mini Rascals, three Fugglers complete with mini versions of themselves, super-sized Bigg Fuggs and seasonal Festive Fuggs.  For Fuggs on-the-go, a new range of 5” Fuggler keyrings and 3.5” Baby Fugglers offer portability and value.

With a growing fanbase, standout social stats and an ever-expanding lineup of delightfully weird plush, Fugglers is firmly cementing its place in the kidult collectible market. Backed by robust marketing and expanding distribution, the brand is positioned to disrupt shelves and feeds while tapping into the humour, nostalgia and viral potential currently driving kidult trends.

One For Fun

01416 132 525 | www.oneforfun.com | sales@oneforfun.com

One For Fun is the exclusive distributor for Maisto and Bburago. This relationship enables it to meet all die-cast and R/C needs featuring Formula One and other prestige marques. This is the unique appeal for retailers of Maisto and Bburago – exclusive access to all the F1 vehicles as they become available for licence. All the top F1 teams and liveries are here and are exclusively approved by each individual team, making them the most accurate vehicles for collectors.

Last year, it was 30 years since racing legend Ayrton Senna died, and to commemorate him, McLaren produced a special liveried McLaren car for the 2024 Monaco Grand Prix taking inspiration from Senna’s iconic helmet. One For Fun has the Senna McLaren car this year, the only place fans can get it, in both 1/43 Norris- Senna Livery and in the R/C version 1:24 McLaren 2024 Piastri 2.4GHZ in Senna Livery.

Other R/C stars include the Red Bull RB19 2023 Verstappen 2.4GHZ and the brand-new 1:41 scale Mini Metal Die-Cast RC F1 Racing Track Ferrari 2024 Leclerc model. New in 1:43 is the 2024 McLaren MCL38 driven by Lando Norris. This die-cast model features the bold design and performance of one of Formula 1's most exciting teams and is ideal for collectors. The F1 Car assortment featuring 24 different cars makes a great display for the trade, showcasing the 1:43 vehicles in a CDU.

The brand-new The Lewis Hamilton British GP Selection Pack contains four vehicles in 1:43 die-cast scale, intricately crafted replicas of the official F1 Team vehicles driven by Lewis Hamilton. Other celebrated champion sets include the Max Verstappen Champion GP Selection pack, which contains four detailed replicas of the official F1 Red Bull Racing vehicles driven by Max.

Also ideal for collectors of any age is the 1:43 F1 Deluxe gift sets with display stand. Each contains seven highly detailed cars and a display stand – available for McLaren, Mercedes, Red Bull or Ferrari. Another great gift item for any F1 fan is the 1:43 Pit Pass Dioramas – these showcase a high-octane pit stop scene from the 2024 season. With intricate details of the car and team mechanics, each model captures the fast-paced energy of F1 racing. Fans can choose from Mercedes, Red Bull, Ferrari or McLaren.

All of One For Fun’s many action, R/C and die-cast ranges can be viewed on its website.

Adult Collectibles

Bandai

www.bandai.co.uk | sales@bandai.co.uk

Bandai UK’s extensive portfolio of stylised action figures, display collectibles and nostalgiarich properties continues to drive demand among a growing kidult and adult collector fanbase.

As distributors for McFarlane Toys, Bandai offers high-quality action figures across an eclectic range of classic and current properties, including Marvel Comics, DC Comics, The Walking Dead and more. With a new Superman action blockbuster hitting cinemas in the summer of 2025, McFarlane’s latest range of 5”, and 7” Superman figures include precision detailing, ultraarticulation, accessories, display bases and collectible art cards. The Marvel comics range of 1:6 and 1:10 scale pre-posed figures based on iconic comic book covers from Marvel’s storied history continues to expand with upcoming releases of Spider-Man, Fantastic Four, Deadpool, X-Men and many more.

Bandai’s Banpresto range features high-quality static figures at accessible price points, featuring the most iconic characters from leading anime franchises including Dragon Ball, One Piece, Naruto, Jujutsu Kaisen, My Hero Academia and Demon Slayer.

Bandai’s hobby division includes Gunpla model kits, featuring mecha from the Gundam Universe. Gunpla ranges comprise differing grades and complexities to appeal to all modelmaking levels, spanning from beginners to seasoned hobbyists, with no glue or paints required to build display-worthy mech at affordable prices.

As the home of Anime, Bandai’s popular lineup includes iconic, fan-favourite Dragon Ball, bringing with it an extensive range of character action figures. The core collectible range, Dragon Stars, includes over 50 different styles to collect, with an alwayson strategy to ensure that the most popular characters are readily available. An evergreen staple of the business portfolio, the Dragon Stars are highly detailed and poseable 7” figures with 17 or more points of articulation and can be posed in over 9,000 positions for both play and display. Each figure also comes with a second set of hands and/or accessories for extended play value and display styles.

Bandai’s 7” Anime Heroes action figure collection brings together some of the most popular characters from across the Anime spectrum. With episodes of One Piece dropping on BBC iPlayer and new episodes airing on Netflix, this line is one of Bandai’s hottest collections. Each figure includes personalised accessories and at least 17 points of articulation.

Bandai’s pocket-money collectible range continues to expand with more licences being made available to the UK market, including anime fan favourites One Piece and Dragon Ball; Kawaii cuteness with Chiikawa, Rilakumma and Hamtaro; alongside new waves for brand favourites, Kirby, Mario, Godzilla and Tenori Friends.

Enjoying a resurgence amongst Millennials, Tamagotchi remains a pop culture powerhouse with retro-cool appeal for the nostalgia-seeking kidult market. While new models such as the Tamagotchi Connection and Tamagotchi Nano bring new ways to play for a new generation, the core Tamagotchi values remain, including the iconic egg-shaped shell, Tamagotchi characters and the nurture play pattern as seen in the 90s.

