Latest data shows that after five consecutive years of decline, the UK toy market is poised for its first rebound in 2025, with an annual growth rate of 6%.

Furthermore, a staggering 75% of adults aged 18 to 34 purchased toys in the past year.

These “adult kids” not only buy classic toys but also collect toys related to Japanese anime, with sales growing by over 50%.

Atherton, the UK’s Toys & Hobby Association, responded, “We’ve seen a shift in the toy market, with a broader audience now.

The rise of the ‘kidult’ demographic—toys for those 12 and older—is evident, and adults now make up a large portion of this category.”

1. Potential Business & Entrepreneurial Opportunities

The “kidult” boom creates a fertile landscape for innovative ventures that blend nostalgia with premium service:

• Experiential “Build-and-Sip” Studios: Just as “Paint and Sip” took over the social scene, entrepreneurs can launch venues where adults gather to assemble complex model kits (like WWII tanks or LEGO Botanicals) while enjoying high-end coffee or cocktails.
• Anime & Manga “Blind Box” Subscription Clubs: With anime sales growing by over 50%, a curated subscription service focused on rare, high-quality Japanese imports and “blind box” collectibles (like Sonny Angels or Labubu) targets the Gen Z “unboxing” culture.
• Premium Model Painting & Commission Services: As high-priced models (like the NT$33,000 WWII Tiger tank) become centerpieces, a marketplace for professional painters and assembly experts could serve wealthy collectors who want “perfect” display pieces.
• “Retro-Tech” Repair and Customization Labs: A niche for businesses that specialize in refurbishing and modifying vintage toys (Game Boys, 90s action figures, or classic LEGO sets) to fit modern display standards or functional “shelfie” aesthetics.
• Themed Interior Design for Collectors: A design agency specializing in “Kidult Home Integration”—helping collectors display extensive toy collections through bespoke, architecturally integrated shelving and lighting that feels “adult” rather than cluttered.

“The transition from ‘toys for kids’ to ‘toys for all’ is fundamentally changing how we look at home decor, stress relief, and even personal investment.

Do you find yourself buying more collectibles now than you did five years ago, or are you still a skeptic of the ‘kidult’ trend?

Leave a comment below, and I will personally reply to every single one!“