NOT GROWING UP. JUST PLAYING SMARTER.

Our first blog charted the rise of the kidult. Now we’re back, and we brought Freud, feelings, and figurines.

Let’s talk about adulthood for a second.

The joy. The freedom. The unbridled optimism of paying bills, answering emails, and the constant pressure to be productive at all times. Feels exhilarating, right?

But here’s the thing no one tells you: the older you get, the more "growing up" feels like carrying a backpack full of bricks while trying to do yoga. Spoiler alert: it doesn’t work.

Enter the kidult.

This isn’t some passing craze where adults snap up a few LEGO sets and call it self-care. The kidult movement is a full-blown response to the burnout and chaos of modern life. It’s emotional self-defence disguised as fun, a nostalgic rebellion cleverly camouflaged as a harmless hobby.

If you find yourself looking at your childhood toys with a pang of longing, not just for the toy, but for the version of you that used to play with it - then congratulations. You might just be a kidult in the making.

Nostalgia isn’t just a memory - it’s a life raft

The kidult movement is booming among Gen Z and millennials, driven by one powerful emotional pull: nostalgia. But not the soft-focus, Instagram-filter kind. This is functional nostalgia. A tool. A survival mechanism!

According to psychologist Krystine Batcho, nostalgia serves a vital purpose in emotional regulation by helping us cope with stress, uncertainty, and transitions. She says”

“It’s not about escaping the present, but making sense of it”.

It’s not just about remembering simpler times. It’s about anchoring to a moment when life felt manageable. Cracking open a fresh pack of Pokémon cards. Watching your favourite superhero save the day. That feeling of pure, uncomplicated joy.

Now contrast that with the daily grind of adulting, deadlines, bills, emotional labour, existential dread.

Nostalgia, in this context, becomes therapy. A pressure valve. A portal back to a safer, softer version of the world. And in a culture that prizes constant growth, speed, and output, who wouldn’t want to dip back into a world where the hardest decision was which figure to unbox first?

Escaping reality, one toy at a time

Yes, we live in an era of unprecedented stress. And no, that’s not just a TED Talk catchphrase. According to the World Health Organization, global anxiety and depression rates increased by 25% in the first year of the pandemic alone. Add to that an always-on work culture and a constant stream of curated social pressure, and it’s no wonder the toy aisle has become a safe haven.

Kidults aren’t opting out. They’re opting in - to comfort, play, and control.

Because it’s not just about the toys themselves. It’s about what they represent. Autonomy. Safety. Joy. The kind that doesn’t need to be earned.

If adulthood is a treadmill of expectations, then kidults are stepping sideways. Not backwards. Just differently. They’re building model kits instead of burnout. Choosing ramen plushies over retirement plans. Trading hustle culture for a moment of peace on a shelf.

Collecting: The ultimate act of defiance

Let’s be clear: collecting isn’t just a quirky pastime. It’s rebellion in miniature.

There’s something brilliantly rebellious about an adult - of any gender - showing off their Pokémon cards or rocking a Labubu charm on their backpack like it’s a badge of joyful defiance.

To the outsider, it might look like harmless nostalgia. But for the kidult? It’s a curated, intentional middle finger to a culture that says fun is only for weekends or children.

Psychotherapist Philippa Perry notes that play, in all its forms, is essential to processing our inner world and remaining emotionally balanced, and says:

“Adults need play as much as children do. It’s how we stay sane.”

In a world that equates adulthood with sacrifice and success with seriousness, these collections are revolutionary. They say, "I choose softness. I choose joy. I choose me."

Identity through toys: The power of belonging

Toys aren’t just toys. They’re markers of identity.

A shelf full of designer minis, anime figurines or rare plushies isn’t clutter - it’s autobiography. A personal museum. A language of belonging.

And the fanbase is only growing. Characters like Labubu aren’t just trending - they’re adored. Shared. Celebrated. Entire online communities are dedicated to discussing, swapping, displaying.

Reddit threads. Discord channels. Instagram feeds. TikToks with millions of views. It’s not niche anymore. It’s culture.

According to research by Deloitte, 60% of Gen Zs identify with a community based on hobbies or interests rather than geography or career. And many of those interests are rooted in gaming, collecting, and fandom.

And in that space? There’s freedom. No age limit. No judgement. Just a tribe united by joy.

The kidult movement: Not a phase, but a lifeline

So is this a phase? A passing trend? Not a chance.

The kidult movement is a lifeline. A recalibration. A defiant reminder that happiness doesn’t need permission.

Kidults aren’t fleeing adulthood. They’re redesigning it. Reclaiming the parts that matter and discarding the ones that don’t.

They know that growing up doesn’t have to mean growing dull.

So the next time life feels like a tax return in human form, maybe don’t push through it. Maybe go find your joy instead. Crack open an old game. Unbox something weird. Start collecting again.

Because the real cheat code to adulthood? Remembering what lit you up before the world told you to tone it down.

Want to turn nostalgia into a brand strategy? Or just chat about Labubu’s and ROI? We’re the toy shelf you've been looking for. Mischief encouraged!

Sources: American Psychological Association, 2012. WHO, 2022. The School of Life, 2019. Deloitte Global Gen Z and Millennial Survey, 2023