The record-breaking success of the Barbie movie has seen the iconic doll making a seamless transition into the real world. It seems no-one can resist having their photo taken in a life-sized Barbie box or dressing head to toe in neon pink – marking a clear sign that the kidult trend is here to stay.
With television programmes, films and games increasingly being designed to appeal to both children and adults, people are reconnecting with their youth and embracing the suspension of ‘real’ adulthood, as Ella Haynes, Brand Licensing Europe event director, explains.
I always expect the unexpected at Glastonbury, but this year’s big surprise was the massive pop-ups promoting Greta Gerwig’s new Barbie movie.
Seeing the world’s best-selling doll at the festival really showcased the way Mattel has transitioned the brand from a kids’ toy to a cross-category, multi-generational lifestyle brand that appeals to all ages and genders.
Since the early noughties, Mattel has done an amazing job of embracing the kidult trend, collaborating with high-fashion names like Diane von Furstenberg, Balmain and Balenciaga. Gerwig’s movie targets kids and adults seamlessly, allowing Mattel to invite new fans in and remind older generations why they fell in love with Barbie in the first place.
How Kidult culture started
According to Ben Roberts, EMEA content director at License Global, kidult culture first appeared “roughly between 2000 and 2010”, when a society’s attitude towards fandom underwent a significant shift.
“Things previously considered ‘geeky’ or niche – such as comic books, horror movies, pulp fiction, anime and video games – began to be embraced and celebrated. Fandom’s widespread cultural acceptance, combined with the rise of social media, connected fans and built thriving communities.
“This transformative decade gave birth to a unique consumer segment we dub ‘kidults,’ a culture that allows adults to escape the responsibilities of everyday life, temporarily, by indulging in activities that evoke nostalgic childhood memories,” he continues.
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Millennials and Gen Z – which grew up surrounded by iconic brands – are particularly drawn to kidult culture. They now form one of the largest consumer groups, with a strong desire to spend money on products associated with their beloved franchises.
Co-watching also gained prominence as millennials and Gen Z became parents, Roberts explains. It fuelled the expansion of kidult culture, allowing parents to share brand favourites with their children, resulting in a surge of demand for brand revivals, licensed adaptations, experiences and consumer products.
“Many brands embraced this trend in response to the growing consumer demand and pivoted their strategies accordingly,” he says.
“Consequently, we now witness a proliferation of adaptations, consumer products, and blockbuster moments that cater to the kidult demographic, the collective family unit, and the overall culture of nostalgia.”
What do kidult brand extensions offer consumers?
For consumers, kidult is about nostalgia, escapism, validation, exclusivity, connection and creating treasured memories.
“With all the societal stresses and anxiety in today’s world, who wouldn’t want to be a kid again?!” says Ellie Yarnell, head of buying at Vanilla Underground. “The pressure of adult life can be overwhelming, so it’s understandable why we all crave that worry-free vibe of childhood. Embracing our ‘kidult’ side lets us forget about adulting for a while and brings back the joy and wild imagination that once defined our youth.”
Nostalgia and creating inter-generational connections are equally important, says Ellie, while kids TV shows are also going the extra mile to connect with adults.
“They’re sneaking in adult humour and relatable parental reactions that have adults laughing. One show that is absolutely killing it in this department is Bluey. It’s a gem that adults find genuinely entertaining which, in turn, makes a consumer’s decision to part with money and buy Bluey consumer products more appealing.”
What’s in it for brands?
For brand owners, tapping into the kidult trend is a brilliant way of extending IP into new demographics, product categories, retailers and markets. By creating consumer products or content that taps into the powerful emotions mentioned earlier, fans are more likely to buy them.
“The kidult trend is making things interesting,” says WildBrain CPLG VP Northern Europe, John Taylor.
“It offers licensors the chance to forge partnerships with higher price points, such as luxury fashion and accessories, as adults choose to spend their money on items that connect them to their favourite brands.”
WildBrain CPLG is the licensing agency arm of WildBrain, which owns brands like Teletubbies and Strawberry Shortcake, which have huge ‘kidult’ appeal. It is also the majority owner of Peanuts.
“The Teletubbies turned 25 last year. They are pop-culture icons and the enduring fandom is still driving partnership opportunities around the world,” Taylor adds.
Ellie Yarnell agrees, “Twinning – allowing parents and children to match outfits – is a style revolution but instead of kids wearing mini-me outfits, it is now segueing into adults wearing kids brands as a bonding experience. Matching family Christmas pyjamas is a prime example.”
Pure kidult
As well as extending kids brands to create consumer products with adult appeal, some new brands are being designed specifically for a kidult audience. SneakHeads is a new range of collectibles designed by Wayne Lindsay of Imaginnovation, who won the License This! competition at Brand Licensing Europe in 2021.
“As part of the design process, we explored how SneakHeads could appeal to both kids and adults, positioning the collectibles as limited edition art pieces, in a variety of materials that tell a story and feel both indulgent and purposeful,” he says.
“Kidult collectibles have strong appeal for several reasons. If you grew up with toy collectibles you’ll have treasured memories, especially if those lines went on to achieve cult status. Toy collectibles can be seen as a status symbol, with collectors feeling a sense of community, connected by fandom. Additionally, toy collectibles can be an exciting way to invest in something that for the collector already has an inherent appeal and may go on to have a high intrinsic value.
“Several brands – Barbie, Lego and Miffy – have successfully reframed toy collectibles to reach a new market or demographic. These brands have widened and intensified their appeal to both younger and older collectors by incorporating elements that are fun and stylish, new or nostalgic, and by powerfully platforming the products to communicate their brand purpose.”
A win for consumers, brands and retail
It seems apt that Wayne, whose SneakHeads brand is very cool, has referenced Barbie because I genuinely believe Mattel has nailed the kidult trend and shown us all if you get it right, it’s a win for fans, brands and retail.
And that, in a nutshell, is why kidult really is having its moment.
