At this yr’s Spielwarenmesse, media consideration exploded round toys for “kidults,” or adults who get pleasure from buying toys for themselves. Since 1949, the Spielwarenmesse has been held in Nuremberg, Germany, and is likely one of the largest worldwide commerce occasions for the toy business. Properly-established firms and startups alike attend the truthful to share new merchandise and observe what toys are at the moment trending globally.
This yr, the occasion hosted a pattern space known as “Life’s a Playground — Toys for Kidults,” which turned a well-liked attraction for the press and attendees and obtained worldwide media promotion. As a result of consideration paid to this subject, the Spielwarenmesse plans to maintain a everlasting part close to Entrance Mitte for Toys for Kidults, highlighting merchandise that enchantment to the demographic, beginning subsequent yr. The “Toys for Kidults” interactive expertise goals to incorporate activations like a photograph spot and numerous stay actions to permit attendees to check out exhibitors’ games and toys geared in the direction of kidults.
Market research institutes just like the BrandTrends Group and Circana are observing a rise in curiosity in merchandise like tabletop video games, collectible toys, and inventive fantasy merchandise. The previous has carried out a global study that confirmed 67% of individuals from the ages of 18-65 have expressed curiosity in shopping for toys and collectibles for themselves no less than a couple of times a yr. Publish-Spielwarenmesse, it’s changing into extra obvious that the kidult goal group has huge gross sales alternatives and merchandising potential.
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