The Lego Group

01753 495 000 www.lego.com

In recent years, many adults have embraced the joy of play and the idea of reconnecting with their inner child, a trend which aligns perfectly with Lego’s commitment to creativity and imagination through play. With a diverse range of products designed for adults, Lego encourages kidults to rediscover the fun of building. The experience of constructing these sets is as enjoyable as the final product, providing a break from screens and a chance to engage in a creative task. Whether interests lie in F1, gaming, or fantasy, the Lego sets below capture this spirit.

One of Lego’s notable recent releases is The Lord of The Rings: The Shire. This set pays tribute to one of the most beloved fantasy worlds, allowing users to create their own version of the Shire. With detailed features and clever references, it offers a satisfying building experience that rewards attention to detail, making it appealing for collectors and fans.

For superhero enthusiasts, the new Iron Man MK4 Bust’s sleek design and vibrant colours make it more than just a toy; it’s a collectible piece. The set exemplifies how Lego has expanded its offerings to include items that resonate with adult fans and their interests.

Gamers will appreciate the Mario Kart – Mario & Standard Kart. This set’s broad appeal and giftable size make it a smart choice for retailers looking to generate excitement in-store, while also providing a hands-on way for adult fans to celebrate their love of gaming.

The Ferrari SF-24 F1 Car brings the thrill of F1 racing to the fingertips of fans. Like other F1 models, this set features precise engineering, including a working V6 engine block and detailed livery. The Ferrari SF-24 F1 is an engaging build that will attract motorsport enthusiasts, making it a valuable addition for retailers.

A more affordable option, the Plum Blossom set offers a moment of calm and a chance to unwind. The Lego Botanicals collection encourages adults to explore their creativity. Users can also use the Lego Builder app in Build Together mode to enjoy the building experience with friends and family. Another option is the Tiny Plants set, which features a collection of miniature blooms from around the world. This set allows adults to create their own piece of nature, making it a great way to kickstart a love for Lego and explore creativity.

Adult Collectibles

Wow! Stuff

07817 273 766 | www.wowstuff.com

kaya.leadsford@wowstuff.com

Wow! Stuff is levelling up its innovative Nano Pods range with new additions featuring blockbuster IP launches, designed to appeal to today’s ever-growing kidult and adult collector markets.

The innovative, connectable and highly affordable collectibles include extensions to its fan-favourite Super Heroes and iconic character brands. Launching into retail for Q2, Wow! Stuff unveils three major collections with Disney Stitch, Disney Princess and Marvel’s Spider-Man, aligning with wider franchise release plans for the year ahead. Each line features 12 unique, hexagonal Nano Pods containing a miniature fan-favourite character and super-rare chase figures to drive repeat purchases.

Designed for display and play, Nano Pods slot together in endless configurations for fans to connect their collections and create patterns of their choice. Ideal for desks, shelves and collector walls, the pods deliver a display impact to match the satisfaction of the unboxing experience itself.

Maximising shelf presence and impulse sales, the latest series comes in new blind foil bag packaging, supported by CDU dispensers and eye-catching FSDUs, designed to drive in-store engagement and impact at retail.

Tapping into the enduring appeal of the Disney and Marvel franchises seen amongst adult fans, Nano Pods fuse nostalgia, collectability and affordability. With a price point that encourages multiple and repeat purchases, the range caters to fans of all ages, including the booming kidult category.

Wow! Stuff’s continued investment in licensing, display innovation and accessible pricing makes Nano Pods an attractive line, bringing fresh collectible characters and favourite movie moments with proven brand appeal.

07585 400 586 | www.blokees.com | sales@theleftfieldgroup.com

Blokees puts a focus on its global mission to “Pass on the Fun of Building” and firmly believes in the power of building to inspire unlimited creativity through powerful licences and brands such as Hasbro, Disney, Pokémon, Transformers, Hello Kitty, Minions and Naruto, with a major emphasis on collectability within the kidult market.

Blokees Figures specialises in creating highly detailed, licensed, fully articulated, construction led, snap-fix, model kit action figures with different sizes suitable for all age groups. With products ranging from £2.99 to £39.99, Blokees offers very affordable pricing with great value for money, satisfying both the kidult, pocket money and core collector markets.

Across the Blokees Transformers figures range, there are five different collectible versions aimed at ages from eight years and above to 14 years and above – Defender Version at 5.5cm, Galaxy Version at 10cm, Shining Version at 10cm with light feature, Classic Class at 13cm with light up eyes and chest and Action Edition at 18cm comprising magnetic light up feature and around 200 pieces to construct. Each version has regular wave introductions to keep the collectability high and newness on shelf to deliver strong retail sales.

Sesame Street offers pure nostalgic indulgence with iconic characters like Elmo, Cookie Monster, Big Bird and Abby. This first wave will hit shelves in early May with more to come throughout the year, including Bert, Ernie, Oscar and Count Von Count. Although the product is aimed at a much younger market, Blokees is seeing older “kids” migrating to this range as it resonates with their childhood and is seeing orders from customers in the specialist/collector channel as well as mainstream toy.

Blokee’s new anime licences – Naruto, Ultraman and Saint Seiya – tap into the kidult market as fans seek a physical connection with the shows they fondly remember, with more licences to be announced.

All ranges are fully supported with in-store point of sale materials and online assets. Blokees actively encourages fan engagement through frequent social media posts which further fuels its kidult marketing and its BFC (Blokees Figures Creator) programme.

Adult Collectibles

PMI Kids’ World

www.pmitoys.com | omer@pmitoys.com

While the toy industry has long catered to children, a growing force is reshaping the market—adult collectors. PMI Kids' World is a meeting that demand head-on with detailed, fandom-driven lines that speak directly to this passionate audience. With standout lines including UFC, Naruto and Fuggler, PMI is establishing itself as a go-to brand for collectors who crave distinctive, and franchise-based figures that go beyond play, to be cultural keepsakes.

Designed with authenticity in mind, the UFC Collectible Punching Bag Capsule delivers 14 mini action fighters, including big names like Max Holloway, Jon Jones and Amanda Nunes. Each figure features unique accessories and articulation, all housed in a mini-UFC punching bag capsule—a packaging twist that doubles as a display piece. It’s a bold, on-brand offering that appeals to hardcore MMA fans who want to celebrate the sport with something beyond the standard figure.

