November 2026
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Kidult
Feature
MGA
Beyond the toy box Once considered a niche market, Kidult products are now an increasingly important part of the wider toys and games industry. Toy World’s Vicky Doe speaks to a selection of leading suppliers about the trends shaping the sector, the importance of fandom and how toy retailers can make the most of this evolving market.
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he Kidult market has undergone a significant transformation in recent years. What was once largely associated with traditional collectors and nostalgic purchases has developed into a diverse and increasingly influential part of the toy industry. Adult consumers are embracing products that reflect their interests, celebrate their favourite franchises and offer opportunities to collect, display, play and share. While nostalgia remains an important driver, the appeal of Kidult products now extends far beyond revisiting childhood favourites. Fandom, social media, gifting, design and collectability are all key factors influencing purchasing decisions, while the distinction between toys, entertainment merchandise and lifestyle products is becoming less defined. The scale of this shift is reflected in Circana's research. According to figures shared by the market research company, nearly 40% of European consumers reported purchasing toys for themselves or another adult in 2025, with card games, trading cards and collectible figures among the fastest-growing segments. For manufacturers and retailers, the opportunity is no longer simply about attracting an older audience to traditional toy ranges but, crucially, understanding what motivates different consumers to make a purchase. For David Harrison, Sales Director at Pyramid
International, this shift has opened opportunities across a much broader range of product categories. “The Kidult market has evolved into an increasingly important part of the wider toys, games and licensed merchandise industry,” he explains. “Adults are purchasing products connected to their interests, childhood memories and favourite franchises, but they're also looking for quality, collectability and products that fit naturally into their everyday lives.” The growing sophistication of the market is reflected in the different ways consumers are choosing to spend. While some adult collectors are willing to invest in premium products or complete collections, others are looking for smaller purchases that offer enjoyment without a significant financial commitment. Felipe Noriega of YuMe Toys has observed this increasingly varied approach to purchasing. “We're seeing some consumers gravitate towards affordable, impulse-driven purchases and ‘little luxuries’, such as our Pocket Hero range, while others are highly engaged collectors purchasing full cases of blind boxes and capsules as soon as they launch,” he explains. “What connects these different consumers is the desire for products that feel worthwhile at their respective price points.” Kim Nicholls, Marketing Manager EMEA at Jakks Pacific, believes the industry has made considerable
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progress in recognising these needs. Having moved beyond the initial excitement surrounding the Kidult trend, manufacturers are now seeing the results of several years of product development aimed specifically at adult fans. “Kidults and fans are now being served to the highest level to date, even versus 12–18 months ago when ‘Kidult’ was the buzzword of the toy industry,” she says. “We're now seeing the culmination of years of work on categories, IPs and content specifically created for this demographic.” Kim also believes wider economic and social circumstances have contributed to the appeal of products offering comfort and enjoyment. Against a backdrop of rising living costs, employment uncertainty and negative global news, familiar characters and playful products can provide a welcome escape and comfort. She points to what Circana has termed the ‘Joy Economy’, with consumers seeking out properties that offer entertainment, humour and emotional reassurance. This desire for enjoyment is reflected across several areas of the wider toy market, where purchases are often split between children and adults. Circana's 2026 data identifies Pro Sports Leagues as the fastest-growing theme so far this year, adding approximately £35m to the market. World Soccer has been the leading property within the theme, supported by the FIFA licence, which Circana reports has contributed £42m in sales during 2026.
Feature Kidult
Pyramid International Transportation has also performed strongly, ranking as the second-fastest-growing theme with growth of 16% compared with 2025. Hot Wheels leads the category, followed by Lego Technic and Lego Speed Champions, while licensed properties including Monster Jam, Cars and Fast & Furious have also recorded double-digit growth. The popularity of fantasy-inspired toys is another notable development, with Circana reporting a 62% increase in sales within its Fantasy Creatures and Characters theme, contributing an additional £23m to the market. Monster High leads the way, while properties including Fuggler, KPop Demon Hunters, Stranger Things and The Lord of the Rings are also enjoying strong performances. While not exclusively driven by Kidult consumers, the success of these franchises highlights the growing crossover between toys, entertainment and fandom, with established favourites and newer properties attracting interest from different generations of fans. The variety of successful franchises highlights the increasingly important relationship between fandom and purchasing behaviour. For many consumers, buying a product is not simply about owning merchandise, but demonstrating an emotional connection with a character, story or entertainment property. Kim has seen this reflected in the diversification of products available to fans, with licensed merchandise extending beyond traditional action figures, plush and apparel.“It's interesting to see the unique ways fans bring IPs into their everyday lives, evolving through new and innovative SKUs that suppliers bring to the market,” she explains. Home and office décor, technology accessories, blindbox collectibles, pins and bag charms are now among the ways consumers can incorporate their favourite properties into everyday life, creating opportunities to reach audiences who may not previously have considered
themselves toy collectors. While a recognisable character or franchise remains an important starting point, the product itself must offer something that resonates with its intended audience. For Pyramid International, this means balancing established entertainment properties with designs and formats that appeal to different generations. “Established properties such as Harry Potter, Super Mario, Star Wars and The Lord of the Rings have significant multigenerational appeal, while franchises such as Shrek and Toy Story are finding renewed relevance through new and upcoming movie releases,” David explains. “For us, the opportunity is in balancing established icons with emerging properties and developing merchandise that reflects how different audiences engage with those licences.” The continuing popularity of these franchises demonstrates that nostalgia remains a powerful influence, although its role within the Kidult market is becoming more complex. A consumer who grew up playing Super Mario or watching Star Wars may be drawn to products that recall those experiences, while younger audiences can discover the same properties through new games, films or television series. Jakks Pacific's portfolio provides several examples of this cross-generational appeal. Its ranges include Sonic the Hedgehog, Super Mario and Donkey Kong, gaming properties that have entertained consumers for more than 35 years. “The nostalgia of Kidult fans from the 80s and 90s is an audience we cater to with our ranges, but additionally, they'll have the joy of passing on that passion to children who will become the next generation of Kidults in 10 or 20 years' time,” Kim says. Nostalgia is not necessarily restricted to older licences, however. Younger consumers are also forming emotional connections with the entertainment properties they enjoy today, potentially creating the collector audiences of the future. “Nostalgia is certainly part of that opportunity,
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but we don't see it as limited to retro properties,” Felipe explains. “Consumers can be nostalgic about franchises they discovered as children, while younger fans are developing those same emotional connections with properties that are new to them.” The continued growth of anime and gaming is particularly significant in this respect. Both sectors have established highly engaged fan communities, with consumers often following characters and franchises across multiple entertainment formats. For YuMe, anime has become an important area of development, with the company building a portfolio of surprise capsules, figures, bobbleheads and keychains inspired by popular properties. Its ranges have included Jujutsu Kaisen and One Piece, with Kaiju No. 8 and Solo Leveling among the more recent additions. MGA Entertainment is also tapping into the appetite for surprise-led collectibles through L.O.L. Surprise! and MGA's Miniverse. Having established the appeal of unboxing with its mystery-ball format, L.O.L. Surprise! continues to attract fans across generations, with recent launches including Music Festival dolls inspired by global music stars Jennie, Rosalía and Tyla. The brand has also expanded its Hello Kitty and Friends collaboration with a Bigger Surprise set featuring more than 55 surprises, combining familiar characters with a multi-stage unboxing experience. Gaming is another major area of opportunity. Kim expects gaming and movie IPs to perform strongly in 2027, alongside the continuing popularity of Japanese and Korean entertainment properties. Their growth has helped broaden the range of franchises available to manufacturers and created further opportunities to connect with dedicated fan communities. The increasing overlap between gaming, film, television and wider entertainment is also changing how consumers discover brands. A gaming franchise may reach new audiences through an adaptation, while a familiar entertainment property can find renewed relevance through collaborations or new product formats. For manufacturers, this makes authenticity particularly important. Fans often have detailed knowledge of their favourite franchises and expect merchandise to reflect the characters, designs and stories that make those properties distinctive. “Ultimately, authenticity is key,” Felipe says. “Fans know these franchises extremely well, so the product must capture what makes the character or IP special while offering something fresh and desirable.” This expectation extends to the design and presentation of products. As adult consumers increasingly purchase toys and merchandise for their homes, workplaces and personal spaces, display value is becoming an important consideration. Pyramid International has responded through a portfolio that combines recognisable licences with everyday practicality. Premium notebooks, collectible keychains, sculpted mugs and framed prints allow fans to incorporate favourite characters and properties into their daily routines. The company's in-house design capabilities enable it to create different interpretations of a licence, from playful character-led products to more subtle, premium collections. For YuMe, display value is equally important. Its surprise capsules, figures, bobbleheads and figural keychains give consumers something they enjoy owning and showcasing, while different formats and price points make collecting accessible to a wider audience. MGA's Miniverse is taking a different approach to nostalgia with the introduction of Real TV, a fully functioning miniature television that plays 30-second clips from familiar films and television shows. Featuring properties including Back to the Future, Shrek, Kung Fu Panda and The Office, the range combines retro appeal with collectible miniature video tapes. It reflects
Feature Kidult the growing interest in products that bring together entertainment, interactive features and display value, giving adult collectors another way to engage with favourite franchises. The appeal of these products demonstrates the importance of collectability as a motivation in its own right. For some consumers, the enjoyment comes from finding a favourite character, while others are motivated by completing a collection or discovering a rare item. Circana's findings underline the wider strength of collecting-related categories. According to the analysis, Building Sets, Strategic Trading Cards and Action Figures accounted for 84% of the toy market's gains during the first nine months of 2025, rising to more than 90% in the final quarter. Circana reports that growth has been more evenly distributed across categories in 2026, although Building Sets have continued to perform well. Strategic Trading Cards also enjoyed a particularly strong September, supported by the 30th anniversary Pokémon launch. The growth of surprise products has added another dimension, combining collectability with the excitement of discovery. Blind boxes and capsules offer consumers an element of anticipation, while completing a collection can encourage repeat purchases. For YuMe, these formats have become central to its Kidult offering, with products ranging from affordable impulse purchases to larger collections of displayable characters. The appeal of collecting is also closely connected to social media. Product reveals, unboxing videos and collection displays have become familiar features of platforms such as TikTok and Instagram, allowing fans to share purchases and discover new products. For Pyramid International, social media is particularly effective when products are shown in real-world settings. The company has developed its own creator programme, working with individuals whose content and audiences align naturally with its products. “Fan communities are incredibly influential because they create conversations around products that traditional advertising cannot always replicate,” David explains.
YuMe
“When consumers share their collections, unboxings or favourite merchandise, they're demonstrating a personal connection with the licence.” These conversations can also provide insights for retailers, helping them identify which characters, designs and formats are attracting attention. YuMe takes a similar approach, focusing on digital content that encourages discovery and interaction rather than relying solely on traditional advertising. “Fan communities are extremely important because fandom is inherently social,” Felipe explains. “Collectors want to share what they have found, compare collections, discuss characters and discover what other fans are buying.” However, while social media can generate initial excitement, products must deliver on consumer expectations if that interest is to develop into sustained demand. Quality, authenticity and enjoyment remain important in encouraging repeat purchases. For retailers, the increasingly diverse Kidult audience presents opportunities to rethink how products are selected and displayed. Traditional toy merchandising often groups products by category, but this may not reflect how adult fans shop. A consumer interested in Harry Potter, for example, may be drawn to stationery, drinkware, accessories and display products connected to the franchise. David believes bringing these products together can create a more compelling retail proposition. “One of the most effective approaches is to merchandise by licence rather than relying entirely on traditional product categories,” he explains. “Bringing together drinkware, stationery, accessories and gifting from one franchise creates a stronger visual statement and encourages customers to explore the wider range.” Pyramid supports retailers through its licensing portfolio, category management expertise and merchandising solutions, including countertop display units, floor-standing displays and poster dumpbins. For YuMe, the starting point is understanding the retailer's existing customers, and the role Kidult products could play within its wider offering. “There isn't a single formula that works for every retailer,” Felipe explains. The company offers formats ranging from impulse products to blind boxes, capsules and larger display-led collectibles, supported by marketing assets, product imagery, digital content and POS material. Providing different price points is particularly important. Affordable products can encourage impulse purchases and introduce consumers to a franchise, while premium items may appeal to established collectors. Gifting adds another dimension, providing an accessible way to purchase something meaningful for a fan. Recognisable characters, clear presentation and a range of prices can help make these products attractive options. The latest launches from Pyramid and YuMe demonstrate how suppliers are responding to these different motivations. At Pyramid International, Harry Potter remains an important part of the Kidult portfolio. The franchise continues to attract an established fanbase while offering opportunities to reach new audiences through the upcoming
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Jakks Pacific
television series. The company is developing merchandise inspired by this next chapter of the Wizarding World while continuing to expand established collections including Platform 9¾, the Marauder's Map and its premium gifting and stationery ranges. YuMe’s PlayStation range is another example of an established property that continues to connect with consumers across generations. The company's collection includes PlayStation Hero Box All Star Series, Bobble Hero and Pocket Hero products, offering fans different ways to engage with the franchise. YuMe has also partnered with HMV on a first-to-market launch of the PlayStation Hero Box All Star Series. “PlayStation is a particularly exciting launch for us because it brings together many of the things we're seeing drive demand from adult consumers and collectors: globally recognised IP, strong fandom, gaming culture and highly displayable products,” Felipe explains. Jakks Pacific is also preparing to build on its established gaming licences in 2027, alongside the introduction of its new anime division, reflecting the growing importance of Japanese entertainment properties within the Kidult market. Together, these developments demonstrate how suppliers are approaching the category from different directions. While some are expanding established franchises into new product formats, others are exploring emerging properties or creating ranges specifically for adult collectors. Looking ahead, the boundaries between traditional toys, collectibles and lifestyle merchandise are likely to become increasingly blurred as consumers continue to engage with entertainment properties in different ways. For retailers, the challenge will be to recognise the diversity of this audience and create an offering that reflects their customers' interests. Combining established franchises with emerging properties, providing accessible entry points and presenting products in ways that encourage discovery can all help build a successful Kidult range. The growth of the category suggests a broader change in attitudes towards toys and games. Consumers are increasingly comfortable embracing interests once associated primarily with childhood, recognising the enjoyment, creativity and sense of community these products can provide. Over the following pages, Toy World dives into the Kidult market, exploring the products hitting the shelves and the suppliers and retailers driving sales across this evolving sector.
Special Feature
PMI
Turning nostalgia
into newness
As adult collecting continues to thrive and grow within the toy industry, PMI is blending much-loved IP with fresh formats, playful packaging and collectible experiences. Ohad Lederman, VP of Sales, explains how nostalgia is shaping the company’s portfolio and creating new opportunities across the industry.
about collectability, packaging and how a product will look on display, alongside the play value. With adult consumers, the packaging and presentation can be almost as important as the product itself. At retail, we’re also seeing toys and collectibles reaching a much wider consumer. A strong entertainment, gaming or pop culture property can appeal to children, teenagers and adults, so there is an opportunity to think beyond the traditional toy aisle and traditional age groups.
How is PMI responding to the leading kidult trends through its current portfolio? Are there particular categories or brands where you see especially strong potential among kidults?
The kidult market has moved from a niche area to a significant part of the toy industry. How has PMI seen this audience evolve in recent years?
We have definitely seen a shift in the last few years; adults buying toys and collectibles for themselves has become much more mainstream. Nostalgia is a big part of it, but it is also about being a fan of a brand, enjoying collecting and wanting to own something connected to an IP you love. We see this across our portfolio. Consumers are very connected to the brands and characters they grew up with, but they still want newness. They want familiar IP presented in a way that feels current and gives them a reason to keep collecting. It has also become a much broader audience. You don't necessarily have to consider yourself a ‘collector’ anymore to buy collectibles.
