Why are more adults buying toys? The “Kidulting” trend explained
NEW YORK — Adults have officially surpassed preschoolers as the biggest buyers in the toy industry, and nowhere is that shift more visible than at FAO Schwarz, where grown-ups line up daily for plush toys at the Jellycat Diner.
Since the diner opened in Fall 2023, demand has been so high now requires reservations, with spots booking up more than a month in advance. Customers, many of them grown adults, wait in line for a New York exclusive Jellycat character from the British brand.
The only Jellycat experience of its kind in the U.S., the diner is styled like a retro eatery where visitors “order” plush burgers, bagels, and pizza from a playful menu. Staff dressed as chefs deliver the toys with a pretend cooking performance.
“All of their foods are smiling, and it’s whimsical,” said Johnny Tammaro, a longtime Toy Soldier at FAO Schwarz. “Nothing is edible, only huggable.”
Jellycat, founded in 1999, remained low-profile during the Beanie Baby mania. The company’s popularity exploded on TikTok after the pandemic, part of a growing trend among millennials and Gen Z known as “kidulting”: adults revisiting childhood interests and nostalgia-driven activities.
Last year, Jellycat’s U.S. sales jumped 41%, reaching $252 million in global revenue. A single plush toy typically costs between $30 and $50.
Much of that revenue is coming from adults. Market research firm Circana reports that one in five toys and games is now purchased by someone over the age of 18. In fact, adults have become the largest consumer group in the toy market, even surpassing preschoolers.
Jellycat’s not the only adult toy craze. Nintendo, LEGO, and collectible blind boxes like Pop Mart and Sonny Angels are also leaning into this trend, allowing adults to embrace childhood nostalgia.
Experts say the kidulting trend is fueled by emotional wellness. People are now more aware of global trauma than ever, and with constant exposure through the internet, this has created a growing need for comfort and nostalgia.
“It kind of takes me back to the whimsy of childhood,” said Danny Alcedo, a customer of FAO Schwarz. “To go back to something that’s a little more fun after something that’s a little bit traumatic.”
According to the American Psychological Association, nostalgic activities, including play, are linked to lower stress and improved emotional well-being. The pandemic has pushed many adults to seek comfort in small, familiar joys.
In an age of uncertainty, what was once child’s play is now adult comfort.
“I was in college when the pandemic hit, so I lost a lot of time,” said another customer, Erin Geraghty. “Newly being an adult and being thrust into the reality of the world so quickly, so [this is] probably to reclaim some of that comfort.”
Jennifer Gan is from Nanjing, China, and covers Arts and Culture for City Newsroom. She has experience in broadcast reporting and obtained a dual degree in Journalism and Psychology before coming to J-school.