Naruto fans are known for their deep loyalty, and PMI’s Infinite Tsukuyomi Capsule taps into that love with a fresh, interactive take on anime collectibles. The capsule, shaped like the Infinite Tsukuyomi moon, holds a mini figure, a character-specific accessory and a looping display panel inspired by the iconic illusion from the anime. With eight characters to collect— including one exclusive figure—this blind-box line fuses storytelling and design, making it a standout for anime enthusiasts.

The Fuggler 2-Pack Series 1.5 includes 44 figures, each with absurd facial expressions and bizarre charm. They're humorous, creepy and unforgettable—ideal for collectors who want something quirky. After Series 1 became a major hit, PMI Kids World released Series 1.5 to meet overwhelming demand, and now, Series 2 is launching in partnership with Paramount, bringing beloved characters from SpongeBob SquarePants and Teenage Mutant Ninja Turtles into the Fuggler fold. These mashups promise to be the most collectible yet, combining iconic pop culture with the signature twisted humour that made Fugglers famous.

As the demand for fandom-fuelled products surges, PMI Kids’ World is rising to the occasion. PMI’s commitment to detail, innovative packaging and immersive design ensures that every product goes beyond the toy shelf to become part of a collector’s world. Whether it’s a UFC devotee, anime lover, or fan of all things Fuggler, PMI is creating collectibles that connect with fans on an emotional level. By focusing on authenticity, creativity and fandom, PMI Kids' World is redefining what it means to collect.

Simba’s autumn/winter 2025 portfolio is packed with licensed lines that kidults will love.

Demand for the Jada Toys Street Fighter Deluxe Collector Action Figures range is booming. All-new Series Four six-inch figures landing this autumn/winter will extend the line and feature Vega, Blanka and Sagat, who will join existing characters from the video game franchise. Each figure has 25+ points of articulation and comes in arcade-game-style boxes, with alternate head, hands and power pose accessories. Series Five and Series Six characters are already in the works.

Jada Toys RC collection welcomes the RC Transformers Converting Bumblebee for autumn/winter 2025, that can be converted from Bumblebee to a yellow and black Chevrolet Camaro – just like in the movie. Ghostbusters celebrated its 40th anniversary last year and the RC Ghostbusters ECTO-1 1:16 takes inspiration from vehicles featured in the classic movie. This reimagining of the ECTO-1 can be raced hard thanks to its Turbo function, and can be easily charged up via the USB for endless RC action. There’s a brand-new Back to the Future Time Machine 1:16 RC too, which looks great and is ideal for collectors.

The Disney Plush portfolio will see new additions designed specifically with kidult collectors in mind. Following the return of Daredevil in Marvel Television’s all-new series, Simba has added a 25cm Daredevil Plush to its lineup. A new range of Star Wars Dark Side plush includes some of the biggest villains from the property: Darth Vader, Stormtrooper and Darth Maul. Each comes presented in adult-led touchbox packaging.

Disney Plants Plush taps into the trend of bringing nature indoors. The iconic heads of Mickey Mouse, Minnie Mouse and Donald Duck have all been presented as botanical themed plush SKUs, each potted up in soft flower pots.

From Funkos and TUBBZ to World’s Smallest and Mini Brands, we’ve got every collectible your inner kid could dream of, all in one place. Whether you’re hunting for the rarest figures or just want to relive your favourite pop culture moments. Because growing up is optional!

Adult Collectibles

Hornby Airfix

01843 233 500 | sales@hornby.com

With more adults rediscovering the joys of hands-on hobbies, model making is firmly back on the radar, offering a welcome break from screens and a chance to get stuck into something satisfying. Airfix’s new space range, landing in August 2025, is set to tap into that appetite with a trio of iconic kits that celebrate some of the most remarkable achievements in space exploration.

Saturn V is the rocket that powered the Apollo missions and took humans to the Moon. At 1:144 scale, this is a striking build with real shelf presence. Designed to reflect the scale and precision of the original, it’s an impressive way to explore one of the defining feats of 20th-century engineering.

The SLS Artemis Gift Set, based on NASA’s latest and most powerful rocket, draws on the legacy of both Apollo and the Space Shuttle, and is designed to carry astronauts back to the Moon – with the first manned mission planned for 2025. The kit captures this new chapter in space travel, making it a compelling build for anyone with a keen interest in what’s next for NASA.

The third kit in the range focuses on another instantly recognisable machine – the Space Shuttle. This set is inspired by Discovery, NASA’s most-travelled orbiter, which flew 39 missions and spent a total of 365 days in space. With solid rocket boosters and orbiter detail included, it’s a tribute to an era that many still remember vividly.

Each kit is part of a gift set, complete with glue, paints and brushes, everything needed to get started, making them ideal for anyone getting into model kits for the first time, or those hobbyists coming back into building after a break. With interest in nostalgic, creative pastimes continuing to grow, the range is well-timed to reach a new generation of model makers.

Rubies

0845 307 0707 | www.rubiesuk.com

To cater to the rise of a Kidult market, Rubies has utilised its licensing partnerships to create a world of nostalgic joy for adults. Packed with beloved icons from favourite franchises, these products are the perfect way to capture the spirit of pop culture while appealing to the grown-up fans who hold these characters close to their hearts.

Forming part of the collection is the iconic Stormtrooper 2-piece mask. Crafted with remarkable attention to detail, this mask transports fans straight into the heart of the Galactic Empire. With its faithful recreation of the original design, it is ideal for any Star Wars enthusiast looking to embrace the dark side in style. The Darth Vader 2-piece mask is another standout piece in Rubies' collection. Boasting an authentic design, it is billed as the ultimate homage to the Sith Lord himself. Complete with intricate detailing and a comfortable fit, the mask is perfect for cosplay, collectibles, or simply adding a touch of the Force to any fan's home.