How is the growth of nostalgia and kidults influencing the wider toy industry, from the types of products being developed to the way retailers merchandise them? They are having an impact on both product development and retail. We are thinking much more
For us, strong IP and collectability are very important, but we also want to keep the products accessible. Fuggler is a great example. It has such a unique personality and humour that it naturally reaches beyond the traditional consumer. We have been able to expand Fuggler into different formats and collaborations while keeping what people originally loved about the brand. We also see a lot of opportunities around entertainment, gaming and anime. Naruto Shippuden, Fast & Furious and UFC all have very passionate fanbases, which gives us a lot to work with from a product and collectible perspective. The important thing is that having a strong licence is not enough. We need to understand what fans really connect with in that brand and translate that into a product that feels authentic but also brings something new. It could be the format, the collectability, the packaging or the way the product is experienced at retail. That is where we see the biggest opportunity: taking an IP people already love and finding a fresh way for them to engage with it.
What recent PMI launches demonstrate how you are combining nostalgia with contemporary toy and collectible trends?
Disney x Blockbuster is a great example because nostalgia goes beyond the product itself. We are bringing together iconic Disney and Pixar movies with the Blockbuster experience that so many people remember
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growing up with. At CVS, we are taking that even further with gravity-feed displays designed to look like miniature Blockbuster stores. When consumers discover the collection at retail, the display immediately brings them back into that world and recreates some of the feeling of walking into a Blockbuster and choosing a movie. At the same time, the product is very much designed for today's collector, with mini collectibles, blind discovery and rare pieces to find. It is a good example of how we can take something people have a strong emotional connection with and give it a completely new life. Fast & Furious is another example. With our NOS Capsule, we took something fans immediately associate with the franchise and turned it into part of the collectible experience. Each capsule includes a figure, a custom car and other collectible elements, with 12 to collect. Nostalgia works best when you don't simply recreate something that already existed; there still needs to be something new about the product and the experience.
What role will nostalgia and the kidult audience play in PMI's upcoming product pipeline?
They will continue to be an important part of what we do, especially within collectibles. When we look at an IP, we are thinking about the existing fanbase, what people remember and love about the brand, but also what we can do with it that hasn't been done before. Nostalgia can get someone's attention, but the product still has to deliver. It needs to be relevant to how people are buying and collecting today. That is something we are keeping in mind as we develop our future ranges.
How are you balancing the opportunity presented by adult collectors with PMI's core focus on children and family play?
We don't see one as coming at the expense of the other. Children and families remain at the heart of the toy industry and are a very important part of PMI. At the same time, the audience for toys has become much broader. People buy toys for different reasons. They might want to play with them, collect them, display them, give them as a gift or simply own something connected to a brand they love. For us, it is about understanding who we are creating each product for. Not every product needs to appeal to every consumer, and that gives us the freedom to develop products for collectors while continuing to create fun and accessible toys for children and families.
Talking Shop
Kidults at the till As we move into the Golden Quarter, Toy World's Caroline Tonks and Anna Whyte speak to a selection of indie retailers to find out how their business is currently faring, how important kidult customers are to their stores, their thoughts on the kidult demand and much more.
George Phillips - Phillips Hobbies, March, Cambridgeshire
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eptember can traditionally be a quieter month for us, given our focus on model and hobby products, but this year it was one of our strongest yet. As the weather changes, we're seeing more hobbyists return to indoor projects, alongside early Christmas shoppers already getting ready for the big day. Lego remains one of our strongest in-store ranges, followed closely by Pokémon and Hot Wheels. We've built up a fantastic community of collectors who regularly visit to see what's new, particularly when the latest diecast releases arrive. We're seeing continued demand across different price points, from smaller collectibles picked up on impulse to more substantial purchases for established hobbies. Customers are conscious of value, but they're prepared to spend on products they're passionate about. I think one of the strengths of the toy and hobby market is it has something for almost every budget. I'm cautiously optimistic about Christmas. There's no escaping the pressure on household budgets, and I think customers are becoming increasingly thoughtful about when and where they spend their money. One thing I've noticed this year is that people appear to be starting their Christmas shopping earlier. Perhaps customers want to spread the cost over several months rather than leave everything until the last minute but, I still expect November and December to account for the greatest share of our Christmas trade. Social media plays an important role for us, through a combination of organic content and paid advertising. One of our most exciting developments has been embracing livestream shopping through eBay Live. It has grown into a genuine community, and we've even had customers travel considerable distances to visit our shop after watching the streams. Kidult customers are absolutely fundamental to our business. They're one of the main reasons we've been able to grow. One of the things I love about this industry is that the enjoyment of toys, models and collectibles doesn't suddenly disappear when someone reaches adulthood. For many people, their hobbies become a lifelong passion. Adult collectors often know exactly what they're looking for, appreciate specialist knowledge and value the retailers who share their enthusiasm. Building those relationships is good for business and very rewarding for us. We're seeing increasing demand from adult collectors year after year, with no indication of it slowing down in our store. Adult collecting itself is nothing new but the breadth of products appealing to adults is increasing. Social media, online communities and livestreaming have helped bring enthusiasts together, making collecting more accessible and introducing people to products they might never otherwise have discovered. Lego, Hot Wheels and Pokémon are excellent examples of ranges that appeal across generations. Within diecast, we're also seeing growing enthusiasm for specialist collectible brands, where customers often seek particular vehicles, liveries or limited releases. Model railways remain another important part of our business. The kidult market is very diverse with one customer getting as much enjoyment from a £2 Hot Wheels car as another gets from a model costing considerably more. Traditional toy purchases are often driven by occasions such as birthdays and Christmas, whereas adult collectors are much more likely to buy throughout the year. Collectors are frequently looking for something specific to add to their collection, and they're often extremely knowledgeable about the products they're interested in. That can translate into larger baskets and strong customer loyalty. We've also found that collecting has a really important social element, as customers enjoy connecting with people who share their interests.
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Talking Shop Paul Edwards - Geek Garage, Essex
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his year, we have been busier than ever. Since starting my business in my garage in 2019 before the pandemic hit, we have enjoyed year-on-year increased turnover. Now as a full time business, in the last 20 months we have managed to increase turnover massively. This is down to our amazing returning customers, as well as the great selection of products we have in stock. I like to think I’m a likable person with some Essex charm, which customers really warm to and is unique to our store. The big products selling for us at the moment are Pokémon cards, followed closely by Lego which has hugely increased this year for us, as well as Loungefly and Funko. Our customers start Christmas shopping at the end of September as the calendars start to arrive, but usually for us, November and December are the busiest times for Christmas shopping. To support this, we start to roll in late-night shopping and click and collect options from our website so families can sneak in and pick up goodies without spoiling surprises. We love holding Pokémon nights in-store, as well as late-night shopping events, but
this year we are adding in some Lego make-and-take Christmas decorations for kids to build and then bring home for free. Community involvement is very important, and we want everyone to always feel welcome, even if it’s just for a chat or to see what we have available. Another community event we’ve been holding almost weekly involves hiding packs of Pokémon in our area in the morning and adding clues and videos to our Instagram page for people to find. Our kidult customers are integral to our turnover. As adults, they have more expendable income and want to invest in items for future value to support them and their families. I would estimate that over half our sales are to the kidult age range. Since the beginning of 2025, we have seen a big increase in the kidult demand for the items and collectibles we offer. I am ordering much more product than we used to, keeping extra stock to last and increasing future pre-orders with suppliers as well. 2026 has really seen this jump up and as an independent small business in the high street, this is something I am proud to have achieved. The best kidult product for us is without a doubt Pokémon, whether it’s the packs, loose cards or graded slabs, and Lego is also hugely successful. These are two fantastic companies that we are proud to have good relationships with, and we have really seen an increase in sales this year, especially with Pokémon’s 30th celebration launch and the fantastic Lego licensing slate. Kidults take their time looking around and are more planned and strategic with what they would like to purchase. Some of their spend often goes towards future investments and they like to ask questions to be reassured on specific items. Our younger customers are usually faster to decide or pick up the smaller collectibles. I think this has a lot to do with social media nowadays and people showing off what they collect, as well as getting your hands on products like Pokémon and Lego that increase in value over time.
Dave Middleton
Simon Steel - Toy City, London
Midco Toys, Midco Toy Planet, Freak Treat, Burton-on-Trent
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usiness in 2026 has been extremely strong for us, with the squishy craze driving footfall into our stores. We are currently trading 30%+ up year-on-year. Right now, it’s all about trading cards, with Pokémon on an all-time high. There are other TCGs that are performing very well, including sports cards. Obviously squishies have been sold in massive volumes and it’s not just kids that are interested; teenagers and adults are buying them, too. Lego is extremely popular as always, and we’ve seen a lot of success with Fuggler this year. Our Christmas demand gets later and later each year, with a slow and steady rise that usually starts after the kids go back to school after October half term. However, it’s not until a week or two before Christmas that we see any massive craziness kick in. We are driving sales through constant social media posts and product drops. We’re always announcing key releases on social media and building hype around new products and big restocks. Popular squishies and Pokémon are the two real drivers here. Kidult is a massive part of our business; it has been for the last 25 years. Kidult, although the word is relatively new, has always existed. It’s becoming more socially acceptable for adults to buy toys. Kidult is becoming a bigger and bigger part of not only our business, but I believe the toy industry as a whole. The kidult demand has certainly increased over the last few years. It was historically just part of the business, but it is quickly becoming the majority of the business. The ranges that appeal to an older audience are taking over the store and categories like Pre-school and Arts & Crafts are becoming less important for us. In the kidult space, trading cards, action figures, posters, statues, model kits and gaming are all selling well. That said, most toy products appeal to an older audience. Squishies are a prime example of this and even traditional toy ranges like Sylvanian Families have an older audience, too. For us, kidults aren’t really behaving differently from traditional toy customers. They do have a passion that you don’t often have with a normal customer and there’s an anxiety to get new products on release, especially if they are hot and in short supply.
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ithin the Kidult category Littlest Pet Shop continues to perform really well, especially the blind bags. Sylvanian Families blind bags from Epoch Making Toys are also popular, especially with young women. We also stock various anime toys, including Blue Lock products which came out recently and perform well with kidult customers. There are plenty of Street Fighter products that prove successful amongst a wide demographic, as well as Dragon Ball One Piece which I have coming in next month. For my store, the Kidult category remains as strong as it ever was. Demand has definitely increased for kidult over the last couple of years. It has been a constant trend for a while now, and many products sell to both kids and adults. For example, most squishy sales are still going to kids, but quite a few adults have also come in looking for them. Lego obviously plays a big role in the kidult category. Another surprisingly popular product in the category has been Clickeez from Goliath. Again, I think they’re still predominantly for kids, but we also have adults buying them. I’m waiting for an order now and I am looking forward to having them back in stock. Overall, business is good, with our weekends already improving massively, and we’re excited for Halloween and Bonfire Night. After that, I tend to start encouraging customers to start thinking about Christmas - we want them to have some ideas in their heads of what they want before they start their shopping. Pokémon is one of the best-sellers in store now. We tend to do well with most TCG collections. Squishies continue to be popular and we’re hoping to get some of the medium to large ones in soon. Epoch Making Toys has delivered some fantastic marketing over the past few years, and Sylvanian Families remains a very strong product. They run a loyalty card scheme which works well. I think a lot of other companies would benefit from the kind of marketing schemes that Epoch has put in place.
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Touching Base
The kidult appeal Major players in the Kidult category tell Toy World readers about the current state of the global kidult market, which IPs and franchises they're keeping an eye on and what they think is driving kidult demand.
Helena Stacey
Marketing Manager - Toys, Tomy The kidult market feels much more established than it did 12-18 months ago, and it’s becoming a broader part of the toy and collectibles landscape. It’s no longer just about traditional character collectibles or blind boxes. We’re seeing growing interest in specific passions, fandoms and interests, from pop culture and Anime to cars, JDM and design-led collectibles. Tomica’s UK launch is part of that wider shift, bringing its heritage in diecast collecting and JDM car culture to a growing audience of adult collectors and enthusiasts. Across Tomica, Twinchees and Perihapi, people are engaging with collectibles in different ways, through fandom and nostalgia, product design, self-expression or simply the enjoyment of building a collection. That breadth is one of the biggest changes we’re seeing in the market. As a Japanese company, we naturally keep a close eye on the continued influence of Anime, Manga, JDM and wider Japanese pop culture, particularly the passionate communities that have grown around them. We’re also watching major franchise and blockbuster moments, and the opportunities they can create across toys and collectibles. For us, it’s less about identifying the next single ‘hot’ IP and more about understanding the passions and communities behind it. Our philosophy of Asobi is centred on creating moments of connection and delight, and we see a real opportunity to bring that into the kidult space. That might mean products that connect different sides of a fandom – from cars and diecast replicas to Anime and figures – or collectibles that become part of someone’s wider lifestyle. That crossover is becoming increasingly important, too, with collectibles moving beyond the traditional display cabinet and finding a place on desks, shelves and in everyday life. We don’t see kidult demand as being driven by one single motivation. Collecting, gifting, nostalgia, fandom and social media all play a role, and increasingly those motivations overlap. Social media is an important amplifier. It can introduce people to a product or community, but the reason they engage is often much more personal. Whether that’s a nostalgic connection, a passion for a fandom, the enjoyment of collecting, or finding something that reflects their interests. We see that across our own portfolio, too. Momiji has a strong emotional and gifting element, centred on friendship, kindness and connection, while Tomica taps into a more passion-led side of collecting through diecast, cars and JDM culture. Ultimately, the strength of the kidult market lies in the many different routes into it. It’s not one consumer or one type of product; it’s a broad audience united by the enjoyment of collecting, discovering and connecting with things they genuinely love.
Michelle Lilley
Managing Director, MGA Entertainment, UK and Ireland The adult collector market continues to be a significant and fast-evolving part of the toy market, we’ve seen demand beyond the traditional toy category with products that tap into their wider interests, such as nostalgia, pop culture and collectibles. At MGA, we’ve seen this reflected in the continued appeal of brands such as MGA’s Miniverse and L.O.L Surprise!, where collecting, creativity and discovery come together to create experiences that resonate across different age groups. There’s a growing appetite for products that offer an experience beyond just owning the item, particularly those that lend themselves to a surprise and delight moment. MGA Entertainment is particularly interested in IPs that have a strong cultural connection that attracts a new generation of consumers. We’ve seen first-hand through MGA’s Miniverse and L.O.L Surprise! where collecting, creativity and fandom come together to create interactive experiences for consumers. Introducing recognisable entertainment, licensed food and beverage and lifestyle brands into miniature forms works particularly well when there’s an element of surprise and delight involved, giving consumers the opportunity to discover familiar brands in a new way. From a category perspective, miniatures, blind-box collectibles and unboxing-led products remain an area we’re watching closely, particularly when they encourage collecting, sharing and repeat engagement. We’re also seeing opportunities for products that bridge the gap between collecting and play, giving consumers a reason to re-purchase and build their collections. We see the demand for products driven by a combination of factors rather than one single motivation. Collecting is a major driver, particularly where consumers are encouraged to discover different variations which help build collections over time. Both MGA’s Miniverse and L.O.L Surprise! demonstrate how the excitement of surprise and delight can encourage repeat purchases. Nostalgia and fandom can create an emotional connection, while social media plays an important role in product discovery and driving conversation around products. The unboxing moment plays a crucial role in driving anticipation, surprise and sharability. Ultimately, the strongest products are those that tap into multiple aspects at once, creating something consumers want to discover, collect and share.
Roger Martin
Marketing Director, Asmodee The global Kidult market is currently very strong and continuing to grow. Across multiple licences consumers are still engaging, compared to 12-18 months ago. In terms of IPs and franchise to watch out for, the perennials like Star Wars, Lord of the Rings and Harry Potter are still doing well. It's extremely difficult to get an exact balance between genuine collecting and gifting, nostalgia, social media trends or fandom as it depends on the produc and the reason for buying. Ultimately, what we want we need to focus on is offering exciting and engaging products that consumers want. What they want to do with them once they've bought them is ultimately up to them.
