Kidult Consumer
An adult consumer who buys toys, games, or collectibles for personal enjoyment rather than for a child, driven by nostalgia and hobbyist interest.
Explanation
Kidult blends "kid" and "adult" and is used in the toy and collectibles industry for grown consumers, often collectors, who purchase items like construction sets, action figures, or trading cards for themselves. Industry reporting puts kidults at roughly a quarter of annual toy sales, with brands such as Lego expanding product lines specifically toward adult builders seeking complex, nostalgic sets. For marketers in toys, entertainment, and licensed merchandise, this audience buys based on nostalgia, craftsmanship, and franchise attachment rather than child-appropriate play value, and it needs different messaging and pricing than traditional toy marketing.
Usage context / examples
Lego's expansion into large, intricate adult-targeted sets tied to franchises like Star Wars is a widely cited example of a brand building a product line specifically for kidult consumers.
Turkish definition
Bir çocuk için değil kendi keyfi için oyuncak, koleksiyon parçası veya oyun satın alan yetişkin tüketici.