Shifting gears to the Marvel universe, Rubies has the awe-inspiring Captain America 24" shield. This true-to-scale replica captures the essence of the Star-Spangled Avenger's iconic shield. With its sturdy construction, this shield serves as both a stunning display piece and a fun addition to any cosplay ensemble. It's a true collectible that embodies the spirit of Captain America himself. Meanwhile, Thor's Hammer replica brings the power of the God of Thunder right into the hands of fans. Whether it's for display, cosplay, or just to feel the might of Thor, this hammer is a show-stopping piece designed to electrify any pop culture enthusiast's collection.

From the spooky Beetlejuice to the bone-chilling Ghostface and the supersonic Sonic, Rubies’ collection of Kidrobot Phunny plush characters is a perfect addition to any fan's space. With their quirky designs and premium quality, they're a playful way to bring beloved characters to life in huggable form.

The Yummy World collection of plush features pizza, donuts, cheesy puffs and more. These snuggly toys bring a sprinkle of fun and food-inspired joy to any collection and are perfect for fans who want to add a dash of playful cuteness to their pop culture haven.

Adult Collectibles

Paladone

01273 230 037 | www.paladone.com | info@paladone.com

From in-world lighting to innovative drinkware and even more, Paladone’s products are designed to tap into the kidult generation and create a host of products for the growing kidult market.

Paladone’s licensing strategy has always been rooted in iconic brands that appeal to the nostalgic kid at heart, including Star Wars, Super Mario, Stitch, Harry Potter and Care Bears. Its portfolio of global licences is bursting with fan-favourites that defined childhood and continue to inspire long into adulthood. It specialises in keeping fans engaged throughout their lives, offering high-quality, trend-led merchandise which complements consumers’ evolving lifestyles.

Since launching the Icon Lights range in 2018, Paladone has released over 100 character lights, and counting. These functional home décor items offer a light-up twist on traditional collectible figurines. The latest additions to its glowing collectibles include X-Men’s Wolverine, Hello Kitty, Cheer Bear the Care Bear, Disney’s Stitch and Angel, and Minecraft’s Piglin – with more always on the way. With multiple icon lights to collect within each brand, fans can build their own personalised display of mini licensed lights to suit their space.

This year, Paladone is set to bring a fresh Superman range to market alongside the release of the new movie this summer. At the heart of this launch is its Fortress of Solitude Light, an impressive home décor piece that captures Superman’s crystalline sanctuary. Boasting colour changing and music-reactive modes, all controlled via a handy remote, it’s an ideal centrepiece of any DC fan’s collection.

For kidults looking to personalise their bedrooms and living spaces, Paladone’s everexpanding lineup of products offers simple yet stylish ways to inject character and warmth into any room. Products like the Fortnite Logo Light, Stormtrooper LED Neon Light, the One Piece inspired Straw Hat Posable Light and Miles Morales Mask Light deliver high visual impact from the worlds of gaming, sci-fi, anime and superheroes without making any major changes to the home – ideal for rented spaces, to provide style and flexibility.

Beyond home décor, kawaii lovers can scribble down notes in the fluffy Kuromi Notebook, at school, college or the office. It pairs with the expanding collection of reusable drinkware, including this year’s 1.2 litre Care Bears insulated cup and straw. Paladone has continued to innovate its drinkware and mug ranges with playful designs like the X-Men Cyclops Shaped Mug – which reveals his optic blast when hot liquid is added – and the Princess Peach Heat Change Mug – a nod to everyone’s favourite Mushroom Kingdom monarch

As interest in hobbies continues to rise, particularly among adults returning to childhood pastimes, Hornby is seeing strong demand for products that blend nostalgia with quality. The R1289M Hornby Railways B.R. High Speed Train Set does exactly that—revisiting a much-loved model from the past and updating it for today’s hobbyist. Inspired by the original R.685 set from the 1970s and 80s, this retro-styled train set is based on the InterCity 125 High-Speed Trains introduced by British Rail in 1976. These Class 43 diesel trains were built at Crewe and became the fastest diesel trains in the world, operating on major lines such as the Great Western and East Coast Main Lines.

The Hornby set includes two Class 43 driving cars—one powered and one non-powered—complete with directional lighting that changes depending on the direction of travel. Also included is a Mk3 passenger coach, an oval of track with a siding and buffer stop and a controller with a mains power supply, making it a ready-to-run set suitable for both newcomers and returning enthusiasts.

Hornby’s version of the classic R.685 set taps into nostalgia, offering something that feels both familiar and fresh. With more people turning to hobbies for a break from screens and stress, the appeal of model railways is only growing. Hornby’s own research has shown that over half of adults are taking up hobbies to support their mental wellbeing. A train set offers that mix of hands-on focus, quiet enjoyment and creative scope — whether they’re building a layout or just watching it circle the track.

The B.R. High Speed Train Set is also well suited to sharing— parents can introduce their children to the world of model railways through a product they themselves may remember. It’s this mix of familiarity and quality that makes the set appeal across generations.

Mighty Jaxx

www.mightyjaxx.com sales.europe@mightyjaxx.com

Mighty Jaxx, a leading design-driven company, is known for producing high-quality collectibles, primarily in the form of blind boxes, window boxes, limited-edition art toys and designer figures. Collaborating with artists and entertainment brands from various creative fields, such as illustration, street art and pop culture, Mighty Jaxx brings unique and contemporary art pieces to a wide audience.

Adult Collectibles

The hugely successful Kandy series for Sanrio acts as a starting point for retailers looking for something fresh and offers great value for money for consumers. The Mighty Jaxx blind box format promotes multi-purchasing with no duplicates in a CDU, resulting in many customers buying full trays to complete their collection. Off the back of this success, Mighty Jaxx has announced the release of the Kandy x Sanrio’s Funboxx series, where each of the four seasons is celebrated with iconic treats. The Kandy: Sanrio Floral Daydream series will feature the flowery treats of favourite characters; from Gudetama’s Easter Egg to Cinnamoroll’s Berry Cream Puff, each character brings their favourite ‘kandy’ to a spring picnic. The rare appearance of My Melody and her macarons is also a wonderful addition to the garden party that the Sanrio characters are hosting.

