Toys 'R' Us homes in on 'kidult' market as it revamps stores here

From blind boxes to Pokemon figurines, it's manoeuvring to woo the 18 to 44 age group

- Alyssa Woo

Only one kind of shopper at a toy store is better than a child with parents willing to pay: a "kidult".

The term was coined in the 1950s by American TV industry executives to define a person between 18 and 44 years old who is nostalgic for childhood toys and cartoons.

And kidults are certainly willing to spend on their favourites.

The toys and games market in Asia is expected to hit $53.8 billion in revenues in 2024, according to market data portal Statista.

Mr Jason Tjiptadi, a consultant at Euromonitor International, said Pop Mart - the Chinese toy company behind Labubu - Pokemon and Lego are the three most popular brands among kidults in Singapore, with all experiencing strong growth in 2024 even as top manufacturers such as Hasbro and Mattel continue to struggle.

"Dolls and accessories blind box sales in Singapore grew 12 per cent in 2023, while non-blind boxed dolls and accessories declined by 3 per cent in 2023. This shows a shift of interest in consumers, especially kidults, who now prefer to spend their money collecting blind boxes," said Mr Tjiptadi.

Blind boxes refer to a type of packaging that keeps the contents a mystery until it is opened, and there are a few reasons behind their surging popularity. Among these are tie-ups with popular brands and franchises such as Disney, Marvel and Harry Potter, and the thrill of opening the boxes.

But celebrity endorsements also play a big part in a toy's success, as evidenced by the massive popularity of Labubu - which is so covetable it has driven people to steal it.