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Touching Base Simon Owen
Head of Brand, Scalextric Kidults continue to be a hugely exciting market for us and it feels as though the opportunity is only growing. Adults are increasingly comfortable buying toys and collectibles for themselves, whether that’s driven by nostalgia, fandom or simply wanting to spend their downtime doing something fun. Scalextric is particularly well placed for that. The experience of racing a Scalextric car is largely unchanged from the one people remember from childhood, so there’s an instant emotional connection when they pick up a controller again. At the same time, we’re constantly introducing new cars and licences that give adult fans a reason to keep coming back. Licensing is incredibly important within the kidult market. Franchises such as James Bond, Back to the Future and Fast & Furious have all proved very successful for Scalextric because they tap into films and characters that adults have a genuine connection with. But it isn’t only entertainment IP. Motorsport heritage is hugely important too, and we’re seeing particularly strong interest in iconic racing cars from the 1990s and other memorable eras. For many fans, a car can trigger exactly the same sense of nostalgia as a favourite film or TV franchise. For Scalextric, nostalgia and fandom are undoubtedly powerful drivers, but there’s also a strong collecting element. People might initially be drawn in by a car or franchise they remember from their childhood, and that can quickly develop into wanting to build a wider collection. What makes Scalextric slightly different is that the product isn’t just something to collect and display; it’s something to use. We love the fact that an adult can buy Scalextric because it reminds them of their own childhood, then set it up at home and introduce their children to it. That ability to bring generations together through play is incredibly powerful and, for us, is one of the most exciting things about the growth of the kidult market.
Andrew Hobbs Director, LA Brands
Kidult has moved from being talked about as a trend to becoming a genuine, long-term part of the toy and games market. Adults are increasingly comfortable buying products for themselves, whether that is for entertainment, nostalgia, fandom or simply because they enjoy them. For us, that opens up a much broader audience than the traditional toy buyer. We’re always interested in IP with a strong and passionate fanbase, but we’re also trying to think beyond the more obvious licensing opportunities. Peaky Blinders is a good example of that for us. It is not a traditional toy licence, but the world, characters and storytelling fit the Cryptic Killers format incredibly well. That is also the thinking behind some of the new licences we have coming through. We want to work with properties that let us reach different audiences and take Cryptic Killers into settings people might not necessarily expect from a murder mystery game. The opportunity for us is in finding the right property and then building something that feels genuinely authentic to that world, rather than simply putting a licence on an existing product. Social media has played a big part in our own journey. Cryptic Killers really took off online in 2021, and that virality helped make the whole murder mystery case-file format much more recognisable to a wider audience. The important part for us has been building on that initial momentum. Social media can introduce somebody to a product very quickly, but you still need a strong product and a brand people want to come back to. Since then, we’ve focused on growing the range, developing new cases and building Cryptic Killers into an established name within what is still quite a specialist part of the games market. For us, repeat purchase and gifting are now just as important as discovery. Once somebody has enjoyed one case, there is a natural reason to try another, and the format works particularly well as a gift because you are giving someone an experience rather than simply another product.
Ben Hogg
Head of Marketing, Simba Smoby Kidult appears to be a key driving force behind recent growth in the toy industry. The category has been around for a long time, but has really taken off over the last couple of years. Our range includes licences such as Fast & Furious, Street Fighter, Back to the Future, Knight Rider, Ghostbusters and Transformers, all of which include products primarily aimed at older collectors. Looking ahead, there are also some exciting new – or perhaps ‘old’ – licences set to be revealed during autumn/winter 2027 previews. Much of the current kidult demand is being driven by fandom. At events such as Comic Con, the majority of purchases appear to be made by individuals buying products for themselves. While gifting also plays a role, these products give collectors a way to express their interests and display their favourite licences and characters in their homes.
James Barrett
General Sales Manager – Licensed Division, Peers Hardy From early 2025 and even before this, the Kidult market has become a key driver of the toy industry. This is reflected by the surge in revenue this category is having and continues to have. Whilst previously being a bit of a side piece for many suppliers, distributors and retailers, it is now regarded as a core part of our business, with ranges growing continually. In terms of the IPs and franchises we are watching most closely, it will come as no surprise that Star Wars is a key focus for us. We will also be releasing and developing products with our partners, Cerda, featuring Doomsday, Lord of the Rings and Harry Potter. In terms of categories, we are concentrating on collectable product and high-quality items that really tell a story. When it comes to what is driving current Kidult demand, I think it is probably an even split between adults buying for themselves, collectors and people buying for gifts. These buyers will also purchase items that they see trending on social media. Some of our new lines for 2027 are focusing on the collector and the nostalgic buyer, while our current range has a wide variety of self-gifting or external gifting lines. I think we will see a shift next year into more people buying for display and preservation.
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Touching Base Laurence Carpenter
Founder and CEO, Iconic Cards Adult collectors are becoming a more central consideration for publishers, manufacturers and retailers. There’s greater recognition that people want to own something connected to the characters, films and music they loved growing up and still love today. For us, the opportunity is in creating products with a meaningful connection to those passions. A familiar licence attracts attention, but authenticity, quality and imagination give collectors a reason to buy and keep coming back. Our aim is to give collectors an authentic relic that physically connects them to the worlds and characters they hold dear. Wallace & Gromit is naturally our immediate focus. The affection people have for the characters, combined with Aardman’s craftsmanship, gives us a wonderful foundation for collectibles. More broadly, I’m interested in enduring music, film and television properties with passionate superfan communities. That depth of enthusiasm is key. I’m particularly watching premium trading cards, coins and unique artefacts, where autographs, original sketches or authentic materials offer fans a physical connection to something they love. That connection is central to how we approach product development. Current Kidult demand is driven by a combination of genuine collecting, gifting, nostalgia, social media trends and fandom, and those motivations often overlap, so it is difficult to assign percentages. Nostalgia or fandom might inspire the first purchase, a gift might introduce someone to collecting, and social media can help people discover a release or share their best trading card pulls. From my experience, lasting interest comes from the excitement of owning something meaningful, discovering rare and unique pieces and building a collection. Community also matters greatly: connecting with other fans, trading cards and sharing that excitement can become as enjoyable as the products themselves. The friendships and shared experiences give collecting a meaning that goes well beyond the objects we own.
Alistair Brebner
Commercial Director, The Hobby Company The biggest change we have seen is that kidult feels increasingly established rather than being treated as a niche or emerging part of the toy market. Circana reported global toy sales growth of 7% across its G12 markets in 2025, with building sets up 18%, while adult and teen consumers continue to be an important part of that growth. For us, what is particularly encouraging is the breadth of demand. It is no longer confined to traditional hobbyists: construction, collectibles, licensed products, models and displayled products are all attracting adult consumers. That creates opportunities at a much wider range of price points, from £30–£50 purchases through to £250-plus enthusiast products. We are particularly interested in franchises with an established adult fanbase. Gundam is an obvious example through Bandai Gunpla, while automotive and motorsport licensing is increasingly important within CaDA, including Mercedes-AMG, Audi and Formula 1. Pantasy also gives us exposure to very different licences such as Astro Boy, Moomin and wider Anime. More broadly, we are watching premium construction closely. Japanese-inspired architecture, botanical builds and detailed automotive models demonstrate how the category is moving beyond conventional play and increasingly crossing into collecting, design and home display. It is difficult to attribute the growth to one factor because different products attract consumers for different reasons. Genuine collecting and fandom are particularly important in categories such as Gunpla, model kits and premium construction, where customers often build a collection over time. Nostalgia remains powerful for established brands such as Tamiya and retro-inspired products from Pantasy, while gifting provides an important route into the category. Social media then amplifies all of these behaviours by helping consumers discover products and see completed builds. What is significant is that self-purchase now sits alongside gifting as a genuine year-round opportunity rather than kidult being predominantly a Christmas or birthday market.
Jake Moizer
Marketing and eCommerce Manager, Boxer Gifts I think the biggest change over the last 12-18 months is that Kidult feels like much less of a trend now and much more like an established part of the market. I think one of the clearest examples of how the market has evolved is the huge growth in squishy and sensory toys. You only have to look at their success to see how something that might once have been viewed simply as a children’s fidget toy has become something adults genuinely want to pick up, squeeze, collect and buy for themselves. That’s really interesting to us because it shows that Kidult doesn’t have to mean an expensive collectible that sits on a shelf. There’s a big opportunity at the other end of the market for products that are affordable, funny, nostaligic and give you that instant “I want to pick that up” reaction. Here at Boxer, we’re particularly interested in IP with genuine cross-generational recognition. Mr Bean is a great example for us because it means different things to different generations, but the character and humour are instantly recognisable to almost everyone. We also work with Me to You across our licensed book range, which has a very different kind of appeal but an equally strong emotional connection with consumers. And we always keep a close eye on classics like Only Fools and Horses. There’s something about that licence that continues to resonate particularly strongly with dads, which makes it incredibly relevant to the gifting market. For us, the most interesting licences are often the ones that already mean something to people – whether that connection comes through nostalgia, humour or sentiment. I don’t think you can separate the reasons for Kidult demand as neatly as you once could. A purchase might start with nostalgia or fandom, be discovered through TikTok, and ultimately be bought as a gift – or as a gift to yourself. For Boxer, gifting and self-gifting are probably the biggest opportunities, with nostalgia, humour and social media acting as the triggers. Social media is particularly powerful because it can turn a very simple product into something people suddenly want to touch, squeeze or share themselves. But there still has to be a good product behind the trend. The strongest Kidult products tend to give people an immediate emotional reaction.
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Touching Base Ohad Lederman VP of Sales, PMI The Kidult market has moved beyond being a niche segment and is now an established part of the global toy industry. Demand is driven by nostalgia, strong design, collectability, display appeal, humour and fandom. Circana reports that consumers aged 15+ now represent approximately 18% of global toy sales, with sales to this group more than doubling since 2020. Fuggler is a strong example of this shift. Its unconventional ‘Funny Ugly Monster’ identity, irreverent humour and collectable nature have helped it build a following among older consumers. Its distinctive aesthetic offers something instantly recognisable and highly displayable. At PMI, we have built on this appeal through collaborations including Fuggler, Fast & Furious, Naruto and Blockbuster, combining established fandoms with fresh interpretations. These ranges reflect growing demand for individuality, self-expression and collectability. We are particularly interested in franchises with cross-generational appeal, alongside the continued growth of gaming, anime, sports and digital-first fandoms. Consumers increasingly move between film, television, gaming, social media and wider pop culture, broadening the opportunities for licensed products. The return of Blockbuster is one example, with our Blockbuster Disney collectibles combining a familiar cultural icon with recognisable Disney characters in a fresh collectable format. Collectibles remain a key category, alongside plush, trading cards, figures, building sets and display-led products. Trading cards are particularly significant for PMI, which was originally founded on the category. Their renewed popularity reflects the influence of collecting, fandom, nostalgia and community. We see these motivations increasingly overlapping, with collecting often driven by emotional connections to particular franchises. Our Naruto Super Box, featuring two Shinobi, taps into anime fandom and display-led collecting, while our Fast & Furious NOS Capsule Collectibles include a movie character, vehicle, scene to build and poster, creating a complete display inspired by the franchise. Social media has further accelerated demand, particularly for visual products suited to unboxing and sharing. Blind boxes combine surprise, discovery and collectability, with reveal moments, rare finds and completed collections generating engagement on platforms such as TikTok and Instagram. For us, the opportunity lies in combining recognisable IP, relevant formats and strong design to create products that consumers connect with emotionally, want to collect and are proud to display.
James Luff
Felipe Noriega
The global Kidult market has transitioned from a high-growth ‘surprising boom’ category into a permanent pillar of the toy and licensing industries, becoming more mature and discerning. We have seen growth in mainstream and lifestyle retailers allocating permanent, high-traffic aisle space to adult collectibles. Buyers are moving away from oversized, highticket statues towards affordable, smaller collectibles, display pieces and impulse buys. The focus has shifted from buying for investment to buying for personal enjoyment. There are several IPs and franchises we are keeping a close eye on. Jujutsu Kaisen, Chainsaw Man, Demon Slayer, Frieren: Beyond Journey’s End and DanDaDan are driving engagement among younger adult demographics. Hatsune Miku has helped bridge music, gaming, fashion, anime and digital creator culture, and we expect it to have a big moment in the next quarter. The opening of the first Hatsune Miku store in Japan signals the licence’s continued growth. Desk décor and space-saving formats are becoming increasingly important, including framed wooden art displays, mini-dioramas and acrylic stands. Adult fans often lack space for large cabinets, making compact desk art ideal for homes and offices. There is also growing interest in tactile and stylised vinyl plush, including blindbox plush, bag charm collectibles and vinyl-plush hybrids, such as Hatsune Miku Punk Rock and Demon Slayer Fuzzy Friends from Puremind. These merge soft toy comfort with designer toy aesthetics. Blind-box and mystery collectibles remain important for repeat footfall and impulse purchases, driven by the excitement of unboxing. The market is shifting towards active fandom and self-gifting, or ‘treat culture’, with adults purchasing affordable rewards to decorate personal spaces, express identity and connect with favourite media. Social media also plays a significant role, with TikTok, Instagram and YouTube Shorts creating immediate hype cycles. Blind-box unboxings and bag charm trends can turn everyday collectibles into viral social currency.
The Kidult market continues to evolve, with buying behaviours becoming increasingly segmented. Some consumers gravitate towards affordable, impulse-driven purchases and ‘little luxuries’, such as our Pocket Hero range, while others are highly engaged collectors purchasing full cases of blind boxes and capsules as soon as they launch. Both ends of the market are looking for value, although they define it differently. For some, it means purchasing a favourite character at an accessible price point, while for others, it is the excitement of completing a collection. For YuMe, this creates opportunities across multiple price points and formats, with products that deliver joy, discovery and fandom. Anime remains an important focus for YuMe. We have built a strong reputation for translating popular properties into displayable surprise capsules, figures, bobbleheads and keychains, beginning with Jujutsu Kaisen and One Piece. This year, we have expanded further with Kaiju No. 8 and Solo Leveling, with plans to continue broadening our anime portfolio. Gaming is another major opportunity, with passionate, multi-generational fanbases that rival those of major entertainment properties. As gaming IP expands into other forms of entertainment, it creates opportunities to reach new audiences while maintaining authenticity to the franchise. This year, we launched our PlayStation range, with HMV partnering on a first-to-market launch of the PlayStation Hero Box All Star Series, alongside our PlayStation Bobble Hero and Pocket Hero ranges. We are also developing products with other gaming franchises, with announcements to follow. Collecting, nostalgia, self-expression, gifting and fandom all influence purchasing decisions. Some consumers want to complete a set, while others enjoy owning products that reflect their interests and connect them with wider fan communities. Social media amplifies these behaviours, encouraging discovery and conversation around new products. Gifting is also important, particularly for recognisable IP at accessible price points. These motivations often overlap, with social media trends introducing consumers to franchises that may develop into lasting collecting interests. For YuMe, the opportunity lies in understanding these motivations and creating products that combine collectability, character appeal, accessibility, display value and the excitement of discovery.
Managing Director, DKB Toys and Distribution
Vice President and Regional Director EMEA, YuMe Toys
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Touching Base Zoe Ryan
Head of Marketing, Fizz Creations The kidult market feels more established and varied than it did 12–18 months ago. There is a clearer recognition that adults are an ongoing audience for toys and games, with different interests, budgets and reasons to buy. Nostalgia remains powerful, but shoppers also want fresh ways to engage with familiar brands. At Fizz, we have seen that appetite reflected in our digital games, with both sales and unit volumes increasing significantly over the past year. Arcade favourites such as Pac-Man and Tetris provide a strong foundation, while classic LCD and character gaming allow us to reach a wider audience. The opportunity is to give consumers something recognisable with a new reason to pick it up and play. We are particularly interested in IP with a strong emotional connection and the flexibility to work across different play experiences. Pac-Man and Tetris continue to resonate across generations, while our forthcoming Hasbro Classic LCD games bring another kind of nostalgia through titles such as Monopoly, Connect 4 and Yahtzee. On the character side, we are watching Fuggler and Hello Kitty closely, alongside the seasonal appeal of The Grinch. They connect with different audiences and offer different creative possibilities. Compact digital gaming is especially exciting for us: keyring games, handhelds and gaming watches combine recognisable licences with playable functionality. We are also interested in the overlap between gaming, gifts and collectibles, where a product can appeal equally as a personal purchase or a present. Current Kidult demand is driven by collecting, gifting, nostalgia, social media trends and fandom, and we see those motivations as closely connected. Someone might discover a game through a creator, recognise it from childhood, buy it for themselves and then return for another title or purchase one as a gift. For our digital games, nostalgia and gifting are strong entry points, but gameplay gives the purchase lasting value. Collecting can develop around a favourite licence, format or series of titles. Social media helps bring that experience to life. Seeing someone play and rediscover a familiar game communicates its appeal quickly. The strongest opportunity comes when that initial attention is supported by a product people enjoy owning, playing and sharing.
