One of the best things about being a ‘grown up nerd' being able to buy the toys and collectables that were out of reach as a kid.
The toy market has witnessed a significant shift over the last decade, with adult collectors becoming a formidable demographic, as young nerds have become grown nerds… with disposable income.
‘Kidults’ make up as much as 20-25% of the global toy market.
Whether it's as a way of relaxing, reducing stress and anxiety or just to recreate childhood collections, the numbers are significant.
There has been a dramatic increase in brands capitalising on this trend, offering collectibles that span countless fandoms, from pop culture icons to obscure characters that appeal to very niche audiences.
This strategy caters to the nostalgia and passion of adult fans, turning collections into a form of self-expression.
The rise of social media has provided a space for collectors to showcase their acquisitions, and for fandoms to flourish like never before, further fueling the collectible toy market.
Being called a ‘nerd' is no longer an insult, it's an acknowledgement of a deep passion and knowledge of a specific area of interest. The term 'nerd' has evolved from a pejorative into a badge of honour, symbolising not just expertise and enthusiasm but also a community and identity that spans the world.
The transformation of the toy market to embrace adult collectors reflects a broader culturaln shift where passions are celebrated, and nostalgia is cherished.
As 'kidults' continue to carve out significant space in the toy industry, it's clear that the joy of collecting transcends age.
Yes, it's about reclaiming a piece of youth, but it’s also about connecting with others who share your passions and creating a vibrant, supportive community that thrives on mutual respect and admiration.
#nerdculture #nerd #fandom #toys #gaming #kidults
HR Tech | Former Teacher ▶️ SaaS
1wBeautiful! We all need a little more joy!