Also from Mighty Jaxx is the Freeny’s Hidden Dissectibles: One Piece Marines Edition series. From Akainu’s Dai Funka to Sengoku’s Shōgekiha, this series is a clash of titans; the powerful Marine high-ranking officers against the formidable pirates. Designed by renowned sculptor Jason Freeny, each figurine in this series features his signature dissected art style, showcasing the intricate details and inner workings of each character.

Mojo Fun’s exclusive British Garden Birds and Koi Carp ranges have been specifically tailored for the burgeoning kidult and collectibles market.

The British Garden Birds collection is a captivating array of meticulously crafted figurines representing the vibrant avian life found in the UK's gardens. These collectibles are not merely toys; they are miniature works of art, each designed with an eye for detail and an appreciation for natural beauty. The series includes beloved species such as the Robin, Blue Tit and Goldfinch, each captured in lifelike poses that bring a touch of the wild to any setting.

The birds will be featured in the company’s new Enthusiast Collection packaging. Each bird sits on its own display base, with the name of the bird prominently displayed. With a retail price of between £10.99 and £12.99, Mojo expects British Garden Birds to be both popular and highly collectible.

Complementing British Garden Birds is the Koi Carp range. These figurines pay homage to the elegance and grace of koi, a symbol of prosperity and perseverance in many cultures. The Koi Carp collectibles are beautifully crafted, showcasing the intricate patterns and vibrant colours that make these fish so admired. With a sub-£10 RRP, they are ideal for enthusiasts who appreciate the blend of art and nature.

The growing kidult demographic is increasingly drawn to collectibles that evoke a sense of nostalgia while offering a sophisticated aesthetic. Mojo’s British Garden Birds and Koi Carp ranges are designed to meet this demand, providing high-quality, visually appealing items that resonate with both young and mature collectors.

With generous margins, high order fulfilment rates and a 48-hour order turnaround, Mojo Fun continues to expand and gain new customers and fans.

Adult Collectibles Funko

www.funko.com | newtradeenquiries.emea@funko.com

Funko remains at the forefront of the growing kidult collectibles market and continues to drive innovation in the sector across its ranges with regular introductions to keep up with the evolving demands of collectors.

Whether it’s anime, sport or film, kidults are looking to embrace their passion through collectibles that celebrate their favourite franchises. Funko’s Pop! Vinyl figures are perfectly positioned to serve this growing demographic, offering an entry point collectible that’s affordable.

With its instantly recognisable design and extensive list of licensors, including Pixar and Disney, Funko Pop! has become the go-to collectible for kidults who have a passion for pop culture, nostalgia and fandom. From legendary anime sagas like One Piece and Jujutsu Kaisen, to timeless universes like Star Wars and Marvel, Pop! figures turn fan-favourite characters into stylised icons. Whether it’s Pop! Luffy leading the Straw Hat Pirates or Pop! Gojo from Jujutsu Kaisen striking a battle-ready pose, these figures speak to the heart of collectors who grew up with these stories and are still living them.

The Marvel Pop! line remains a centrepiece for comic and cinema enthusiasts alike, appealing to fans of all ages with a lineup that spans from the classic Captain America Pop! to the newly launched Thunderbolts Pop! Whether fans are drawn to the resilient spirit of Pop! Falcon or the skilled presence of Pop! Yelena Belova, these figures capture the essence of each character in a way that’s both fun and collectible.

For sports fans, Funko’s Sport Pop! range features superstar athletes from across the worlds of football, F1, basketball and more. The highly sought-after Erling Haaland Pop!, which captures Manchester City’s goal-scoring phenomenon in a signature celebration pose, and the adrenaline-pumping Sergio Perez Pop! Are just some of the figures on offer to meet the demands of sport enthusiasts looking to display their heroes uniquely.

Recognising that today’s consumers also value space-conscious display solutions, Funko has expanded its offering with Bitty Pop! These miniature collectibles, standing at 2.3cm tall, capture the character and detail of their full-sized Pop! in a fraction of the space. Paired with the innovative Bitty Pop! Display Units, kidult collectors can showcase their fandom without compromising on space. Kidults crave the ability to express their fandom in personal and meaningful ways, and as a result, Funko continues to invest in product innovation, new licences and experiential collectibles that keep the brand top-of-mind for retailers and consumers alike.

Innov8 Academy

01268 505 050 | sales@pmsplc.com

Innov8 academy’s award-winning signature series Deddy Bears, and new kid on the block Limbz, are built for fans who like their plush with a personality and a little bite. After a very successful 2024, Innov8 Academy continues to grow its cult following with kidult collectors who show continuous support and now drive major growth for Deddy Bears, which won collectible of the year at the US Toy Association Toy of the Year Awards. Deddy Bears’ innovative designs stand out on retailers’ shelves with continued success. These creepy-cute plush combine humour, collectability and character. Deddy Bears are a cult hit. Kidults are finding their favourite quirky plush that resonates with them, each packaged in a coffin-shaped box with a card that unveils their tragic backstory, what they love and their worst weakness. Deddy bears are disruptive and based on the ideology that even though a little bit quirky and a little bit weird, they can still be loved. More than just plush, they're characters with a tragic past, built to capture attention on shelves.

Available in a variety of display options, there are Blind Bag CDUs and PDQs, Mystery Minis for impulse sales, 5” Plush in 12pc Coffin CDUs and 12” Coffins with Acetate Window. The latter are premium collector bears with displayready high standout packaging.

Each wave features six unique characters, encouraging repeat purchase and ongoing engagement. Deddy Bears and its fandom-driven appeal makes the range a strong year-round line, with additional rseasonal exclusives for Valentines Day, Easter, Halloween and Christmas. Retailers benefit from multiple price points, strong shelf presence and high sell-through potential.

