Insights

Boost Brand Connection and Excitement with Collectibles Promotions for Kidults, Survey Says

Boost Brand Connection and Excitement with Collectibles Promotions for Kidults, Survey Says

There’s a trend in the marketplace of brands targeting their young adult customers with innovative, collectible promotions, such as collectible figures, cups, stickers and plush.

“Kidult” is a term that blends “kid” and “adult” to describe an adult who embraces interests, products or activities traditionally associated with kid culture. Kidults collect toys, action figures and other collectibles to indulge their strong sense of nostalgia and to seek comfort and joy in familiar childhood pleasures. The “kidult” phenomenon is particularly relevant to marketers, as they recognize the purchasing power of adults who want grown-up versions of traditionally youth-oriented products. And this phenomenon isn’t a flash in the pan. Retail data shows that kidults aren’t going anywhere.

We wanted to find out what consumers really think of kidult-style collectible promotions, so we conducted a survey of 400 Gen Z and Millennial men and women in the US. Here’s what they had to say:

When brands offer collectibles,
what do you think?

81%

love it or like it

A red, grey, and blue pie chart showing survey results. The largest section is a red ring that takes up a large portion of the circle and is labeled ‘81%’. Inside the red ring, the pie chart itself is divided into three sections. A light blue section is labeled ‘48% "I like it"’. A darker blue section is labeled ‘33% "I love it"’. The remaining portion of the inner circle is light grey.

An overwhelming majority (81%) of respondents said they “love” or “like” it when brands offer collectible items as promotions. Why? Because collectibles make the brand experience more exciting and joyful. As one respondent put it:

“Collectibles create a sense of excitement and nostalgia. They add an element of fun to everyday experiences and give me something to look forward to [from] the brand.”

But it’s not just about fun and games. Collectibles also forge a deeper connection between customers and the brands they love by offering tangible mementos. In the words of another respondent, “It’s a part of the brand that you can keep with you forever!” By offering collectibles, brands can show off their creativity and personality in new and innovative ways.

The survey also found that the most motivating types of collectible promotions are:

  1. Free gifts with purchase
  2. Items that are “just too cute” to pass up
  3. When the proceeds go to support charity
  4. Collectibles based on popular licenses, characters or celebrities
  5. Limited time offers that create a sense of urgency
  6. Yearly/seasonal promotions that become a tradition to look forward to

The impact on brand perception is clear. 71% agreed that collectibles make them happy and 62% said they make them like the brand more. Collectibles also have the power to drive traffic: 76% agree that a collectible promotion “gets my attention” and a whopping 63% felt collectibles would entice them to visit or purchase from the brand.

When brands offer collectibles…

A multi-row infographic presenting data on consumer responses. Each row has a bar of text and a corresponding pie chart with a numerical percentage and a related icon. The top row has a blue bar with the text ‘It makes me happy’ and a pie chart with a blue section for ‘71%’ and a smiley face icon. The second row has a grey bar with the text ‘It gets my attention’ and a red pie chart with a red section for ‘76%’ and an exclamation mark icon. The third row has a blue bar with the text ‘It makes me like that brand more’ and a blue pie chart with a blue section for ‘62%’ and a heart icon. The bottom row has a grey bar with the text ‘It entices me to want to visit/purchase from that brand’ and a red pie chart with a red section for ‘63%’ and a shopping bag with a heart icon.

So if you’re looking to create a stronger bond with your customers, especially Millennials and Gen Z, consider incorporating contemporary collectibles into your marketing strategy. Not only will you add some excitement and joy to your brand, but you’ll also make your most loyal fans feel truly connected to you. C3 can help!

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Source: C3 Collectibles Study with Gen Z/Millennials, n=400, March 2024

About C3

C3 is an industry-leading design and brand marketing agency with more than 38 years of experience creating connections with customers, from families with children to Gen Zers. We provide insights, strategy, creativity and supply-chain expertise to build smart marketing programs around fully custom products, like kids’ meal toys, collectibles and other branded entertainment. We design and produce brand experiences you can touch — and that’s more powerful than a marketing message alone. A C3 product ignites a moment of joy and creates brand loyalty that lasts.