Jack Sturman Head of Brand (Toys, Hobbies and Collectibles), Bandai Namco
The global kidult market has seen widespread adoption by a large majority of retail sectors over the last 18 months with many traditional retailers now recognising this demographic as a viable, long-term consumer group. With this adoption comes a ramp-up in the availability of licensed merchandise right through retail, exposing consumers of all ages to a wide range of IP and brands, which we’re certainly seeing the benefit of. The nature of our business at Bandai means that we are actively handling a high volume of IP every month with a blend of heritage series and newcomers to the space. For us, we’re excited about some big milestones for our flagship IPs, with Tamagotchi celebrating its 30th anniversary and Gundam well on the road to its 50th anniversary celebration. As the marketplace moves so quickly, our approach at Bandai is to always keep our eyes on the horizon and not focus too heavily on the here and now as it’s very easy to be left behind with the rate of consumption that we’re seeing in the market. Current Kidult demand is driven by a mix of genuine collecting, fandom and trend-based consumers, and the differentiation between these groups is key to understanding what is happening in the space. Collecting is not a new phenomenon, but it is certainly being accelerated by social media, new IP and wider consumer trends. The background collectors who traditionally focus on areas such as comic books or action figures remain a constant part of the business, and they are consistently joined by newcomers brought in by the latest hit IP or consumer trend sweeping the market. The consumption rate varies between these two groups and therefore the approach has to remain agile to ensure their different needs are being met. Traditional collectors consume at a less intense pace and are consistent with their passion, whereas newcomers typically consume brands and IP content much faster and are looking for the next thing much sooner.
Aaron King
Head of Commercial, A.B.Gee The kidult market has become a significant part of the wider toy and gifting landscape. Circana data puts UK spending among consumers aged 12+ at £1.2b in the 12 months to June 2025, up 5% on the previous year and accounting for 31% of total toy spend. For A.B.Gee, growth has been particularly noticeable over the past 12 months, with collectability, fandom, nostalgia and social engagement creating opportunities across a wider range of products and categories. A.B.Gee’s portfolio includes Funko, Loungefly, Pokémon and the Fan & Collector ranges from Hasbro and Mattel, alongside collectible plush and character-led products. Funko and Loungefly offer almost 3,000 lines across a wide range of licences and fandoms. A.B.Gee’s Funko business has grown significantly this year, with more retailers adding Funko Pop! to regular ordering rather than treating it as an occasional purchase. Pokémon and Disney remain two of A.B.Gee’s strongest areas, while Marvel, Star Wars and Harry Potter continue to perform well, particularly around new entertainment releases. Collectible plush ranges such as Squishmallows and Palm Pals also appeal to both traditional toy customers and adult fans. Collectibles remain a major opportunity. Circana reported that Collectible toys represented 17% of UK toy spend, at £262m, and 22% of units sold to September 2025. Trading cards are playing a significant role, with A.B.Gee preparing for a major new release next year. Suppliers are responding with ranges aimed specifically at fans and collectors. Hasbro’s Fan range is one example, while Mattel continues to refresh established franchises. WWE encourages repeat purchases, while Hot Wheels sales for A.B.Gee increased 70% from Q3 2025 to Q3 2026. Mattel also has new collector licences planned for 2027. Current Kidult demand is driven by collecting, fandom, nostalgia, gifting and social media trends. Products can quickly go viral, as demonstrated by the squishy trend, with A.B.Gee repeatedly selling through World’s Smallest NeeDoh. Further stock is expected in January and February 2027. While social media can generate immediate demand, products with lasting appeal tend to be supported by strong IP, collectability, nostalgia or established fanbases. For retailers, Kidult products offer opportunities across self-purchasing, gifting and impulse buying, while collectability encourages repeat visits. A.B.Gee works with retailers to build ranges suited to their customers, available space and existing offering, drawing on its broad portfolio of licensed, Collectible and character-led products.
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The Owls of The Little Tales Collection
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Q1 202
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Kidult
Mattel 01628 500 000 | www.mattel.com
Mattel's latest collection for adult fans brings together premium collectibles, iconic entertainment brands and immersive building experiences. Designed for display as much as storytelling, the 2026 range combines detailed craftsmanship with some of the year's biggest brands. Barbie Signature continues to celebrate culture, creativity and iconic figures through a collection of beautifully crafted dolls designed for adult fans and collectors. Combining music, fashion and pop culture with premium design, the latest Barbie Signature collection offers something special for fans and collectors alike. The Miley Cyrus Barbie Doll captures the superstar's signature style in a striking faux-leather look inspired by her Something Beautiful film, while the Whitney Houston Barbie Doll pays tribute to the legendary singer in her iconic purple outfit from the I Wanna Dance with Somebody music video. The Marilyn Monroe Barbie Doll honours the screen icon's 100th birthday with an elegant pink gown, statement bow and sparkling accessories, while the Lenny Kravitz Ken Doll brings the rock star's unmistakable style to the collection. Joining the collection this October is the Celine Dion Barbie Doll, celebrating one of the best-selling female artists in music history. Rounding out the range are the 2026 Holiday Barbie and Holiday Ken Dolls, dressed in red festive fashions. Hot Wheels continues to bring the thrill of Formula 1 to racing fans with its premium Formula 1 Race Singles collection. Featuring authentic team liveries, metal bodies and chassis, Real Riders tyres and premium collector packaging, each 1:64 scale vehicle captures the excitement of motorsport, allowing fans to choose their favourite team and build their Formula 1 collection. Building on Hot Wheels' automotive heritage, Mattel Brick Shop continues to expand its premium building portfolio with highly detailed models inspired by iconic performance cars. This year's range includes the '71 Lamborghini Miura P400 SV and '15 Audi R8 LMS, combining brickbuilding with exclusive 1:64 scale Hot Wheels die cast vehicles. Designed for builders and collectors alike, each set offers premium detailing and display-worthy finishes that celebrate some of the world's most recognisable automobiles. Mattel's entertainment portfolio continues to grow with products inspired by some of today's biggest films, music and pop culture moments. Following the global success of Netflix's KPop Demon Hunters, fans can bring the phenomenon home through an extensive collection including fashion dolls, premium action figures, Little People Collector sets, Polly Pocket collaborations and a themed Uno card game. Featuring fan-favourite characters from Huntr/X and the Saja Boys, the range captures the music, style and storytelling that has made the franchise a worldwide hit. Action and superhero fans are equally well catered for with products inspired by Masters of the Universe and DC. From the Battle of Eternia playset and movie-inspired Power Sword to the latest DC Batmobile, the range celebrates heroes and villains through detailed role play, collectibles and display pieces that bring these franchises to life. Games continue to play an important role in the Kidult category, with Mattel offering fresh takes on much-loved classics. Liar's Uno introduces a bluffing twist to the card game, while Scrabble Wood Refresh combines premium wooden components with two ways to play. Pictionary Air Takeover and Skip-Bo complete the range, offering social experiences that bring friends and family together, whether for a dedicated games night or a spontaneous evening of fun.
DKB Toys and Distribution www.dkbtoys.com | edel.siddle@dkbtoys.com | grace.burton-rees@dkbtoys.com Created with dedicated fans in mind, Puremind’s officially licensed range blends character-led design with strong display appeal. As the toy industry continues to see the spending power of the older collector, the line-up, spanning plush, acrylic and wooden gallery-style pieces, offers retailers a broad selection across multiple price points and product formats. This versatility makes the Puremind range suited to both specialist anime stores and mainstream toy retailers looking to tap into the growing kidult and anime markets. Puremind has tapped into the growth of anime with everyday collectibles inspired by some of the genre’s most popular titles. For Q4, the brand is expanding its established ranges and introducing new licenses, including Demon Slayer. A key new addition for Demon Slayer is the Fuzzy Friends vinyl plush range, combining anime styling with plush. Each blind box contains a randomly selected soft plush featuring a character reimagined with cat ears and expressive features. The mystery format encourages repeat purchases, fan trading and the social-media unboxing experience. Another Q4 addition from distributor DKB is the Hatsune Miku Punk Rock Plush blind box series. The Vocaloid pop star has built a worldwide following through international concert tours featuring holographic projection performances, collaborations and social media trends. Bridging anime culture, communitydriven digital art and live music entertainment, Hatsune Miku has an established global fanbase. The new vinyl plush offers UK retailers an impulse-purchase opportunity within this growing market. For kidults looking for more decorative products for their homes or workspaces, Puremind’s wooden gallery pieces offer another option. These small, framed scenes and art displays feature characters and moments from IPs including Jujutsu Kaisen, Frieren, Chainsaw Man, Demon Slayer and DanDaDan. Crafted from printed wood and designed for shelf or desk display, they offer a design-led alternative to traditional action figures. Sitting alongside these are Puremind’s Acrylic Stand lines. Already popular in Japan, acrylic character collectibles are attracting increasing interest in other markets, with the range including character renditions and film cell-style scenic displays. Their compact format also provides retailers with flexible merchandising options. By combining established anime IPs with a variety of accessible collectible formats, Puremind offers retailers several ways to engage with the Kidult audience. The range has continued to expand since its launch earlier this year, with further product development and additions to the pipeline planned for 2027.
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Kidult
YuMe Toys www.yumetoys.com | emeasales@yumetoys.com YuMe Toys creates collectibles for fans who love the brands, stories and characters behind them. With a portfolio spanning Anime, gaming, Kawaii and blockbuster franchises, YuMe is building its presence with retailers looking to tap into passionate, multi-generational fan communities. Its philosophy is simple: created by fans, for fans. Today’s fans want products that let them celebrate the characters, worlds and stories they love, whether that means discovering new characters through a blind box, adding a favourite figure to their collection, displaying it at home or work or gifting it to another fan. YuMe’s ranges are designed around that behaviour, combining recognisable IP with accessible price points, collectability, shelf appeal and distinctive unboxing experiences. YuMe’s first PlayStation collection brings some of gaming’s most iconic properties into collectible formats, with Pocket Hero figural keychains and bag charms, seated PlayStation Bobble Hero figures and the new PlayStation Hero Box All-Star Heroes. The Hero Box assortment features six characters spanning God of War, Ghost of Yotei, Helldivers, Ratchet & Clank, Horizon and Astro Bot, giving retailers a cross-section of the PlayStation universe in one collectible range. Additional PlayStation formats are planned for 2027, with further opportunities across the portfolio. Anime remains a key strength for YuMe, with new blind box collections from Kaiju No. 8 and Solo Leveling joining an established portfolio of fan-favourite properties. The One Piece Barrel Capsule continues to perform strongly in 2026, combining detailed figures with a mystery and unboxing experience. The barrel itself becomes part of the experience, with waterrevealed clues along the way, creating an additional layer of discovery that encourages repeat collecting. With One Piece continuing to resonate strongly with fans across the UK and Europe, the range offers retailers an accessible entry point into one of the world’s most recognised nime and manga franchises. YuMe’s Hello Kitty and Friends collections demonstrate the broader, multi-generational opportunity within Kawaii. New this season, Mini Botanics Memo Stand combines familiar Sanrio characters with botanical styling and functionality. Across six designs, each collectible includes a character holder and memo cards, creating a product that works as a collectible, desk accessory or gift. Across its portfolio, YuMe is focused on giving retailers multiple ways to engage fans through accessible entry-price collectibles, repeat-purchase formats, recognisable global IP and products designed to be collected, displayed and gifted. For retailers looking to build an anime, gaming and Kawaii assortment, YuMe offers a growing portfolio designed around fan-led collectible experiences.
Blokees 07585 400 586 | www.blokees.com | markashurst@blokees.com Blokees is strengthening its position in the kidult collectibles market with the UK launch of its muchanticipated Mega Man Champion Class range. Marking a new licensed gaming IP for the brand, the arrival of Mega Man adds further depth to Blokees’ expanding collector portfolio and reflects growing demand for products that combine nostalgia, character authenticity, hands-on assembly and long-term display value. Launched in the UK in mid-October, the Mega Man Champion Class range brings Capcom’s longrunning video game franchise into Blokees’ premium collector offering. With its strong heritage, distinctive visual identity and multi-generational fanbase, Mega Man is well placed to resonate with Kidult shoppers who grew up with gaming culture and now look for detailed, display-led collectibles connected to their favourite characters. The first two releases, Champion Class 01 Shooting Star Mega Man and Champion Class 02 Zero (Mega Man Zero), showcase the strengths of the Champion Class format. Shooting Star Mega Man captures the character’s signature colours and mechanical details through a 125-piece design, with Battle Cards, battle accessories, interchangeable parts and a display stand supporting dynamic battle poses. Zero follows with a 136-piece release that recreates the character’s layered colours, defined contours and signature equipment, supported by interchangeable parts, weapon accessories and a display stand. Both releases continue the Champion Class proposition of detailed multi-part design, clear instructions and tool-free assembly, with no glue, brushes or cutters required. This collector-focused momentum also extends into Blokees’ DC portfolio. DC Champion Class 07 Batman: Hush-Joker is set to be globally revealed in early November, bringing one of Gotham’s most iconic villains into the Champion Class line. Inspired by Batman: Hush, the storyline written by Jeph Loeb and illustrated by Jim Lee, the release captures Joker’s green hair, pale complexion, sculpted expression and unmistakable purple suit. The 16cm character model features 43 points of articulation, while the 89-piece assembly includes an interchangeable head, four pairs of interchangeable hands, twin revolvers, a fabric ‘Bang’ flag gag and crowbar accessory, supporting expressive posing and comic-inspired scene recreation. Beyond the products themselves, Blokees is also deepening its connection with Kidult fans through its brand app, where collectors can ‘light up’ their collections and extend the ownership experience beyond the shelf. The app is set to play an increasingly important role in linking future retail activations, in-store assembly activities and community engagement, helping fans move between digital collecting and physical retail experiences. Blokees’ BFC, the brand’s core creator community and cultural ecosystem within the toy collecting space, is also integrated into the app, further supporting fan interaction, content sharing and community growth. By connecting licensed collectibles, creator culture and store-based experiences, Blokees is strengthening its brand visibility while giving retailers a clearer pathway to bring fans back in-store through events, collection milestones and hands-on engagement.
