Insights

The Rise of Kidults: Why They Matter and Why Brands Should Be Paying Attention

The Rise of Kidults: Why They Matter and Why Brands Should Be Paying Attention
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An infographic with photos of adults holding collectible toys, plushies, and themed drinks, under the heading “The Restaurant Industry Is Embracing Kidults.” A callout reads, “Kidults want their own version of a kids’ meal toy.” A poll graphic asks, “We asked: When brands offer collectibles, what do you think?” with a circular chart showing “81% love it or like it” (segments labeled 33% “love it” and 48% “like it”). Another section titled “Fun Builds Your Brand” lists reasons adults respond positively to collectibles: “It makes me happy,” “It gets my attention,” “It makes me like that brand more,” and “It entices me to want to visit/purchase from that brand,” each paired with small pie-chart icons. A survey section asks Gen Z and millennial adults: “Which of the following types of collectible promotions would most motivate you to go to a restaurant or store?” with bar-style graphics showing: “When they’re free giveaways – 44%,” “When the item(s) are just too cute – 39%,” and “When the proceeds go to charity – 36%.” Another heading asks, “What are the emotional drivers for kidults?” with colored blocks listing: “Nostalgia and the comfort it brings in a stressful world,” “Tangible connection in a digital world – Give me memorable experiences!,” “The thrill of the chase and the collector mindset – I wonder which one I’ll get? I want to complete the set!,” “Cross-generational connection – Parents get to share some of their favorite childhood memories with their kids,” and “‘Little treat’ culture – I can’t afford a house, but I can find joy in small, fun purchases.” At the bottom, a quote from a survey respondent reads: “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.”
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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.