Kidulting: Buying your childhood

• Author:
• Author name

  Quantumrun Foresight
• March 21, 2025

Insight summary

Kidulting, a trend in which adults engage in childhood activities, such as collecting toys and playing games, has grown as a way to find comfort and escape daily stress. Businesses have adapted quickly, creating nostalgia-driven products and experiences that appeal to adults seeking joy and connection. While this trend offers mental health benefits and new market opportunities, it also raises concerns about impulsive spending and the environmental impact of increased collectible production.

Kidulting context

Kidulting is a cultural trend in which adults engage in activities traditionally associated with children. Initially emerging as a niche interest, it saw a surge in popularity during the early stages of the COVID-19 pandemic, as people sought comfort and familiarity amidst global uncertainty. Activities such as collecting toys, playing video games, and enjoying childhood snacks became therapeutic outlets for many. According to a 2021 survey by the Toy Association, 58 percent of U.S. parents admitted to buying toys and games for themselves.

Businesses have quickly adapted to the kidulting phenomenon, creating products and experiences tailored specifically for adults longing for childhood nostalgia. McDonald’s, for example, launched limited-edition adult Happy Meals in October 2022, complete with collectible toys, which resonated deeply with Millennial consumers. Similarly, entertainment venues like Dopamine Land in London and Madrid, and Ballie Ballerson’s adult ball pits in the UK, offer immersive experiences designed to trigger joyful memories and boost dopamine levels. Even fashion and social media have joined in, with TikTok influencers showcasing early 2000s-inspired outfits, connecting the digital generation with their past.

Beyond mere entertainment, kidulting has been linked to notable mental health benefits. Studies published in the journal Emotion in 2016 and 2021 found that nostalgia-driven activities help strengthen individuals' sense of self-continuity and social connectedness. Experts highlight that these activities provide a comforting return to simpler times, offering stress relief and sparking creativity. As the World Health Organization reported a 25 percent global rise in anxiety and depression during the pandemic’s first year, it’s no surprise many adults turned to kidulting as a coping mechanism. From high-end collectible figures at stores like Collector’s Marketplace to nostalgia-driven food and drink offerings at places like Hash Kitchen and Buttermilk Baby, kidulting continues to provide adults with joyful escapes from the complexities of modern life.

Disruptive impact

As more people embrace activities tied to their childhood, there may be a shift in how leisure time is valued, focusing more on emotional well-being than productivity. Engaging in playful activities could lead to healthier coping strategies, especially for managing stress and anxiety. However, the growing focus on nostalgia-driven consumption might also encourage impulsive spending, as adults purchase toys, collectibles, and experiences to recreate past joys. Over time, this could lead to financial strain, particularly if emotional spending becomes habitual and individuals prioritize short-term happiness over long-term financial planning.

Companies may increasingly create products and experiences that blend childhood nostalgia with adult preferences, such as collectible toys designed for display rather than play or adult-themed food and beverages inspired by childhood favorites. Brands like McDonald’s and Taco Bell have already capitalized on this, and more companies may follow suit, developing limited-edition offerings to drive engagement. Additionally, entertainment spaces may create new markets centered around nostalgic experiences. However, businesses may also face challenges balancing novelty and authenticity, as over-commercializing nostalgia could lead to consumer fatigue and skepticism.

As mental health concerns grow, promoting recreational spaces and programs that encourage playful activities for adults could become a public health initiative. Cities may invest in parks, museums, or events that cater to adults seeking nostalgic experiences, fostering community engagement and well-being. However, governments may need to monitor the rise of nostalgia-driven industries, ensuring consumer protections are in place, especially for markets like collectibles where prices can fluctuate. Cultural policies might also shift to recognize and support this trend, potentially funding creative projects that celebrate shared generational experiences while promoting intergenerational connections.

Implications of kidulting

Wider implications of kidulting may include: 

• Toy companies expanding product lines to target adults, leading to new revenue streams and longer product life cycles.
• Urban planners designing more recreational spaces that cater to adult play, encouraging social interaction and community engagement.
• Retailers integrating nostalgia-driven marketing strategies, resulting in increased consumer spending on non-essential items.
• Mental health professionals promoting kidulting activities as therapeutic tools, contributing to broader acceptance of play in adult well-being.
• The rise of nostalgia-themed events creating new job opportunities in event planning and entertainment industries.
• Governments considering tax incentives for businesses that develop recreational spaces for adults, boosting local economies.
• Increased production of collectible items contributing to environmental concerns due to higher plastic and packaging waste.
• Social media platforms amplifying kidulting content, shaping cultural norms and influencing consumer behavior.
• Demographic shifts leading to multi-generational participation in nostalgic activities, strengthening family and community bonds.
• The growing demand for kidult-focused products encouraging tech companies to develop interactive toys and games tailored for adults.

Questions to consider

• How could embracing kidulting activities improve your mental well-being and daily routine?
• How might your spending habits change as more businesses offer nostalgia-driven products and experiences?