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MADE IN ITALY
Kidult
Posh Paws 01268 567 317 www.poshpawsinternational.co.uk sales@poshpawsinternational.co.uk Squishy dumplings have been one of the biggest crazes this year, and Posh Paws has combined the dumpling trend with its global Kawaii Kuties brand to release cute, cuddly and colourful plush assortments. These new dumplings are available as 10-inch plush toys and 4-inch bag clips, combining the adorable Kawaii Kuties character designs with trending dumpling shapes. The range also includes surprise plush dumplings inside blind-box steamer pots, each with its own unique expression and colour. Posh Paws’ best-selling licensed gifting range, Swizzels Love Hearts, remains a favourite among collectors and young adults because of its collectability and variety of adorable plush characters, each with its own heartfelt and inspiring message, making them ideal for everyday purchases and special occasions. The Love Hearts plush range fits perfectly alongside gift and greetings products, offering value for money, gifting versatility and sentiment. For British pop culture nostalgia, Mr Bean and Bullseye are among the most recognisable brands, with growing fanbases and appeal across children, teens and young adults. Mr Bean has been a stand-out licence for Posh Paws, and its 10-inch plush toys and new Karabiner Kuties bag clip are among the best-sellers across high street and specialist gifting channels. With Bullseye returning to ITV this autumn and darts gaining increased popularity year on year, the plush, bag clips, mugs, keychains and tankard gift set from Posh Paws offer Christmas gifting opportunities for fans. Blind boxes, surprise capsules and bag clips continue to drive the plush market, with the thrill and excitement of opening surprise purchases. Posh Paws has met this demand with its licensed ranges for Mr Bean, Hello Kitty & Friends and Minions & Monsters. For Korean-inspired collectibles, its Kawaii Kuties plush and keychain surprise capsules and 3D figurine blind boxes offer pocket-money gifting options for kawaii collectors. Gremlins is one of the landmark horror-comedy movie franchises, and fans can now get their hands on Posh Paws’ mischievously cute, brand-new 10-inch Gizmo and Mohawk Mogwai plush toys, alongside the leader of the Gremlin pack, Stripe. All three plush toys feature high-quality, movie-accurate detailing, making them collector pieces for fans of this 1980s pop culture classic. The range also includes plush inspired by horror classics IT (Pennywise the Clown), Annabelle, The Nun, The Exorcist and, if you dare say it three times, Beetlejuice. One Piece is regarded as one of the greatest manga series of all time by critics and readers, while the anime and Netflix live-action series have introduced new audiences to the phenomenon. Posh Paws’ 10-inch collection of classic anime-style and live-action plush toys has been among the best-selling anime plush ranges for pop culture destinations, toy stores and grocers this year.
Tomy 01392 281 927 ukcustomerservices@tomy.com Collectibles continue to be an important growth area for Tomy, with Twinchees leading the way as the range continues to expand its portfolio of character-led licences. New additions include Dan Da Dan, JoJo’s Bizarre Adventure, Moana, Disney Villains, Minions and Back to the Future. The range combines collectible appeal with some of the biggest entertainment licences, helping to broaden its appeal across both younger fans and adult collectors. With new licences continuing to join the range, Twinchees remains a key focus for Tomy as it expands its presence in the collectibles category. Momiji is also building its presence following its launch in May, with the blind-box range bringing together collectible characters and hidden messages centred around friendship, kindness and connection. The new Sugar Plum Wood collection spans Blind Box Message Dolls, Blind Box Pendant Plush and Large Character Plush, with collectible cards and embroidered stickers adding to the unboxing experience. While still in its early stages, Momiji is seeing a strong response across social activity, with this beginning to be reflected in positive retail sell-through. The recent launch of Sugar Plum Wood has further expanded the Momiji universe, with the range also selected as one of John Lewis & Partners’ top toys for Christmas and supported by a strong in-store presence ahead of the key gifting season. Another major focus is the UK rollout of Tomica, launching in early October. Following a successful Toymaster trial, the range is expanding to a wider UK audience, tapping into growing interest in collecting, car culture and JDM vehicles. Tomica also made its UK debut at Go Japan! at Brands Hatch, giving car enthusiasts and collectors an early look at the range ahead of the wider rollout. With more than 50 years of Japanese heritage, the collection brings together detailed castings, iconic vehicles and pop culture favourites, with 50 palm-sized cars launching across five lines. Further strengthening Tomy’s collectibles offering is Perihapi, a premium blind-box range built around the concept of ‘tear and reveal happiness’. Following its launch in Japan, the range combines surprise-led unboxing with fan-favourite licences including Disney Princess & Pixar, Haikyu!! and Hatsune Miku. Together, these ranges reflect Tomy’s growing focus on collectibles and its commitment to developing products that resonate with the expanding Kidult and collector audience.
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Kidult
The Hobby Company 07787 574 931 | www.hobbyco.net mark.inett@hobbyco.net
The Hobby Company is seeing the kidult market become increasingly important across several of its core categories, with adult consumers looking for products that combine a rewarding build with strong display appeal, collectability and recognisable licences. CaDA is a particularly good example of how construction is expanding beyond the traditional children’s market. At the premium end, CaDA’s Master Series provides substantial, technically detailed builds aimed at enthusiasts. The officially licensed Mercedes-AMG GT3 is a 1:8-scale, 5,466-piece model featuring a six-speed sequential gearbox, working steering and drivetrain, USB-powered lighting and a pneumatic pit-stop lifting system. It is joined by the new Audi RS 6 Avant, another 1:8-scale collector model comprising 4,663 pieces, with opening doors and bonnet, working steering, a detailed V8 engine and fully printed detailing rather than stickers. These are products designed to be built over time and then displayed, making them relevant to automotive fans as much as established construction enthusiasts. Another strong example is the new officially licensed BWT Alpine Formula One Team A525. At 1:8 scale and 2,173 pieces, it features working steering, suspension, a visible V6 engine, functional DRS rear wing and printed elements, giving Formula 1 fans a substantial display model. CaDA also gives retailers access to the kidult consumer at more accessible price points. Its Japanese-inspired building range includes highly detailed street-scene models such as the Summer Japanese Coffee Shop, Japanese Steamed Bun Shop, Kitty’s Grocery and the new Japanese Bookstore. The sets combine detailed interiors with strong display appeal, while several also include USB lighting. Their design makes them natural repeat-purchase products, with consumers able to build a wider Japanese streetscape over time. The new Artizan botanical range broadens CaDA’s audience further. Oriental Floral Art: Spring and Summer creates freestanding decorative arrangements intended as much for the home as the toy shelf. CaDA sits within a much broader Hobby Company kidult portfolio. Tamiya continues to attract generations of model and RC enthusiasts; Bandai’s Gunpla range combines the longestablished Gundam franchise with accessible snap-fit construction across multiple grades; and Pantasy offers detailed brick-built display models spanning original retro concepts and licences including Astro Boy and Moomin. For retailers, the opportunity is wider than any single trend. Kidult ranges can support higher average selling prices, repeat collecting and year-round self-purchase, while also creating strong gifting opportunities. The Hobby Company offers a portfolio stretching from accessible entry products through to statement builds, backed by UK stock, specialist product knowledge and dedicated sales and marketing support.
Pyramid International 01162 843 640 | www.pyramidinternational.com sales.support@pyramidinternational.com The Kidult market has become an increasingly important part of licensed retail, with adult fans looking for products that connect them with the entertainment, characters and franchises they love. For Pyramid International, this presents an opportunity to combine its broad licensing portfolio with trend-led product development across stationery, gifting, drinkware, accessories, wall art and lifestyle categories. Rather than treating Kidults as a single type of consumer, Pyramid develops products around the different ways adults engage with fandoms. Nostalgia remains a major influence, but collectability, self-expression, gifting and social media trends are equally important. Among the latest additions is an expanded The Legend of Zelda collection, bringing the gaming franchise to functional and collectible formats including a Premium Luxe A5 Notebook, Badge Set, Premium Metal Spinner Keychain, Light Up Canvas, Premium Social Stationery Set and Metal Chugger Bottle. With a new Zelda game adding another moment of excitement for the franchise, as well as a movie in 2027, the collection gives retailers opportunities to appeal to both long-standing players and newer fans. The range is particularly well suited to the Kidult consumer, combining recognisable imagery and collectability with products designed to be used, worn or displayed. Formats such as the Premium Metal Spinner Keychain and Badge Set tap into personalisation and collecting, while the Light Up Canvas provides another way for fans to bring the franchise into their homes. Premium stationery and drinkware extend that connection into everyday life, giving retailers multiple opportunities for cross-category merchandising. Harry Potter also continues to evolve across new formats. Recent additions include the Owl Post Notes Pad and new Well Travelled collection, featuring a 2027 Diary, Folder and Glasses Case, alongside Premium Notebooks representing all four Hogwarts houses. With a new Harry Potter series on the horizon, Pyramid also has new stationery products in development, continuing to refresh one of its strongest evergreen licences for established and next-generation fans. Retail opportunity is also central to product development. Countertop solutions including Wiggle Pen and Erasable Gel Pen CDUs offer a compact, ready-for-retail format that creates visual impact and encourages impulse purchases. Pyramid’s category management expertise can further support retailers in selecting the right mix of licences and formats for their customer base and available space. Pyramid’s UK Print on Demand capabilities provide another option across Kidult-focused categories including wall art and apparel. Low minimum order quantities and quick turnaround allow retailers to test designs, react to entertainment and social trends and offer a broader selection of properties without committing to large volumes. With in-house design, product development, merchandising support and an evolving licensing portfolio, Pyramid’s approach to Kidult merchandise is focused on giving fans more ways to bring the franchises they love into their everyday lives, while offering retailers products across multiple categories.
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Scalextric
Kidult
tradesales@scalextric.com Nostalgia is a major part of the Kidult market, and few toy brands can tap into it quite like Scalextric. Combined with iconic cars and licences spanning film and motorsport, the range gives retailers plenty of opportunities to appeal to adult consumers, whether they’re existing enthusiasts, collectors or rediscovering Scalextric after many years away. A key launch this year is the Scalextric Fast & Furious Race Set – 25 Year Edition, created to mark 25 years of the hugely popular film franchise. The set features two cars that will be instantly recognisable to fans: the bright orange Toyota Supra Mk IV and blue Nissan Skyline GT-R (R34). Both feature authentic, movie-inspired detailing, while the Skyline also has underglow lighting, adding another nod to the street-racing world of the films. The set has broad appeal. Fast & Furious has a huge adult fanbase, while the cars themselves have become icons in their own right. Add in the fun of actually being able to race them, and it offers something different from a traditional collectable. The mains-powered set comes ready to race, with wired hand controllers, 10 track pieces and multiple layout options. Scalextric’s Magnatraction system also gives the cars additional grip, making it easy for those returning to the hobby after a few years – or decades – away to get racing. Motorsport nostalgia is another important part of Scalextric’s Kidult offer. The Scalextric 1980s Grand Prix Race Set takes fans back to a memorable era of Formula 1, with two Lotus cars associated with Ayrton Senna: the black Lotus 98T and yellow 99T. With more than 5.3 metres of track and nine possible layouts, plus a lap counter and trackside barriers, there’s plenty in the box for enthusiasts to get stuck into. The detailed cars and authentic liveries give the set collector appeal too, while Magnatraction helps deliver the racing experience Scalextric fans expect. For retailers, both sets offer clear opportunities outside the traditional toy customer. Fast & Furious opens the door to film fans and car culture, while the 1980s Grand Prix set taps into F1, motorsport heritage and nostalgia. They’re also strong gifting products, particularly at Christmas, with instantly recognisable cars and licences that can do much of the talking at point of sale. For adults who remember racing Scalextric as children, seeing a favourite film car or classic F1 machine on shelf might be all it takes to tempt them back onto the track.
Peers Hardy www.peershardy.com jbarrett@peershardy.co.uk The resurgence of adult collector culture has become one of the most significant shifts in modern consumer behaviour, and Peers Hardy is tapping into this growing market with products spanning some of the world’s best-known entertainment licences. Retro-styled VHS collector boxes pay tribute to The Goonies, Jaws, Back to the Future, Star Wars, E.T., Gremlins and The Exorcist, while a selection of Marvel merchandise centred around Doctor Doom includes wallets, laptop sets and a 12-piece sock pack. Together, the ranges demonstrate how nostalgia, identity and fandom are influencing the evolving adult collector market. The VHS collection taps directly into the memories of a generation that grew up with physical home entertainment. From clamshell cases to the familiar visual language of video rental stores, the products recreate a cultural moment when entertainment was physical, communal and part of a familiar routine. Adults who grew up rewinding tapes and browsing video aisles can now reconnect with those experiences through products based on films that helped define the era. The packaging itself forms an important part of the appeal, turning familiar films and imagery into products designed for collecting and display. The Marvel merchandise reflects another important aspect of the adult collector market: the maturation of fandom. Characters such as Doctor Doom, once predominantly associated with comics and specialist merchandise, can now be found across a much wider variety of lifestyle products. A wallet embossed with Doom’s mask or a laptop sleeve featuring Avengers iconography allows consumers to incorporate their fandom into everyday life. The inclusion of notebooks, pens and mouse pads also demonstrates how pop culture properties are increasingly moving into both professional and personal environments. What unites the ranges is the way collecting has developed into a form of self-expression. Adult collectors are not simply accumulating objects, but choosing products connected to the stories, characters and entertainment they grew up with or continue to enjoy. Retail presentation is also evolving alongside this audience. The VHS products lend themselves to dedicated displays inspired by the video stores of the past, while the Marvel sets are presented as gifting and lifestyle products. Packaging, branding and presentation increasingly reflect the importance of adult collectors as a significant consumer audience. Peers Hardy has an extensive range of adult collector lines across licences including Star Wars, Lord of the Rings, Harry Potter and Masters of the Universe, spanning a variety of product categories.
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Kidult
Bandai 02083 246 160 | www.bandai.co.uk sales@bandai.co.uk
Bandai continues to strengthen its presence in the growing Kidult category through an extensive hobby and collectibles portfolio, bringing together sought-after figures, display collectibles and recognised entertainment IPs that appeal to both new and long-standing fans. The business has a strong presence in anime action figures, with new releases scheduled for Q4 2026 and 2027. Anime Heroes is a signature range of high-quality 6.5-inch character figures from leading anime properties such as One Piece, Jujutsu Kaisen and Demon Slayer. Key additions include One Piece Zoro East Blue and Luffy Hawk Red, Jujutsu Kaisen Yuta Okkotsu and Demon Slayer Tanjiro Kamado. Each officially licensed, posable figure is modelled on the character’s TV and manga likeness and features over 16 points of articulation. Dragon Ball Dragon Stars brings collectable action figures to one of the world’s most popular anime franchises. Featuring detailed decoration, accessories and swappable hands for recreating recognisable moves and poses, the figures are presented in anime-inspired packaging with display appeal. Latest introductions include new Battle Packs, bringing together two characters from the Dragon Ball Super universe. New for early 2027 is Blue Goku vs Hit, recreating a battle from Dragon Ball Super. The Ultimate Legends One Piece collection continues to build momentum, supported by the growing popularity of the IP across series, films and live-action streaming content. A new Ultimate Legends One Piece assortment includes 5-inch versions of Chopper, Luffy Gear 2 and Zoro with Three Swords, giving fans more ways to recreate favourite scenes and build their collections. With the new movie Godzilla Minus Zero launching in November, Bandai is expanding its range of classic Godzilla figures. The Rampage series introduces detailed, posable 6-inch figures to this exclusive range, featuring a line-up of the King of Monsters in varying guises. For younger fans, the Godziburst toy range reimagines classic Godzilla monsters with colourful, customisable designs, with each figure including swappable armour, weapons and accessories. Bandai’s range of MegaHouse miniature collectable figures is extended with MH-Petitrama EX Godzilla 01, a new collection of miniature diorama figures inspired by scenes from the Godzilla film series, recreated through detailed, dynamic sculpting. Its MegaHouse Mega Cat Project continues to appeal to Kidults, transforming characters from well-known anime franchises into cats. One Piece, My Hero Academia, Jujutsu Kaisen, Gundam and Attack on Titan are among the properties to receive the Mega Cat Project feline treatment. Combining mindful building, display and collectability, nanoblock includes licensed sets featuring Kidult favourites such as Tamagotchi characters Mametchi and Kuchipatchi, as well as the Moomins, including Moomin, Snufkin and Little My. Known for its precision micro-sized bricks, nanoblock offers an intricate building experience, with a focus on compact, displayable builds. As Gundam approaches its 50th anniversary, the brand continues to expand its UK presence following the opening of its first permanent branded store in Camden this summer. Two new High Grade model kits also mark this year’s 30th anniversary of After War Gundam X: the HG 1/144 Gundam Virsago and HG 1/144 Gundam Ashtaron. Meanwhile, the new Master Grade MG 1/100 Gundam Liberty Astray Red Frame, as seen in Mobile Suit Gundam Seed Freedom Astray, continues to offer premium model-making opportunities for hobbyist builders. Collectively, the latest introductions strengthen Bandai’s offer for adult fans and Kidults looking to build, collect and display.
