From Straight Arrow · · 1m 30s
Why more Americans are revisiting childhood favorites through 'kidulting'
Adults increasingly buy childhood toys and hobbies as self-care, a trend reshaping consumer culture.
In brief
Adults increasingly buy childhood toys and hobbies as self-care, a trend reshaping consumer culture. 60% of Americans bought childhood-themed products in the last year, with Gen Z and millennials using kidulting for mental health. Originally reported by Straight Arrow.
Quick answers
- What is kidulting?
- Adults increasingly buy or participate in childhood-themed products and hobbies.
- What is the key takeaway from Why more Americans are revisiting childhood favorites through…?
- 60% of Americans bought childhood-themed products in the last year, with Gen Z and millennials using kidulting for mental health.
What is kidulting?
Adults increasingly buy or participate in childhood-themed products and hobbies.
Harris Poll finds 60% of Americans bought kid-themed products
71% bought board games or puzzles, 66% model kits, 65% craft kits in last year.
Gen Z and millennials lead kidulting trend
79% of Gen Z visited themed restaurants, 76% took part in crafting sessions last year.
Kidulting as self-care
Two-thirds of Gen Z and millennials call kidulting one of their main forms of self-care.
Why Americans kidult
Fifty percent say kidulting helps them relax, 74% feel more hopeful with play.
Financial impact of kidulting
89% spent money on play in past year, 80% spent over $100 with 16% over $500.
Lego shifts marketing to adults
Lego launched 'Adults Welcome' campaign and reality show for adult play enthusiasts.
Kidulting for social connection
64% feel less isolated through play, 62% feel accepted by sharing playful interests.
Kidulting as emotional resilience
75% say playful hobbies help them stay emotionally resilient during tough times.
Marketing follows kidulting trend
Companies like Lego reorient campaigns toward adult buyers for childhood-themed products.
Here's the gist
60% of Americans bought childhood-themed products in the last year, with Gen Z and millennials using kidulting for mental health.