New to the Kreepy Collectibles range, Limbz brings a playful twist to the uncanny. These hauntingly huggable plush toys feature extra-long, posable limbs—making them part comfort plush, part playthings - all filled to the brim with personality. Designed to be handled, posed and displayed, each Limbz figure encourages creativity and connection. They're companions on the go, with quirky charm and tactile appeal that’s resonating with older teens and adults who love weird, fun, collectible and functional.

Limbz are available in Blind Bag hangers and CDUs, as well as gravity-Fed PDQ units. Boxed Collector Limbz are available in larger sizes with their own display pose and collector card. Each comes with a unique backstory, blending eerie design with fidget-friendly flexibility. Whether sold as impulse items, desk toys, or collectibles, Limbz offer broad appeal and a range of price points.

Together, Deddy Bears and Limbz offer an unforgettable combination of creepy, quirky and commercially smart plush lines designed for a generation that collects differently. Innov8 Academy also offers retailers assets ready for online posting, to let their devoted community know they are now available at a specific retailer.

Adult Collectibles Epoch Making Toys

020 8049 1377 | www.sylvanianfamilies.com sales@epochmakingtoys.com

Sylvanian Families is seeing a continued rise in popularity and sales among adult collectors and kidults - in particular, the Baby Collectible Baby Blind Pack Assortment, which won Collectible Toy of the Year in January. Following the success of the Blooming Baby Friends, a new series will be released in July – the Baby Builders – which has an adorable and fun builder theme. There will be eight baby characters to collect including a secret baby figure.

Similarly, the collectible nature of the Families is also popular among the kidult audience. New for 2025 is the Deer Family with matching pastel outfits and flower accessories which can be interchanged between their big ears. Fans can collect the entire family with the Deer Twins and Deer Babies Floral Swing Set. A great display piece, the latter comes with a baby and two cradled babies, each with different colours and ear patterns. The babies can sit in the swing by the water, in the lily of the valley cradle or on the leaf, which has a clear drop of water on it –detailing which appeals to the adult audience.

Also new, the nautically themed Sea Otter Family comes complete with stylish shell pochette with a precious pearl inside, shell toys and a shell-shaped stroller for the two babies. The set is complemented by the Sea Otter Sisters Splashy Snorkel Set.

Launching in July is the Snow Leopard Family. With fluffy white fur, long bushy tails and clothes that match their distinctive fur pattern, they are an ideal collector's item for autumn. The fourfigure pack includes father, mother, standing baby and sitting baby along with a baby snowmobile and baby skis.

Seasonal items are frequently on collectors’ wish lists, and available for autumn will be the Baby Santa’s Christmas Tree House. The festive set comes with two babies including the Snow Leopard Baby dressed as Santa Claus, a house made from a Christmas Tree with a hammock and cute festive toy accessories. Autumn will also see a host of special edition sets launch to celebrate the brand’s global 40th anniversary.

Cobi’s VW Retro line up includes the VW Transporter, a vehicle that has become a true style icon that is still being brought after being first manufactured circa. 80 years. There are over a quarter million campervans on UK roads, so everyone will recognise them. The models due for release in May and June are in scales 1:12 and 1:35.

The Cobi-24616 VW T2b Campervan. 1:35 scale, 287 pieces model of the iconic VW T2a Camper set consists of 272 pieces, two figures and a canine companion. Also included is a wooden table, bench, camping stove, plate, frying pan and tree.

The Cobi-24617 – VW T2a Combi Van. 1:35 scale, 302-piece model consists of the iconic VW Kombi in a holiday setting. The set consists of 292 pieces and surfer figures. Also included is a mini diorama of the beach with a palm tree, plants and a bonfireplus accessories like a surfboard, beach umbrella and ghetto blaster.

The Volkswagen T2a Camper van in 1:12 scale consists of an impressive number of 2,775 pieces, and when built, measures 38cm in length. It is equipped with opening doors, a detailed engine, a movable steering wheel and wheels, rubber tyres and a refined interior. The equipment includes a gas stove, sink, fold-out bed, opening roof and numerous gadgets necessary for every car tourist.

The Volkswagen T2a Bus in 1:12 scale consists of 2,300 pieces and, when built, measures 38cm in length. This is the original party bus, equipped with opening doors, a detailed engine, a movable steering wheel and wheels, rubber tyres and a refined interior.

At the end of June 2025, the legendary LNER A3 Flying Scotsman will join the Cobi building bricks collection. This is a true icon of British railways which, after years of operation and restoration, continues to captivate railway enthusiasts, appearing at shows and special events and reminding us of the golden age of steam engines.

This set (Cobi-6292) is in a scale 1:35 and consists of 2,700 pieces, five pieces of track and two figures. The scale has allowed Cobi to create several realistic details, which include functional track and wheels, removable coal lid, train driver's controls and much more. As with all Cobi products, it has PAD printed bricks (no stickers) and is made in Poland. Although an expensive SRP, this is a fantastic present or purchase for an avid rail collector.

Adult Collectibles

A.B.Gee

01773 570 444 | www.abgee.co.uk

A.B.Gee is fully embracing the rise of the kidult market with a carefully curated selection of standout brands and ranges. Whether it’s modern collectibles, fashion accessories or throwback toys from the past, A.B.Gee’s ranges deliver on every front, making the company a great partner for retailers catering to today’s thriving kidult customer base. Its offering includes the ever-popular Funko Pop! vinyl figures, featuring hundreds of characters from movies, TV, gaming, sports and even music. From Marvel superheroes to retro cult classics, Funko has become ideal for collectors of all ages, and A.B.Gee  keeps a dynamic range in stock to meet this huge demand.

A.B.Gee also supplies Tubbz, the unique series of cosplay rubber ducks adding a fun twist to collectibles. Each duck is dressed up as a famous character, from gaming legends like Sonic and Lara Croft to TV icons from shows like Stranger Things and Doctor Who. Tubbz brings a playful, light-hearted approach to fandom merchandise, making the range ideal for collectors looking for something a little different.