Paladone www.wecooltoys.com | www.paladone.com | info@paladone.com Harry Potter is a strong example of how an iconic franchise can continue to captivate audiences across generations. As one of the most successful film franchises of all time, the Wizarding World continues to attract new fans while maintaining the loyal community that has grown up alongside the stories. With anticipation building for the upcoming Harry Potter television series, interest in the brand shows no signs of slowing down. The new content is set to introduce the franchise to a fresh audience while continuing to engage existing fans, and Paladone is ready to meet that demand. As an evergreen property, Harry Potter remains one of Paladone’s strongest-performing licences, with year-round popularity among retailers and customers. The range offers something for different types of fans, from small gifts to home décor and sensory play. For retailers looking for stocking fillers and affordable collectibles, the range includes playing cards in collectible tins, blind-bag Backpack Buddies, mugs and water bottles. These smaller items offer fans ways to bring a little Wizarding World magic into everyday life and provide gifting opportunities throughout the year. Harry Potter also lends itself to home and desk accessories. Paladone’s lighting collection includes character Icon Lights, book lights and interactive products that add personality to gaming setups, bedrooms and workspaces. One standout piece is the Harry Potter Candle Light, which can be switched on with a wave of the Elder Wand remote for an immersive magical experience. The range also extends outdoors with Paladone’s LunaGlo outdoor lighting collection, allowing fans to bring the Wizarding World into their gardens and patios. Featuring character-inspired designs, including a Hedwig light perched on a stack of books, the collection offers another way for adult fans to personalise their spaces. Sensory products continue to appeal to consumers of all ages, and Harry Potter provides a theme for creative play. The Harry Potter Slime Cauldron lets fans mix their own magical potions using slime, colourful additives and themed accessories, capturing the feeling of brewing a Wizarding World concoction. Accompanying Love Potion and Liquid Luck slime bottles provide complementary products within the range. For retailers looking to maximise the potential of the collection, Paladone offers ready-todisplay Harry Potter merchandising solutions. Free-standing display units, end-cap displays and bespoke merchandising options are designed to showcase the collection effectively and help retailers make use of available space.
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Kidult
Boxer Gifts www.boxer.gifts | sales@boxergifts.com Boxer Gifts aims to create products that shoppers find hard to resist picking up, and its latest Kidult launches are no exception. From one of Britain’s best-loved comedy characters to sushi and pickles, the range gives grown-ups plenty of reasons to have a squeeze. The officially licensed Mr Bean Teddy Stress Toy, has already got off to a strong start. The first stock sold out on TikTok Shop in just a few days, demonstrating the appeal of Teddy to adult consumers. Mr Bean has cross-generational appeal, and the animated series has a strong adult audience, with broadcasts on ITV2. For Kidult shoppers, Teddy brings together nostalgia, humour and a character they instantly recognise. Made from slow-rising foam and displayed in eye-catching Mr Bean packaging, he is satisfying to squish, easy to gift and designed to attract attention on shelf. Joining Teddy from mid-November are two different takes on the stress toy trend. The Soy Sauce Stress Toy takes the familiar fish-shaped soy sauce bottle and turns it into a novelty stress toy. Filled with dark, soy sauce-coloured liquid that visibly moves around as it is squeezed, the toy offers a different sensory experience from a standard stress ball. It comes in sushi-box-style packaging, adding to its appeal as a gift. Then there is Dill With It, the Pickle Jar Stress Toy. As the jar is squeezed, the liquid shifts and the squishy pickles move around inside, creating a visual effect that encourages shoppers to pick it up and try it. The ‘Squeeze when you’re in a pickle!’ line adds a touch of Boxer Gifts’ characteristic humour. Both products have received a positive early reaction from customers and TikTok creators, highlighting their visual and shareable appeal. They are easy to demonstrate in seconds and have a novelty quality that works both in-store and on social media. For retailers, all three products offer accessible price points and work across gifting, toys, novelty and impulse categories. Teddy brings the appeal of an established licence, while Soy Sauce and Dill With It tap into demand for food-shaped squishies with giftable packaging. They also sit naturally within Boxer Gifts’ wider Squish Squad range, giving retailers the opportunity to build a broader display with plenty of choice and potential for counter, till-point and gifting spaces. Kidult can mean many things, but for Boxer Gifts, the focus is on products that grown-ups genuinely enjoy owning. Combining nostalgia, humour and satisfying sensory experiences, the latest additions reflect the growing appeal of novelty products to adult consumers.
A.B.Gee 01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk A.B.Gee is helping retailers tap into the growing Kidult market with a portfolio of toys and collectibles bringing together names from entertainment, toys and pop culture. The range includes high-profile licences, established brands and new products, giving retailers opportunities to attract collectors, fans and impulse shoppers. From pocket money price points to premium collectibles, A.B.Gee’s portfolio offers products for a variety of shoppers and retail environments, with ranges designed to stand out on shelf, encourage repeat purchases and give customers reasons to return for new releases. World’s Smallest Toys & Games combines nostalgia, collectability and impulse appeal. Iconic toys and classic games have been recreated in miniature, creating a range that shoppers can instantly recognise and collect. With accessible price points, compact packaging and an expanding selection of products, World’s Smallest lends itself to tills, impulse areas and dedicated collectible displays. Funko remains a major name in the collectibles market, with a breadth of licences spanning film, TV, gaming, music and pop culture. Its recognisable Pop! format provides strong visual impact, while a regular flow of new characters, exclusives and launches gives retailers opportunities to refresh their ranges. With products appealing to both new and established collectors, Funko has a broad audience across collectible-focused retail. Tubbz transforms well-known characters into cosplay ducks, combining humour and collectability with major licences. With characters spanning some of the biggest names in entertainment, the range gives retailers a distinctive collectible proposition with repeat-purchase potential. For retailers looking to expand beyond traditional toys, Loungefly offers an opportunity to tap into the wider fandom market. Its detailed backpacks, bags, wallets and accessories combine major licences with fashion-led design, allowing fans to showcase their favourite characters and franchises. The range also offers gifting potential and cross-category appeal. Hot Wheels continues to demonstrate the reach of an established brand, with its collectible appeal extending beyond traditional play. The latest Formula 1 vehicles combine motorsport with Hot Wheels’ die cast offering, bringing authentic teams and liveries to collectors and fans. The range enables retailers to tap into the continued crossover between sport, entertainment and collectibles. Meanwhile, Hasbro Fan brings major entertainment franchises into collector-focused formats. From Marvel and Star Wars to Transformers, detailed figures, character designs and display-ready packaging give the products strong shelf presence and collector appeal. With established fanbases and a pipeline of new content, the ranges offer opportunities to attract new customers while encouraging repeat purchases. Across the portfolio, A.B.Gee brings together major licences, recognisable brands, multiple price points and products designed to be collected. Whether retailers are looking to create a dedicated Kidult destination, strengthen an existing collectibles range, add impulse lines or introduce new licences, the portfolio offers a broad selection across the growing adult collector market.
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Iconic Cards www.iconiccards.ie laurence@iconiccards.ie Iconic Cards is bringing the craft and character of Wallace & Gromit to adult fans and collectors. Planned for November 2026, the officially licensed collection celebrates Aardman’s 50th anniversary, combining familiar characters and iconic film moments with voice actor autographs, hand-drawn Nick Park sketch cards and authentic clay supplied by Aardman. Limited to 4,000 boxes, the collection gives fans a closer connection to the stories and people behind them. Each box contains two premium chase cards in protective magnetic holders, alongside four foil packs containing four cards each. A guaranteed on-card autograph, serial-numbered parallel cards and other rare chase cards give both newcomers and experienced collectors plenty to look forward to. One of the collection’s most distinctive features is its clay relic cards, containing authentic clay supplied by Aardman and offering fans a tangible connection to the materials at the heart of stop-motion filmmaking. The four designs feature Feathers McGraw, Shaun the Sheep, Wallace and Gromit, with variants numbered to 99 and one-of-one editions adding further collectability. The collection also includes rare sketch cards hand-drawn by Wallace & Gromit creator Nick Park, as well as individual and dual autographed voice actor cards, including variants numbered to 99 and one-of-one editions. Lenticular scene cards bring familiar moments to life, while silver holographic and gold parallel cards provide additional chase cards for collectors to discover. A further highlight is a series of 10 individually serial-numbered Royal Mint coin cards, each incorporating an Aardman 50th Anniversary Silver Proof 50p coin. Together, the different formats celebrate the artistry of animation through original signatures, sketches and relic material. Wallace & Gromit’s humour and enduring characters make the collection relevant to established trading card collectors as well as fans discovering the format for the first time. Protective magnetic holders make the premium cards easy to display, while the November release provides a gifting option for adult fans. Opening packs, discovering rare cards and sharing their best pulls brings collectors together, creating opportunities to connect, trade and build their collections. Launch marketing includes dedicated social media advertising, email activity, a collector waitlist and a growing online community. Bespoke stop-motion content featuring the box and cards will be supported by product photography and video showcasing the collection’s features.
Epoch Making Toys 02080 491 377 | sales@epochmakingtoys.com Sylvanian Families has seen a significant rise in popularity among kidults over the past couple of years, and Epoch continues to develop and deliver products appealing to older audiences, including collectibles, blind bags, keyrings and limited-edition sets. The brand’s new collectible blind bag series for autumn, Colourful Bunny Costume Babies, features five rabbit babies to collect, each dressed in a colourful, polka dot bunny costume. These will be followed in spring by the launch of the Baby Enchantment Series. Part of the new Little Tales Collection, the range features eight babies to collect, including a secret character, each dressed in a mystical outfit and either mixing a potion or practising their craft. Forming part of the special-edition 40th anniversary range, the Cottontail Rabbit Family Celebration Set includes seven figures in outfits inspired by Sylvanian Village. The mother’s skirt even features a map of Sylvania. Part of the core range, the new Classic Car also offers display appeal. Seating up to 10 members of the Biscuit Bear family, the internal layout of the seats can be changed and its headlights can be turned on and off, with no batteries required. It also includes a suitcase and picnic accessories. Families also prove popular with Kidult collectors, and the latest to join the Sylvanian Families line-up is the Hamster Family. Voted for by fans in Japan, who were asked which family they would like to see next, the characters feature sunflower-themed outfits, while the triplets have chubby cheeks and sunflower seeds. New for January 2027 will be the first-ever Flying Squirrel Family. Epoch has also recently debuted its first range of premium puzzles, featuring scenes and characters from popular Kidult licences including Naruto Shippuden, Demon Slayer, One Piece, Stranger Things and Sylvanian Families. Available in a variety of sizes, including collectible Mystery Mini Puzzles, the range features elements ranging from super-small pieces that provide an extra challenge for older audiences to decorative accessories that allow a 3D puzzle to be created. Every puzzle also includes a special sealant, enabling the finished artwork to be preserved and displayed once complete. In addition, Epoch Games offers a collection of games based on the popular anime licence Naruto Shippuden. The Battle Game Heroes series allows fans to recreate and display battle scenes from the show while collecting highly detailed character figures.
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Step into a world of pop culture favourites, where nostalgia meets the latest must have collectibles. From Funko and Loungefly to TUBBZ, World’s Smallest, Hot Wheels F1 and Hasbro Fan, our range brings together some of the biggest names in fandom. Whether it’s a character you’ve loved for years, a limited edition piece to add to the collection, or the next must have display piece, there’s something here for every type of fan. With proven licences, eye catching formats and plenty of shelf appeal, these are collectibles designed to turn passion into purchase.
Discover the brands fans love. Collect the moments that matter.
01773 570444 ■ sales@abgee.co.uk www.abgee.co.uk
0+ 200 s line le lab avai
Kidult
Khadou www.khadou.com | sales@khadou.com
Khadou continues to see impressive growth as demand for character collectibles accelerates. With recent launches exceeding expectations, the company is anticipating a strong festive period, with further launches planned throughout Q4 and 2027. Earlier this year, Khadou introduced CultureFly’s Dandy’s World range to the UK, with fans of the popular Roblox game snapping up plush and figures featuring its iconic characters. Dandy’s World enjoyed a record-breaking October, propelling it back into Roblox’s top 10. A recent update drove a tenfold increase in daily players, with 25m visits recorded the following day. Retail demand has been equally impressive, with products struggling to stay in stock. Khadou is introducing new lines across UK and EU retailers throughout Q4 and 2027, including blind-box figures unveiled at New York Comic Con. The developers have also outlined plans for the game and wider brand, following the success of the American Dream Mall pop-up shop, which attracted large queues of fans during its October opening. Minecraft has also been a standout performer, with JustToys’ SquishMe and Jelly Cubes ranges enjoying strong retail success. As sensory squish toys surged in popularity, Khadou was already well positioned with established ranges, while Jelly Cubes arrived at the right moment to capitalise on demand. With another Minecraft movie approaching and a product pipeline for 2027, momentum looks set to continue. Meanwhile, Khadou’s latest launch, Cl!cky Caps, has exceeded retailer expectations. These novelty keycap keychains feature 3D character designs that fans can click and fidget with on the go or attach to keyboards to personalise their gaming setups. Launching with licences including Hello Kitty & Friends, South Park, Molang and SpongeBob, Cl!cky Caps achieved strong sales within its first two weeks, selling out in stores and prompting fans to seek out missing characters. Khadou has received a surge of consumer enquiries about availability and upcoming releases. The company plans to introduce new licences and additional formats throughout 2027, expanding the range’s appeal and collectability. With collectibles remaining a key growth area, demand for contemporary and nostalgic characters continues to create opportunities. Khadou is looking to build on this momentum with new licences, innovative formats and further releases in 2027. Retailers can visit the company during previews and toy fairs to discover its upcoming ranges.
Fizz Creations 01903 327 006 | sales@fizzcreations.com For kidults, a great game can bring back much more than a high score. It can recall afternoons at the arcade, a favourite childhood Christmas or the determination to beat just one more level. Fizz Creations taps into those connections with a growing digital games portfolio spanning arcade classics, familiar family games and character favourites. Across licences including Tetris and Pac-Man, Fizz brings iconic gameplay into formats ranging from keyring arcades and watches to colour handhelds and HDMI Plug & Play games. This variety gives retailers several ways into the Kidult category, from compact gifts and impulse purchases to games that bring retro entertainment to the television. The appeal goes beyond recognition. These are playable products that invite consumers to revisit favourite games, chase high scores and share the experience with another generation. Distinctive formats and nostalgic design also give fans something they can enjoy owning and displaying, combining practical entertainment with the emotional pull of a familiar brand. Building on that arcade foundation, Fizz’s new Hasbro Classic LCD Keyring Arcade range launches in 2027, bringing household names including Monopoly, Connect 4, Yahtzee, Operation and Battleship into compact digital form. The range connects two powerful sources of nostalgia: much-loved family games and the LCD handheld gaming experience. For retailers, it opens the conversation beyond dedicated retro gamers to shoppers who grew up with these titles around the family table. Character gaming adds another dimension. The Grinch Colour Handheld, recognised in The Toy Insider’s Top Holiday Toys for 2026, combines seasonal gifting appeal with characterled gameplay. Hello Kitty and Fuggler games, launching in Q1 2027, broaden the portfolio further, connecting with different fandoms and giving retailers fresh opportunities beyond the Christmas period. Fuggler’s mischievous personality is particularly suited to playful digital experiences. Its Gaming Watch features a snake-style game in which players collect rotten eggs and avoid a fart cloud: an unmistakably Fuggler twist that gives fans another way to engage with the brand. Together, these ranges demonstrate how character gaming can offer both the pleasure of owning a favourite licence and a reason to keep playing. For retailers, the commercial opportunity lies in that crossover between gaming, gifting and fandom. A shopper might buy for their own collection, choose a nostalgic present for a friend or discover a character game alongside other licensed merchandise. The breadth of brands and formats supports merchandising across toy, gifting and entertainment departments, with opportunities for repeat purchases as consumers discover additional titles. Fizz supports the range with an inhouse photography studio, product imagery and bespoke copywriting for retailer listings and online presentation. Targeted influencer activity helps demonstrate the games in action and introduce them to relevant communities. With recognisable licences, engaging gameplay and new launches extending the portfolio, Fizz gives retailers a growing range built around a simple truth: the enjoyment of play does not end with childhood.
