The conventional wisdom that "toys are for children" is about to crumble. In Japan, where the birth rate is declining, many companies are scrambling to develop new target segments, and the segment being showered with attention is called "Kidult."
This term, a combination of "Kids" and "Adults," is not merely about "nostalgia." They are an extremely powerful customer segment that has the economic power to spend without hesitation for their own satisfaction.
This time, we will explain the current state of the Kidult market, unraveled through data and case studies, and how we, as marketers, should grasp the psychology behind this trend and translate it into actual "selling floors" and "experiences."
First, let's organize the definition of the term and the reality of the market.
Kids + Adult = "Adults with a Childlike Heart"
Kidult is a portmanteau of "Kid" and "Adult." While it was once used with a nuance of "someone who cannot fully grow up," it has now been redefined as a marketing target of extreme importance: "a segment that actively enjoys and consumes the toys and entertainment they were fond of as children even after becoming adults (or after they have reached adulthood)."
Targeting the "30s to 40s" segment. About 5.35 million people.
The main players in the Kidult market are those in their late 20s to 40s who are financially independent and have money to spend freely.
According to a survey (※1) released by Happinet Corporation in 2025, the Kidult population in Japan is estimated to reach about 5.35 million people, with a market size of about 78 billion yen.
Their characteristics are "nostalgia" and "adult buying" (purchasing power). Using their own wealth to acquire the coveted items they couldn't have bought as children. This catharsis has become a powerful purchase motive.
*1 Source: Happinet Corporation Press Release: [Fact-finding Survey on Kidults] Kidult market estimated at just under 80 billion yen with a population of 5.35 million | Happinet Corporation Press Release
Kidult consumption is being driven by the craving for "healing" in a stressful society and "self-expression" in the SNS era.
1. Becoming "Art/Interior" that sells even at high prices
The example of "Sylvanian Families" is symbolic. Although it was once a leading toy brand for girls, product development targeting adults has progressed in recent years. High-priced sets exceeding 50,000 yen and products with high interior appeal have appeared and recorded hits. These are not just playthings, but are valued as "interior" or "art" that would not look out of place when displayed in an adult's room.
2. Community culture seen in "Nui-katsu" and "Heisei Retro"
Kidult consumption is also deeply linked to SNS trends. It is characterized by not just owning products, but by the set of activities involved in posting on SNS and sharing one's "favorites" with others.
Particularly among women in their 20s and 30s, there is a growing movement to reinterpret and consume former girls' culture (such as Mezzo Piano and Love and Berry) and the gyaru culture of the early Heisei era as "emotional" and "cute."
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It is not just manufacturers; the retail side is also starting to adapt to this change.
Toys "R" Us: Started developing "Kidult specialty stores." They have pivoted away from the image of a toy store for children to a product lineup targeting adults (※2).
Ito-Yokado: Strengthening the acquisition of the Kidult segment as a strategy for store remodeling. The goal is to attract not only families but also single adults interested in hobbies to their stores (※3).
Japan Toy Awards: A "Kidult Category" was newly established in 2023. The toy industry itself has entered a phase of officially recommending and evaluating "adults playing with toys."
※2 Source: From the Japan Toys "R" Us Ltd. release: Japan Toys "R" Us further strengthens its lineup of "blind boxes," which are hugely popular with Kidults (adults with a childlike heart), in 32 more stores! | Press Release by Japan Toys "R" Us Ltd.
※3 Source: From the Ito-Yokado release: Ito-Yokado's Counteroffensive: A New Business Format Targeting the "Kidult" Segment—Adults with a Childlike Heart
How should we, as marketing and sales promotion managers, make use of this psychology? We propose three perspectives for creating attractive selling floors and POP-UP events for the Kidult segment.
1. Creating an "Immersive" worldview
The Kidult segment is buying not only the product itself but also the "experience" of immersing themselves in its worldview. Rather than just lining products up on a shelf, displays that make people imagine "what it would be like if I put this in my own living space"—such as by placing products within an interior setup that mimics an adult's room—are effective.
2. Setting up photo spots that people want to "share"
For the "Nui-katsu" segment, photos are an essential item. You should prepare dedicated photo spots (plushie-photo spots) at events or in store areas where plushies or figures can be placed and photographed. Just having a booth with carefully selected backgrounds and lighting that looks good on camera will significantly increase the power of dissemination on SNS (UGC).
3. Proposing "Updated" Nostalgia
Simply reissuing old products is not enough to capture the hearts of modern adults. Converting them into forms that fit today's lifestyle—like "the magic wand I dreamed of as a child has become high-quality cosmetics" or "the characters from back then have become stationery that can be used in the office"—is the final push for purchase.
Once they become fans of a brand or content, the Kidult segment can become "high-loyalty customers" who will make continuous purchases and share their enthusiasm.
Rather than simply extending a children's retail area, the key to finding a new growth curve in the retail and distribution industry during this era of declining birthrates lies in redesigning spaces and experiences as "hobbies spaces for adults."
Even if you understand data and trends, designing "how to express it on the sales floor" and "what kind of events will go viral on SNS" is not straightforward.
BEEATS is a professional in creating realistic selling floors and experiential events. From "immersive displays" to "the construction of photo spots perfect for plushie photography," we provide total support for creating spaces that stimulate adult playfulness.
To maximize the potential of your products for the Kidult segment, please consult with us.
Q1. What is a Kidult?
A1. "Kidult" is a portmanteau of "Kid" and "Adult," referring to a demographic that actively enjoys and consumes the toys and entertainment they were fond of during their childhood even after becoming adults. They are primarily in their 30s and 40s and are gaining attention as a powerful customer segment with economic power.
Q2. Why are adults returning to "toys" now?
A2. The main reasons are the craving for "healing" in a stressful society and "self-expression" in the SNS era. Kidult consumption is being driven not just by playthings, but by their value as high-unit-price, interior-friendly art and the community culture of sharing one's "likes" on social media.
Q3. What kind of moves are being made toward the Kidult segment in the distribution and retail industry?
A3. Toy specialty stores are starting to develop product lineups targeting adults or Kidult specialty stores, and general supermarkets are renovating their selling floors to attract single adult hobbyists. The movement to shift targets from children to adults is becoming more active.
Q4. What are the key points for creating selling floors or events for the Kidult segment?
A4. There are three points to an effective approach. The first is to create an immersive worldview, the second is to set up shareable photo spots where people can do things like "nuinuri" (plushie photography), and the third is to update old products into forms that fit the modern adult lifestyle.
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