For pop culture with a side of fashion, A.B.Gee carries Loungefly, the brand renowned for its high-quality, creatively designed backpacks, wallets and accessories. Featuring licensed designs from Disney, Star Wars, Harry Potter and more, Loungefly products blend functionality with fandom, appealing to collectors and everyday fashionistas alike.

Beyond the new, A.B.Gee also celebrates the old with an impressive retro toys selection. Alongside classic board games and nostalgic reissues, A.B.Gee distributes the World's Smallest range – a collection of perfectly miniaturised versions of iconic toys, from Rubik’s Cubes to Stretch Armstrong. These tiny

Jazwares

020 3598 5119 | www.jazwares.com

Jazwares is cementing its position in the kidult space with an impressive portfolio of new launches, bringing fan-favourite entertainment brands to life through toys, collectibles and lifestyle products.

For the highly anticipated Stranger Things collectible toy range, Jazwares has partnered with Netflix in the streaming giant’s first global master licensing agreement for the iconic series. Launching ahead of Stranger Things Season Five and its forthcoming animated spin-off, the new range will feature an extensive selection of products inspired by the show’s much-loved characters and the eerie world of the Upside Down. The Stranger Things collection includes fully articulated action figures, immersive playsets, intricately detailed environmental scenes and showinspired vehicles, plus more.

The Total Anime range from Jazwares, developed in partnership with Crunchyroll, brings together a broad portfolio of leading anime properties including Chainsaw Man, My Hero Academia, Jujutsu Kaisen and Spy x Family, joined by 2025 newcomers Kaiju No. 8 and the Junji Ito Collection. With anime toy sales rising across Europe in 2024 and the global category forecast to reach $60b by 2030, Total Anime is well positioned for growth with a wideranging line of figures and plush designed specifically for collectors.

A new Five Nights at Freddy’s range featuring collectible action figures, plush and immersive playsets will be unleashed from autumn/winter 2025. Expanding the franchise’s fictional world like never before, the line spans multiple scales and includes toys across figures, play environments, plush and even pet accessories. Fans can look forward to both the friendly and sinister sides of the characters, capturing the eerie tension that defines the hit gaming and film series.

BLDR is Jazwares’ new construction toy brand, launching in July 2025. Designed for both kids and collectors, the line introduces a connected modular system of buildable figures, sets and accessories. Early 2026 will see the highly anticipated anime sets added to the line with figures and playsets from Chainsaw Man and Jujutsu Kaisen.

Jazwares has announced a multi-year collaboration with Tokidoki, the Japanese-inspired lifestyle brand known for its bold aesthetic and cult-favourite characters including Mermicorno, Donutella and Unicorno. Launching in autumn/winter 2025 to mark Tokidoki’s 20th anniversary, the new line will feature a wide range of products including figures, vehicles, plush, costumes, accessories, pet items and more.

The Star Wars Micro Galaxy Squadron continues to deliver a highly detailed line of microscale vehicles spanning the entire Star Wars saga. The line offers authentic, scaled ships featuring incredible detail, articulated one-inch micro figure accessories and interactive action features that capture the spirit of the galaxy far, far away. With over 200 vehicles across multiple waves, the range has seen rapid sell-outs and strong collector demand. Designed for both display and immersive play, it captures the essence of the franchise in the palm of fans’ hands. Autumn/winter 2025 brings fresh waves across Blind Scout, Light Armour, Starfighter and Starship classes.

Funko Pop! is the #1 brand and Bitty Pop is the #6 brand in Action Figures & Accessories in the last 12 months to February 2025. Bitty Pop! sales were up +67% making it the #3 gaining brand in AF&A in the last 12 months. Funko Pop! sales were also up +18% in the last 2 months in AF&A Source: Circana EU5 Retail Tracker projected, 12 months to Feb 2025, value sales.

Adult Collectibles

Brainstorm

01200 445 113 | www.brainstormltd.co.uk sales@brainstormltd.co.uk

Greepz is a new creepy, horror themed collectible plush based on the popular Creepypasta craze and is aimed at tweens, teens and young adults. Awarded a prestigious Hero Toy award at London Toy Fair, the Greepz collection is distributed exclusively in the UK by Brainstorm.

The limited-edition Greepz and Greeplingz are mysteriously packaged plush characters that come with their own terrifying back story. Each character features a scary but darkly humorous changing lenticular face and comes with a collector card that gives their creepy origins and links to Creepypasta on social media. Eeries One, the Greepy Bum series, includes six Greepz characters and six Greeplingz. Greepz characters include Sal Smiles, Slayer Sloth, Glampire, Skinny, One Big F and Helluva Hound.

Once sold out, collectors will not be able to find the individual characters again, creating a desire to collect them all before they disappear and Eeries Two creeps in. Each has a tale darker than the last; as relics from a botched digital exodus, they have slipped from the virtual world into the physical. More than a collectible, taking home a Greepz or Greeplingz is taking on the role of custodian for a creature with a past as shadowy as the web that birthed it.

Brainstorm has developed bespoke POS for Greepz including a FSDU that includes key call outs, as well as a sample of both Greepz and Greeplinz out of packaging. A freestanding A3 demo board featuring two Greepz characters is also available. The range is being supported by PR activity including influencer outreach with a mix of tween and kidult content creators. Retailers are urged to capitalise on the Greepz trend now as each Eeries is limited-edition, aimed at driving demand and collectability. Once each Eeries is sold out, new characters will launch featuring the distinctive name of each Eerie on their bottom.

Yolopark has aimed to set a new standard for model kit enthusiasts and action figure collectors with its Advanced Model Kits (AMK), bringing the most iconic characters from Transformers Generation 1 and Evangelion to life in stunning, fully articulated form. These kits are designed for passionate fans who appreciate high detail, full poseability and exceptional quality in their displays. Designed for both veteran collectors and newcomers to the world of model kits, Yolopark’s range offers an exciting way to bring popular characters to life.

