BrandTrends explains why brands should look to expand their marketing target to benefit from stronger performance.
The term “kidults” is a combination of the words “kids” (children) and “adults” (adults). It is used to describe adults who have behaviors or interests that are considered typical of children or teens.
Kidults are often adults who enjoy hobbies or activities that are commonly associated with children or adolescents, including:
• Video games and game consoles
• Toys or figurines, in particular to collect them, but also to play with
• Board games, especially to play, but also to collect them
• Comics and manga, which they read regularly and collect
• Animated films, whether classics or new releases
• Amusement parks, whether for thrills or to rediscover childhood memories
• Clothes and accessories inspired by their favorite movies, series or games
• Themed birthday parties, with decorations and activities inspired by their childhood
However, it is important to note that the term “kidult” is often used informally to describe a trend or behavior, rather than a clearly defined category of people. People who see themselves as kidults may also have interests and preferences that are not considered “childish” by other people.
Moreover, their interests are not exclusive to them and many adults can also relate to them. The difference between an adult and a kidult is that kidults have interests, behaviors and preferences that are often associated with children or teens, while adults have interests, behaviors and preferences that are generally considered suitable at their age and stage of life.
Thus, kidults are not necessarily immature or infantile in behavior or personality. They can be of any age, sex or socio-economic background. They can be single, married, parents, professionals or students. Their interest in “childish” hobbies may simply be a way to relax, be entertained, or reconnect with their childhood.
There is therefore no direct link between their level of wealth and their interest in “childish” hobbies. Some may limit themselves to buying a few toys or comic books, while others will treat themselves to limited editions and may even travel the world to satisfy their passion.
It is this very broad and informal definition that makes it difficult to quantify kidults in the population. Finally, the kidults define themselves as such, claiming a state of mind and an art of living.
It is also this very broad definition that makes the potential market so important and flourishing. The kidults give themselves the means to satisfy their passion and what interests them is aimed at both adults and children.
It is clear that hobbies for kidults are increasingly popular in many countries, especially in Western cultures. Video games, for example, have become a popular pastime among adults of all ages and socio-economic categories. Comic book conventions and cosplay events also attract more and more audiences every year.
There can be cultural differences in how kidults are viewed and expressed in different countries, as well as the types of activities and interests that are associated with kidults. For example, for video games, RPGs (role-playing games) are very popular in Asia, while sports games and first-person shooters are more popular in the West. Disney theme parks are very popular in many countries, but Universal’s are more popular in the United States. Manga and related figurines are very popular in Japan, while American comics and superheroes are more popular in the West.
Ultimately, cultural differences can influence the types of activities and interests that are considered appropriate or popular for kidults in different countries, but there are also many interests and activities that cross cultural boundaries and that are loved by kidults around the world. And it is the brands and licenses that have understood this that record the best performance.
The results of the BrandTrends barometer have shown the importance of transversality for brands. Addressing a broad target helps to establish performance and reduce risk taking. In addition, this will even have a leverage effect, by creating exchanges and a virtuous circle through transmission between the targets: to the attachment to the brand is added the attachment to the moment of sharing within the family or of the group of friends. And that favors preference!