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Konami Digital Entertainment BV 01753 271 737 | www.yugioh-card.com Team Yugi or Team Kaiba? It’s a rivalry that has stood the test of time, and this December, Duelists can pick a side and duel with more of Yugi and Kaiba’s classic cards. Duelists can develop new strategies for the modern era of Dueling with Structure Deck: Yugi Muto and Structure Deck: Seto Kaiba. Structure Deck: Yugi Muto reimagines the Magnet Warriors as new Electromagnet Warriors that attract each other from the hand, Deck and Graveyard, and combine into the mighty Berserkion the Electromagna Warrior. Duelists can play these new cards independently. However, using them with the original Valkyrion the Magna Warrior, also included in this Structure Deck, allows them to Summon the new Imperion Magnum the Superconductive Battlebot. Imperion Magnum the Superconductive Battlebot clocks in at 4000 ATK and can negate an opponent’s Spell Card, Trap Card or monster effect Structure Deck: Seto Kaiba revamps the original XYZ-Dragon Cannon Union strategy and introduces three new combining mechanised Union monsters: A-Assault Core, B-Buster Drake and C-Crush Wyvern. These new monsters have improved Union abilities and extra effects that help Duelists assemble all three on the field. Assembling all three allows Duelists to combine them and form ABC-Dragon Buster, a mechanised war machine that can banish any card on the field during either Duelist’s turn. Each Structure Deck contains 40 common cards, three Super Rare cards and two Ultra Rare cards, making 45 cards per Deck. There are eight Decks per Display Box and 12 Display Boxes per Case.
KTL 01395 234 600 | www.ktlglobal.com | enquiries@ktlglobal.com The Kidult market shows no signs of slowing down, with more adults than ever embracing their love of collecting, favourite characters and nostalgic products. Social media has played a huge part in driving demand, helping fans discover the latest launches, share their collections and connect with others who share the same interests. For retailers, this presents an opportunity. Adult consumers often have more disposable income to spend on their hobbies, and their passion for particular characters, licences and collectibles can translate into repeat purchases and a real appetite for new releases. There’s no single reason why Kidults buy. For some, it’s the nostalgia of revisiting a much-loved character or music trend. For others, it’s the excitement of discovering a rare collectable or finding an accessory that lets them show off their fandom. Sensory products also have their place, offering a simple way to unwind and enjoy a moment of escapism. KTL’s portfolio reflects this variety, with products that appeal to different interests while giving retailers plenty of opportunities to tap into the trend. Rokimoto’s Chase Cases combine licensed vinyl figures with on-trend fashion accessories, giving fans a way to showcase their favourite characters. Blending personal style with collectability, they appeal to consumers who want to take their fandom beyond the display shelf, with desirable licences encouraging further purchases. Nostalgia is another major driver of Kidult spending. PMI’s Blockbuster Capsules tap into the appeal of familiar favourites through a collectable format, while Zuru’s Mini Brands Really Works Vinyl Player brings music-inspired nostalgia to life. Featuring a miniature record player that really plays music, alongside mini vinyl records to collect and play, it combines interactive fun with the excitement of building a collection. KTL’s own Kawaii Bake Soft Squish range offers something different, combining cute designs with a satisfying, tactile feel. Appealing to consumers seeking sensory enjoyment and a moment of stress relief, the range also offers accessible gifting and mpulse-purchase opportunities. For fans who want to take their favourite stories beyond the page, the Dungeon Crawler Carl figure range from Playmates brings the popular book series into the world of collectable merchandise, giving dedicated readers another way to connect with the characters they love. From fashion accessories and nostalgia-led products to sensory toys and fandom collectibles, KTL’s portfolio offers retailers multiple ways to appeal to the Kidult audience. Collectable formats, desirable licences and fresh releases can help keep shoppers engaged, encourage repeat visits and inspire them to expand their collections. With new additions planned for 2027, KTL is ready to help retailers make the most of this evolving market.
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PMI www.pmitoys.com | sales@pmitoys.com
The continued growth of collectibles, character-led products and nostalgia-driven purchasing is creating opportunities across multiple consumer groups, from children and families to adult fans and collectors. KouKou has been developed with these trends at its core, bringing together some of DreamWorks’ most recognised franchises in a contemporary collection with broad, multigenerational appeal. The range features characters from iconic DreamWorks properties including Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon. These franchises have remained relevant across generations, while upcoming entertainment provides further momentum. The new Shrek movie and How to Train Your Dragon 2 are scheduled for release in 2027, bringing renewed attention to two of DreamWorks’ most established franchises. This breadth is particularly important to KouKou’s appeal. Adult consumers have strong nostalgic connections with characters they grew up with, while younger audiences continue to discover these franchises through new films, content and wider pop culture. From Shrek and Donkey to Po, Toothless and the characters of Madagascar, KouKou brings familiar favourites into a distinctive new design world, combining established character recognition with a fresh collectable proposition. KouKou’s strength lies in its unexpected interpretation of these familiar characters. The collection spans plush, collectable figures and distinctive Bao Bao Heads featuring playful spaghetti-inspired details. The concept is further brought to life through food takeaway-style packaging, making the presentation an important part of the product experience. This trendy packaging has become increasingly prominent across collectibles, gifting and adult-focused nostalgia, with consumers responding to products that reinterpret familiar food formats in unexpected and highly visual ways. KouKou taps naturally into this trend, using its takeaway-inspired presentation to create a contemporary aesthetic that is playful, recognisable and particularly suited to social sharing and unboxing. This approach also provides an important point of difference in retail. The combination of familiar DreamWorks characters, food-inspired styling and distinctive packaging creates immediate shelf impact. From a commercial perspective, the variety of formats enables retailers to offer the range across different price points, supporting both impulse purchasing and higher-value gifting. The collectable element encourages repeat purchases, while the breadth of DreamWorks properties provides multiple entry points for consumers. KouKou can sit naturally within Kidult, collectibles, gifting and pop culture areas, while its cohesive visual identity also lends itself to dedicated displays. By combining established DreamWorks franchises with contemporary food-inspired design, collectability and highly distinctive packaging, KouKou offers retailers a timely proposition designed to stand out in the rapidly developing Kidult market.
LA Brands 0750 870 3485 | www.cryptickillers.com Cryptic Killers started with a simple idea: to let people become the detective and solve a murder from the comfort of their own home. With no complicated rulebook, minimum number of players or need to spend the evening staring at a screen, each game presents players with a case file packed with evidence and a mystery waiting to be solved. Designed for ages 14+, each game puts players in charge of an unsolved murder investigation. Inside are around 30 pieces of physical evidence, including police reports, suspect statements, photographs, maps and forensic documents. Players work through the evidence, eliminate suspects and piece together what really happened, while online elements such as emails, audio recordings and CCTV footage add another layer to the investigation and help bring each story to life. There are now 14 standalone Cryptic Killers cases, including Murder of a Millionaire, Murder in Miami, Murder at Merivale Manor and Murder on Mount Mortimer, with a new case, Murder in Manhattan, launching in Q4. Each has its own setting, characters and level of difficulty, meaning that once players have cracked one case, there is always another investigation waiting. One of the strengths of the range, particularly in the current climate, is the value of the experience itself. With consumers continuing to think carefully about discretionary spending, a night out can quickly become expensive. Cryptic Killers offers around three hours of shared entertainment and, whether played as a couple or with a group of friends, creates a social night in without many of the costs associated with going out. For parents in particular, there is no restaurant bill, taxi home or need to arrange a babysitter. Adding food and drinks can turn the experience into an evening that still feels like an occasion but can be enjoyed entirely at home. That stay-at-home appeal has become an important part of the Kidult proposition. Consumers are not simply buying a game to put on a shelf, but an experience they can enjoy together. Whether it is a date night after the children are in bed, a dinner party with friends, a weekend away or a birthday gathering, the format is flexible enough to fit around different occasions. Licensing is now opening up another chapter for the brand. The officially licensed Peaky Blinders murder mystery brings the world of the series into the Cryptic Killers format and was recognised as a Hero Product at London Toy Fair 2026. Further licences launching in 2027 will demonstrate the diversity of Cryptic Killers when it comes to narrative, audience and setting. With the right creative approach and blueprint, the murder mystery format can be adapted to very different worlds, giving Cryptic Killers scope to move into new genres and fandoms while retaining the core experience customers recognise. There are also plans to diversify the wider range as the brand grows across different areas of retail. Cryptic Killers is looking to work more closely with retail partners to understand their customers and develop products suited to different demographics, price points and occasions. This approach also extends to merchandising. Retailers can be supported with countertop displays, FSDUs and larger branded installations, providing flexibility to create a Cryptic Killers offer around the space available. For Kidult retailers, the combination of gifting credentials, repeat-purchase potential and a genuinely social and affordable form of entertainment gives Cryptic Killers scope to continue evolving through new stories, licences and audiences.
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E: sales@fizzcreations.com | T: +44 1903 327006
©2026 Hasbro. All Rights Reserved.
Kidult
Lego 01753 495 000 | www.lego.com The Lego Group continues to give adult builders new ways to reconnect with the passions they love. The latest portfolio demonstrates the breadth of Kidults, with products spanning different interests, price points and build experiences, each designed to become a display piece long after the final brick is placed. For architecture and travel enthusiasts, the new Lego Architecture Tower Bridge brings one of London’s most recognisable landmarks to life in 3,745 pieces. Designed for adults, the detailed model features raising central bascules, microscale vehicles, the River Thames and a blue suspension walkway, resulting in an impressive 89cm-wide display piece. Fandom provides another powerful route into the category. The Lego Marvel S.H.I.E.L.D. Helicarrier recreates the iconic vehicle from Marvel Studios’ The Avengers in a 3,057-piece model designed specifically for adult enthusiasts. The set combines a detailed display model with recognisable movie moments and six minifigures, including Captain America, Nick Fury, Hawkeye and Winter Soldier. Features spanning runways, engines, a control tower, aircraft and interior rooms give Marvel fans plenty to discover throughout the build. Nostalgia is also front and centre with the Lego Sega Mega Drive Console. An ode to old-school gaming, the set recreates Sega’s original console design and can be customised as either the Sega Mega Drive, released in Japan in 1988, or the Sega Genesis, released in North America in 1989. Meanwhile, the Lego Icons Jaguar E-Type celebrates a legend of British automotive design. The 1,673-piece model recreates the landmark 77 RW E-Type with a classic green body, wire-style rims and the car’s distinctive curves. Functional details including an opening bonnet revealing the inline-six engine, opening doors, working steering and a fold-back textile roof. Together, the four sets demonstrate the breadth of today’s Kidult consumer. From accessible gifting options through to premium builds, retailers can engage shoppers through established passions including gaming, entertainment, travel and automotive culture.
Funko
Just Play
www.funkoeurope.com newtradeenquiries.emea@funko.com
www.justplayproducts.com uksales@justplayproducts.com
Funko continues to strengthen its position in the growing Kidult collectibles market, introducing new product lines and licences that reflect evolving collector demand and pop culture trends. Kidults are increasingly embracing their passions through collectibles that celebrate the franchises they love. Funko’s Pop! Vinyl figures are positioned to serve this growing demographic, offering an accessible entry point into collecting. Funko Pop! has become a popular collectable for fans of pop culture, nostalgia and fandom. The brand continues to tap into engaged fan communities, with major licences including Marvel’s upcoming Avengers: Doomsday and A Court of Thorns and Roses (ACOTAR), bringing popular characters and worlds to life in the Pop! format. For fantasy fans, the A Court of Thorns and Roses Pop! collection offers an opportunity to connect with the established ACOTAR fandom. Available for pre-order this month, the collection brings some of Prythian’s most recognisable characters to life in Pop! form. Marvel remains a key part of Funko’s offering, with Avengers: Doomsday set to introduce a new wave of Pop! collectibles. The range features heroes and villains including Pop! Thor, Pop! Cyclops, Pop! Yelena Belova, Pop! Mister Fantastic, Pop! Magneto and Pop! Doctor Doom. The collection also extends into Mystery Minis and Bitty Pop! formats, giving collectors multiple ways to engage with the Marvel release. With the return of fan-favourite characters alongside new combinations of Marvel heroes and villains, Avengers: Doomsday is expected to be an important launch for Marvel collectors and the wider Kidult market. Collecting is also increasingly driven by the thrill of discovery, with Funko tapping into this demand through its latest Pop! Mystery ranges. The Pop! Mystery Horror collection combines blindbox collecting with familiar horror characters, creating a surprise-led experience with repeat-purchase potential. With horror continuing to appeal to older fans and collectors, the range offers retailers an opportunity to tap into the crossover between fandom and nostalgia.
There’s plenty for collectors to enjoy in the brand-new drop of Happy Haul, Just Play’s trend-led blind box collectibles brand, with new limited-release series featuring licences from Disney Tim Burton’s The Nightmare Before Christmas to the nostalgic Care Bears. Happy Haul blends pop-culture characters with mystery collectibles and all series are offered in limited drops designed to spur on the chase, while celebrating the fun of unboxing. Collectors can find more ways to display their fandoms with scene setters, which place beloved characters from popular brands at the centre of different scenes. There are seven scenes in the Disney Tim Burton’s The Nightmare Before Christmas Spooky Scenes range, including Jack Skellington in the pumpkin patch, Sally holding her pet and the rare Jack Skellington with his dog Zero. Honeycomb-shaped diorama scenes in the Disney Winnie the Pooh Honeycomb Homes Scene Setters series show Disney’s Winnie the Pooh and friends enjoying everyday moments. Two further Happy Haul ranges in the drop embrace the wearables trend with vinyl-face plush on keychains. Dr. Seuss The Grinch Grouchy Greetings features The Grinch in five different poses, including the rare Grinch in a Christmas tree, while Care Bears Sparkle with Care features expressive bears with high-gloss eyes and bejewelled belly badges. For Kidult collectors, new lines from Tiny Nightmares will also hold plenty of appeal. The soft but sinister 10-inch Large Plush Dolls of Chucky (Child’s Play 2) and Tiffany (Bride of Chucky) reimagine these horror film icons as eerily cuddly collectibles. Cute meets creepy with Tiny Nightmares Fright Face Vinyl Plush Blind Collectibles, creepy plush toys with soft, huggable bodies and stylised vinyl faces. There are six to collect – Chucky, Tiffany, Sam, Krampus, a Mogwai and the rare Werewolf clip-on toy.
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Rainbow Designs 01329 223 700 | www.rainbowdesigns.co.uk Tapping into the love of self-expression and all things cute, Pembe the Pink Cat is an international viral sensation with plenty of personality. Inspired by positivity, emotion and individuality, the range includes six 15cm plush toys, six plush keychains and two super-soft 23cm cuddly characters. Each design features its own adorable expression and affirmation, including ‘Be You’, ‘I Miss U’ and ‘Hug!’, making Pembe a lovely way to share a little happiness, express a mood or add a touch of cuteness to a bag, desk or bedroom. Nostalgia also has a special place in the Kidult world, and few characters are as instantly recognisable as Paddington Bear. Rainbow Designs’ best-selling Classic Paddington Collection celebrates the enduring appeal of the nation’s favourite bear, with designs ranging from the Cuddly Paddington and Paddington in a Union Jack Gift Bag to the Traditional Collector Paddington and Classic Paddington with Boots and Suitcase. Mr Men Little Miss continues to charm fans across generations. Rainbow Designs’ colourful collection brings together familiar favourites including Mr Tickle, Mr Happy, Mr Bump and Mr Strong, alongside Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox. From soft toys and plush keychains to oversized cuddly cushions, these much-loved personalities offer plenty of ways to enjoy favourite characters, whether displayed proudly at home, brightening up a workspace or kept close for a comforting cuddle. From contemporary characters full of personality to timeless favourites that bring back treasured memories, Rainbow Designs celebrates the joy of soft toys at every age. After all, a little nostalgia, a familiar face and a lovely cuddle are pleasures that never grow old.