What sets Yolopark figures apart is the meticulous attention to detail and advanced articulation, allowing for a wide range of dynamic poses. These static figures make for fully posable collectibles set to delight true enthusiasts. Every joint and panel has been engineered for precision movement, giving collectors the freedom to recreate their favourite scenes or imagine entirely new ones.

Yolopark’s Advanced Model Kits come in two sizes, making them accessible for a wide range of collectors. AMK (20-22cm) consists of a larger figure that is perfect for adult collectors who appreciate highly detailed, centrepiece-worthy displays. Meanwhile, AMK Mini (approx. 10-12cm) is a smaller figure offering an affordable entry point for younger fans or collectors looking to build a broader display. Both ranges are designed with premium materials and attention to detail, ensuring long-term durability and a superior look and feel.

Yolopark’s Transformers AMK Generation 1 range celebrates the legendary characters that defined a generation. The first wave includes Optimus Prime, Megatron, Bumblebee, Starscream, Grimlock and Soundwave. Wave 2 of the AMK Mini line is set to expand this classic lineup even further, introducing fan favourites like Hound, Jazz, Prowl, Cliffjumper, Rodimus Prime and Arcee, giving collectors even more options to build their ultimate Transformers display.

For fans of anime, Yolopark’s Evangelion range is expected to be a big hit. These 20-22cm figures capture the intense, futuristic style of the EVA units from the legendary anime series. The range currently includes EVA Unit-00, EVA Unit-01 and EVA Unit-02. Each Evangelion figure comes with a display base, making it easy to create striking, museum-quality displays right out of the box.

With a growing community of passionate collectors and the ongoing popularity of both the Transformers and Evangelion franchises, Yolopark’s Advanced Model Kits offer a compelling commercial opportunity. With competitive pricing, strong brand recognition and premium product quality, these kits have been designed to attract both seasoned collectors and new fans alike.

Adult Collectibles

The Source Wholesale

www.thesourcewholesale.co.uk

| sales@thesourcewholesale.co.uk

This autumn, retailers in the UK and Ireland have a unique opportunity to tap into one of the most dynamic kidult segments in the toy and games market: Minecraft. The Source, the B2B division of Gift Universe Group and a leader in gifting innovation, is launching an exclusive range of Minecraft arcade games, available from September 2025.

The appeal of Minecraft arcade games to kidults lies in the perfect blend of nostalgia, collectability and immersive play that defines this booming demographic. It is significantly amplified by the release of A Minecraft Movie in 2025, which has become the highestgrossing Hollywood film of the year. The Source’s exclusive Minecraft Arcade range brings this pixelated universe off the screen and into the real world, complete with signature graphics, immersive sounds and interactive features like music and infra-red sensors. It’s a true arcade experience designed for the home, making it perfect for anyone who wants to relive childhood gaming moments with friends or family. More than just a solo pastime, these arcade games are built for social play and collecting, tapping into the kidult desire for unique, display-worthy items that spark joy and nostalgia in equal measure.

With the Kidult market experiencing rapid growth and the soaring popularity of Minecraft, further fuelled by the blockbuster success of the new movie, these arcade games are a magnet for this lucrative demographic. Retailers can expect to see increased basket sizes, more frequent repeat visits and heightened interest from collectors and gaming enthusiasts. The Source is backing this exclusive range with eye-catching packaging and expertly crafted merchandising solutions, ensuring maximum shelf appeal and driving impulse purchases.

As a trusted, multi-channel operator and one of the UK’s fastest-growing

DKB Toys and Distribution

07813 725 480 | www.dkbtoys.com edel.siddle@dkbtoys.com | james.luff@dkbtoys.com

Monogram is a leading impulse and collectible company that carries an innovative line of world-famous licences that have captured the hearts and imaginations of enthusiasts across the globe. The DKB portfolio collection includes Disney, Marvel, various Japanese anime series, TV, movies and gaming, and much more.

Monogram’s cute and geeky merchandise is highly sought after by followers and fans all over the world, and penetrates various sales channels like mass, gift, specialty, souvenir, theme park and promotional markets. Product categories include novelty merchandise like banks, collectibles and character blind bag lines, including innovative accessories like bag clips, money banks and, soon to be launched by DKB, magnets and plush squishies.

The officially licensed and high-quality products bring favourite characters to life, allowing customers to explore an array of collectibles from different fandoms that are ideal presents for collectors and fans. Each line is selected to offer the best and most visually appealing designs. Catering to various tastes and preferences and with updated new releases on a regular basis, there's always something new to look forward to.

The bag clip range is full of ultra cute and on-trend chibi renditions of characters from across pop culture, including the hugely popular Stitch series and The Nightmare Before Christmas, which has proven to be just as popular, particularly around the obvious seasonal gifting times. Last year, DKB went anime crazy after the success of the Demon Slayer line and brought in more hugely popular licences in the form of Chainsaw Man, Spy x Family, Jujutsu Kaisen and Sailor Moon. This year will see Sakamoto Days, a new series of Demon Slayer and more being added to the popular category. Also joining the line-up is the blockbuster Minecraft Movie, the soon to be released How to Train Your Dragon, Sonic and a Toy Story anniversary collection.

DKB is also very excited to be adding popular Netflix properties to the bag clip range, with Wednesday, Squid Game and Stranger Things all proving to be popular with customers on the pre-order front already. Priced at £5.99 and contained in mystery bags, with 11 characters to collect and a special exclusive limited-edition character, Monograms Bag Clips have proven to have staying power in the blind box craze. Accompanying the Monogram collectibles is a range of money banks, which, just like the bag clips, has cute renditions of popular characters from Disney, Marvel, Star Wars and anime, all made with fantastic attention to detail.

New to the range is fluffy plush squishes, each contained in mystery bags and featuring cuddly cute renditions of Stitch, Minecraft and Demon Slayer. DKB is also bringing in mystery magnet collectibles featuring new designs of already popular licences such as Stitch and Demon Slayer.