# Why more Americans are revisiting childhood favorites through 'kidulting'

> Adults increasingly buy childhood toys and hobbies as self-care, a trend reshaping consumer culture.
- Title: Why more Americans are revisiting childhood favorites through…
- Summary: Adults increasingly buy childhood toys and hobbies as self-care, a trend reshaping consumer culture. 60% of Americans bought childhood-themed products in the…
- Keywords: kidulting, hobbies, gen z, millennials, self-care, play, harris poll, lego, news, politics, world, more
- Source: Straight Arrow — https://san.com/cc/why-more-americans-are-revisiting-childhood-favorites-through-kidulting
- Published: 2026-10-21T17:00:00+00:00
- Read time: 1 min
- Topics: kidulting, hobbies, gen z, millennials, self-care, play, harris poll, lego, news, politics, world
## 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.
## Key takeaway

60% of Americans bought childhood-themed products in the last year, with Gen Z and millennials using kidulting for mental health.