Kidult Marketing: Toys Aren’t Just for Kids Anymore

How Brands Are Winning the Hearts (and Wallets) of Adult Fans

Remember that Monopoly game gathering dust in your parents’ closet? Or those action figures you begged for every birthday? They’re making a comeback—but not just with kids. More and more adults are snatching up toys and games for themselves, and smart companies are cashing in on this trend called “kidult marketing.”

According to a Wall Street Journal article, Hasbro is strategically shifting its focus toward the growing “kidult” market—adults and teens who purchase toys and games for themselves. About 60% of Hasbro’s revenue now comes from consumers aged 13 and older, who spend more money and shop more frequently than children.

The company is capitalizing on nostalgia by targeting adults with products like Star Wars fighter vehicles, Spider-Man action figures, collectibles, and digital adaptations of classic games such as “Monopoly Go!” and “Dungeons & Dragons.” This strategy aligns with broader industry trends, as adult toy consumers are increasingly driving sales through their purchasing power and emotional connection to childhood brands.

Hasbro is also diversifying its manufacturing beyond China to mitigate potential impacts from tariffs on Chinese imports. This business pivot represents a significant shift in the toy industry, recognizing that toys and games are no longer just for children but have become important entertainment and collectible items for adults seeking nostalgic connections.

Hasbro discovered that people over 13 now make up about 60% of their sales! These grown-up toy lovers spend more money and shop more often than actual kids do.

What’s driving this trend? Simple—nostalgia. That warm, fuzzy feeling we get when something reminds us of our childhood. But companies can’t just rely on old memories to keep customers coming back. They need to balance the comfort of the familiar with the excitement of something new.

The Power of Looking Back

Nostalgia hits differently when you’re an adult. That Star Wars LEGO set or Marvel action figure isn’t just a toy—it’s a portal to a time when your biggest worry was what cartoon to watch after school.

“When adults see toys from their childhood, it triggers happy memories,” says marketing expert Sarah Chen. “It’s like comfort food for the brain.”

But here’s the thing: adults aren’t just buying these products to display on a shelf. They’re creating new experiences with them—hosting game nights with friends, sharing beloved characters with their kids, or connecting with online communities of fellow fans.

How Smart Brands Are Tapping Into Nostalgia

Companies like Hasbro aren’t just dusting off old products and putting them back on shelves. They’re getting creative:

• Mixing Old and New: Hasbro turned the classic board game Monopoly into “Monopoly Go!”—a mobile game that keeps the familiar elements while adding digital twists that appeal to today’s players.
• Creating Premium Versions: Many brands offer collector’s editions with better materials and exclusive features. These premium products give adults a grown-up way to enjoy childhood favorites.
• Building Communities: Smart companies create spaces where fans can connect. Dungeons & Dragons has thrived for decades because it brings people together for shared adventures.

Finding the Sweet Spot

The trick for brands is finding the right balance. Lean too heavily on nostalgia, and you risk becoming irrelevant. Focus only on innovation, and you might lose the emotional connection that brought customers to you in the first place.

“The most successful products have one foot in the past and one in the future,” explains retail analyst Marcus Johnson. “They honor what people loved while offering something fresh.”

Take LEGO, for example. Their sets based on classic movies like Star Wars appeal to adults who grew up with the films. But they’re constantly adding new building techniques and interactive elements to keep things interesting.

What This Means for Your Business

Even if you don’t sell toys, there’s a lesson here for any brand: emotional connections matter. People don’t just buy products—they buy feelings, memories, and experiences.

Ask yourself: What emotional connection can your brand create? How can you tap into positive memories while still offering something new and exciting?

The companies winning the “kidult” market understand that nostalgia opens the door, but innovation keeps it from slamming shut. By honoring the past while embracing the future, they’re creating products that appeal to the kid in all of us—while meeting the expectations of our adult selves.

And that’s a winning strategy that never gets old.