When Peter Pan and the Lost Boys sang “I Won’t Grow Up” on Broadway in 1954, there was a new word just starting to make the rounds: kidult. While this term originally applied to adults who enjoyed TV programs aimed at children, it is used 70 years later to describe the gift industry trend of marketing youthful games and toys to grownups.

In many circles there is now only a vague line between the world of childhood and adulthood. Cosplay, in which grown-ups dress as their favorite characters, has a broad appeal to those hoping for a bit of relief from reality. There is no longer a strong stigma attached to this – as exemplified by the existence Bronies, a group made up of military personnel who dress in costume as their favorite My Little Pony character.

Licenses are a key element in appealing to adults looking back on their younger years. Knowing your store’s demographics is important in determining what era shoppers think of when reflecting affectionately on their younger years.  You may need to test the waters with some smaller orders in order to find out which characters have a broad appeal in your market.

Adults who play games and do crafts normally associated with kids are sometimes motivated by a sense of nostalgia. They may also want to share an activity with the children in their circle, or to enjoy being part of a community based on common interests.  

Whatever the motivation, this trend is one that can expand the appeal of your selection of puzzles, board games and craft kits. Look for items that don’t show a child on the packaging, and be sure to cross-merchandise by displaying your “kidult” items with other gifts for adults.

Happy Retailing,
Carol “Orange” Schroeder