Simba Smoby
Asmodee
01620 674 778 | sales@simbasmoby.com
01420 593 593 | www.asmodee.co.uk
Movie-accurate remote-control vehicles from Jada Toys bring the Star Wars universe to life, with new additions to the range planned for spring. Jada’s remote control toys bring characters from the big screen into realworld battles, with detailed features and movement true to the movies, while also making additions to fans’ collections. Star of the show is the Walking Imperial Remnant AT-AT Remote Control, which is equipped with a fully actuated four-leg walking mechanism and mimics the iconic march from the movies, complete with sound effects for added realism. The 2.4GHz controller allows for smooth forward movement and swivel turning for battlefield control, while the head features moving parts, articulated LED laser cannons and built-in sound effects that recreate battle sequences. The side panels open to reveal a detailed interior, enhanced with light-up elements and sculpted movie-accurate designs. Inspired by the adventures seen in The Mandalorian and Grogu, the Remote-Control AT-RT Imperial Remnant Walker walks, runs and turns while blasting laser cannon sounds and movie-accurate audio. LED lights enhance the action, while the built-in Mandalorian figure holding Grogu adds the finishing touch for display or roleplay. For more information about the full brand portfolio, which benefits from full marketing support get in touch.
With Asmodee's Kidult range, there's something for every kind of winter gathering, from grab-and-go titles to immersive board games, right through to the first taste of the TCG craze. For pocket-sized play, Catan On the Road from Catan Studios brings the board game into a card game format. With 120 cards in the deck, the game is built for three to four players, who gather resources by drawing cards, build from a shared set of development options, and negotiate trades with the bank or with each other. Small enough to slip into a bag or Christmas stocking, it's the ideal compact companion. For Lego fans, the brand-new Lego Ninjago Destiny's Bounty Adventures from Dotted Games brings brick-building and cooperative strategy to two to four players aged 8+. The product includes an exclusive Nya Lego minifigure, unique to Lego Ninjago Destiny's Bounty Adventures. The game has already been backed by a full marketing push since launching in July, including a PR event featuring influencer partnerships and digital media activity. Rounding out the Kidult offering is the brand-new Star Wars Unlimited: Icons 2027 Starter Set, from Fantasy Flight Games, a perfect entry point for those curious about the world of TCGs and fans of Star Wars alike. Launching on 20th November, the starter set features two pre-built 30-card decks led by iconic characters including Darth Vader and Leia Organa, complete with guided play instructions to help two players learn the game together. Backed by digital marketing activity throughout November, as well as an event, influencer collaborations and in-store activity, this release is the ideal gateway into the galaxy and the world of TCGs for fans old and new.
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Jakks Pacific www.jakks.com Jakks Pacific continues to be the manufacturer of choice for many of the biggest Kidult licensors in the industry. With action figures at the heart of its business and scales to suit every fan, Jakks Pacific’s detailed product ranges bring iconic gaming characters to life. 2026 marked 10 years of the Jakks Pacific Nintendo range, encompassing some of Nintendo’s biggest gaming properties. Donkey Kong and Metroid both celebrated their 40th anniversaries in 2026, with Jakks Pacific offering articulated 2.5-inch and 4-inch figures alongside collector-grade display pieces, including Ultraviolet Glow Metroid and 6-inch Donkey Kong. Super Mario remains an evergreen range, with action figures now featuring characters from Super Mario Bros. Wonder, one of the fastest-selling Super Mario games in history. Wonder Bowser Jr. and Bubble Mario join the 2.5-inch and 4-inch figure ranges, while the 20inch Big Fig Mario makes a statement in any collection. Jakks Pacific continues its partnership with Sega into 2027, following Sonic the Hedgehog’s 35th anniversary in 2026. Its collector range features premium packaging and detailed figures with customisable features. Modern Metal Sonic, Shadow and Knuckles come in five-panel packaging with graphic artwork and accessories. The Feature Metal Knuckles vs 2.5-inch Knuckles Set includes a large-scale Knuckles figure with 18 points of articulation, light-up eyes and projectile claws, alongside the original 2.5-inch character figure. The Simpsons has entertained fans for 37 years, and Jakks Pacific brings its characters and humour to life through a collectable range. The 5-inch Collector figures feature character-specific packaging, bespoke artwork and a doughnut ‘Collector’ stamp. Figure multipacks bring Springfield’s community together, including a family multipack and characters from The Krusty the Clown Show. Moe’s Prank Phone plays iconic phrases from the series and allows fans to make prank calls to Moe’s Tavern, while also serving as a display piece for Simpsons enthusiasts. As part of its collectibles and Kidult strategy, Jakks Pacific is preparing to expand further in 2027, with the first ranges from its new anime division arriving in late spring.
House of L www.houseofltoys.com sales@houseofltoys.com Following Oomi’s success in 2026, Holt is expanding with a trendled collectable range for autumn/winter 2027, featuring new formats, metallic finishes, scents and play patterns that go beyond the squish. An Oomi advent calendar will also launch for autumn/winter 2027, bringing the brand into the festive countdown and giving retailers an additional seasonal gifting opportunity. Combining satisfying sensory play with characters that appeal to children and Kidults alike, the range spans two trend-led collections. Sweet Treats features six designs to collect: Cake Slice, Swirl Roll Cake, Ice Cream, Frosted Donut, Lolly Ice and Splat. Hand-painted details, glittering finishes and colour swirls give each design its own identity, while the satisfying squishy feel invites repeat play. The Fusion collection features Onigiri, Dumpling, Dim Sum and Sushi characters. Jelly-clear finishes, sparkling details and smiling faces turn familiar shapes into collectable characters that fans can choose, display and share. The retail offer spans a range of formats and price points. Windowed single boxes allow shoppers to see and select their favourite design, while the Mystery Squishy blind box adds an unboxing experience, with one of six Sweet Treats styles hidden inside. Four-packs across both collections provide gifting options, while three-pack trays of donuts, cakes and ice lollies offer themed sets. The Fusion collection three-pack comes in a clear takeaway-style tray, bringing the characters together in packaging that echoes a café-counter display. Holographic logos, rainbow drip graphics and galaxy-black backgrounds create a distinctive brand identity and strong shelf presence. A dedicated floor-standing display unit brings both collections together, giving retailers a ready-made merchandising solution. From everyday treats and self-gifting to birthdays and Christmas stocking fillers, Oomi supports multiple purchase occasions. The collectable structure encourages repeat visits as fans build their collections, while varied characters and pack formats support individual purchases and gifting. Oomi is suitable for ages 5+. With Kidult and collectable play driving demand, Holt has developed Oomi to appeal to consumers of different ages, combining satisfying sensory play with a distinctive brand identity designed to encourage repeat purchases and continued engagement. The autumn/winter 2027 expansion builds on this foundation, giving fans new experiences and retailers more ways to range Oomi.
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Kidult
One For Fun www.oneforfun.com | sales@oneforfun.com
One For Fun is the exclusive distributor for Maisto and Bburago, a relationship that enables it to meet diecast and R/C needs with exclusive access to Formula One, with the exception of Haas. The appeal for retailers is access to F1 vehicles as they become available for licence. Each is approved by the individual team, resulting in accurate replicas with appeal for collectors of all ages. This year, Maisto is introducing Maisto & Bburago – McLaren Racing x Sonic. Maisto and Bburago will bring the partnership to life through an assortment of collectible McLaren x Sonic branded die cast and remote-control replica vehicles. From the racetrack to the gaming console, both brands celebrate speed and design, appealing to a new generation as well as longtime fans. The Sonic and McLaren partnership also marks a reunion more than 30 years in the making. At the 1993 European Grand Prix, known as the Sonic Grand Prix, McLaren F1 driver Ayrton Senna was awarded a Sonic the Hedgehog trophy on the podium, providing a heritage connection with appeal across generations. The new range will be introduced in 2027 and will be available in 1:64, 1:43 and 1:24 scales, all with Sonic as the driver. Famous for fidgets, HGL is introducing new colourways across the Fidgix range, a premium collection of metal fidgets aimed at the Kidult market. The range includes a Spinning Cube, Spinning Sphere, Gear Spinner and the original Wheel Spinner, all designed for use at a desk or on the go. The Fidgix Magnetic Tower has also proved popular, featuring a stack of colourful magnetic discs that can be built up or toppled. The discs have a distinctive tactile, bumpy surface while remaining lightweight and portable. For Q1, the Magnetic Tower will also be available in neutral colourways, extending the appeal of the range further.
Canal Toys 01904 379 123 | www.canaltoys.co.uk sales@canaltoys.uk Retro styling, playful gadgets and the freedom to create gives Canal Toys a fresh angle on creative technology. As part of its wider spring/summer 2027 offering, the company’s Studio Creator Podcast & Vlogging Kit Pro and Photo Creator Mini Cam Digital Flip Camera combine practical features with opportunities for self-expression. The two products tap into different ways for users to enjoy making content. The camera brings retro personality to capturing everyday moments, while the recording kit helps aspiring creators put their ideas on camera. For retailers, the appeal extends beyond functionality to the look and experience of using each product. The Photo Creator Mini Cam Digital Flip Camera takes familiar digital camera features and puts them into a miniature format. A 180-degree rotating screen helps users frame photos, videos and selfies, while colour filters and photo frames provide ways to personalise their images. The keychain attachment adds to its appeal as a portable accessory. Its small scale and flip screen offer a tactile experience, inviting users to explore different angles and capture moments with friends. Built-in memory, a USB-C cable and an instruction manual complete the package, with four styles planned for the assortment. The Studio Creator Podcast & Vlogging Kit Pro gives aspiring content creators a portable set-up for bringing their ideas to life. The kit includes an extendable tripod with phone holder, a clip-on microphone and a clip-on LED light. Used with a smartphone, it provides accessories for recording videos and podcasts, from hobby demonstrations to conversations with friends. Portability is central to its appeal. Content creators can take the set-up wherever inspiration strikes, choosing a backdrop that suits their ideas. The tripod folds into a grip, allowing users to switch between recording from a fixed position and holding their phone while filming.
Randimals www.randimals.com | hello@ejellisjones.co.uk Randimals is the US-based plush toy brand that is making its way over to the UK with the help of UK market expansion specialist EJEllisJones & Partners (EJP). Randimals is a toy brand built on one simple idea: every character is made from two different animals, from a Zangaroo and Hamlion to a Porkypine and more. The concept began with a dog. Founder and Designer Nick Harman was inspired by his Basset-Labrador cross, Oliver, to create a family of mixed-up creatures with a message that runs through everything the brand does: what makes everyone different, makes all the difference in the world. As such, each Randimal blends the personalities, instincts and skills of two species, while inviting children to see their own quirks as strengths. That message is what sets Randimals apart on a crowded toy shelf. Alongside the plush toys, minis and collectible figurines, the brand has published children’s books, encourages children to design creatures of their own and celebrates fan-made Fan-dimals online. In the US, Randimals has received several awards, Amazon has featured the brand as one of its smallbusiness success stories and a single social post about its message was viewed over 28m times in two weeks. From its base in Ketchum, Idaho, Randimals has built a devoted following coast to coast. Randimals is already available to UK families through Amazon, but awareness remains relatively low. EJP is now acting as the brand’s UK agent. With 30 years of industry experience and a trusted network of UK and European retail partners, EJP works as an extension of the brands it represents, covering everything from market entry planning and retail introductions to sales, distribution and brand development. EJP already has a strong track record of helping US brands find a home in British hearts, recently introducing premium soft toy brand Mon Ami to all 35 John Lewis stores. Now, it is turning its attention to securing Randimals a permanent place on UK shelves.
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MGA Entertainment 07488 335 251 | www.mgae.com
MGA Entertainment continues to develop innovative products aimed at the growing Kidult audience, combining collectability, nostalgia and recognisable entertainment properties. Since launching in 2016, L.O.L. Surprise! has attracted fans of all ages with its collectable dolls hidden inside the now familiar mystery ball, an experience that has helped define the appeal of surprise unboxing. A decade later, the brand continues to grow in popularity, with its fan base growing alongside it. As part of its latest launch, L.O.L. Surprise! Music Festival introduced new characters this year, with official dolls inspired by music and pop culture stars Jennie and Rosalía. Continuing the music theme, the brand has revealed L.O.L. Surprise! O.M.G. Music Festival featuring Tyla, a fashion doll accompanied by collectable posters inspired by the South African singer. Known for her distinctive style and dance performances, Tyla is represented through a fashion-forward look inspired by an outfit she has worn, complete with a collectable Tyla poster. Building on the brand’s licensing partnership, L.O.L. Surprise! Loves Hello Kitty and Friends Bigger Surprise is a key addition to the L.O.L. Surprise! Loves Hello Kitty and Friends collection. The large case contains more than 55 surprises, offering a multi-step unboxing experience for fans and collectors. Each layer is themed around a Hello Kitty and Friends character, with different ways to reveal the surprises inside. As the Kidult market continues to embrace nostalgia-led collectibles, MGA’s Miniverse is expanding its offering with Real TV, a fully functional miniature television that plays 30-second clips from films and television shows. Combining retro-inspired styling with interactive play, the Real TV set includes the miniature television, one exclusive playable video tape, a TV stand and a display case. Fans can expand their collections with MGA’s Miniverse Real TV videos, sold separately. Each mystery capsule contains three collectable mini video tapes and a mini keychain, featuring television shows and films from NBCUniversal, including Back to the Future, Shrek, Kung Fu Panda, The Office and Saved by the Bell, with more than 30 to collect. MGA’s Miniverse Real TV taps into growing demand among Kidults for collectibles that combine childhood nostalgia with miniature displays. Bringing together pop culture, surprise unboxing and video playback, the range is designed to appeal to adult collectors and entertainment fans.
Eolo
Clementoni
+34 985 090 130 | www.eolo.com | sales@eolohk.com
02032 061 397 | www.clementoni.com clemuk@clementoni.com
The Kidult market has moved well beyond being a trend or niche within the toy industry, with retailers, manufacturers and licensors recognising the growing opportunity to develop products that appeal not only to children, but also to teens and adults. Kidult no longer means expensive collectibles aimed exclusively at hardcore fans. There is significant potential at accessible price points, particularly when products combine strong design, collectability, humour and a reason to share or display them. The boundaries between toys, collectibles, gifts and lifestyle products are becoming increasingly blurred. Eolo has been actively exploring this space, particularly across novelty, collectibles and tactile, fidget-inspired products. Its strategy focuses on combining recognisable characters, innovative play experiences and attractive price points to create products with broad consumer appeal. Spring 2027 will see a new wave of Disney and Marvel licensed novelties designed to bring iconic characters to life in unexpected ways. Highlights include the new Disney and Marvel Liquid Cubes, combining eye-catching character designs with a distinctive liquid-filled format that makes them fun to handle, display and collect. Eolo is also introducing an assortment of character Squishy Dumplings, bringing together the appeal of squishy toys with some of the world's most recognisable entertainment characters. Beyond established entertainment franchises, Eolo is exploring character-driven properties such as Tattoo Zoo, whose unconventional personality, playful designs and collectable appeal offer possibilities in plush and novelty formats. These emerging creative properties are designed to connect with Kidult audiences looking for something original and expressive.
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Clementoni’s commitment to the Metamorphic Art Collection reflects a targeted strategic move into the growing Kidult sector, reimagining puzzles as design-led, transformative experiences that appeal to both younger audiences and adult consumers. The new Star Wars collection brings some of the saga’s most recognisable cinematic moments to life through designs spanning all episodes. With image transformation, lighting effects that reveal hidden details and a display piece to build and showcase, the range offers an immersive experience that goes beyond traditional product design. Each set includes a 520-piece jigsaw, a buildable frame and a multicoloured adhesive LED light strip, allowing the completed puzzle to transform and reveal three different images depending on whether the light projects red, blue or green. The new launch is the second licence in the series, following the introduction of Metamorphic Art Collection – Stranger Things in late 2025. Icons from the Stranger Things universe are brought to life in the dark, including the Demogorgon, the Upside Down and Vecna. Clementoni’s plans to expand the Metamorphic Puzzle Collection into further licensed properties demonstrate a sustained commitment to the range, leveraging culturally relevant IP to broaden its appeal within the growing kidult sector.