[Youth Report] What's Wrong with My Age... Adults Hooked on Toys

Adults Opening Wallets for Toys like Figures and Lego
Popularity Rises as Time Spent at Home Increases Due to COVID-19

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Recently, the number of 'kidult' enthusiasts who generously open their wallets for old toys is increasing. 'Kidult' is a compound word of 'kid' and 'adult,' referring to adults who still possess childlike sensibilities and tastes despite being grown-ups. Once considered immature adults, kidults who boldly invest in figures, Lego, and more are now viewed more positively as personal tastes have become more respected in today's society.

The 'Kidult' Market Surpasses 1 Trillion Won... Impact of Harsh Realities

[Image source=Pixabay]

Riding on childhood nostalgia, the kidult market is growing. According to the Korea Creative Content Agency, the domestic kidult market size was about 500 billion won in 2014 but grew to 1.6 trillion won by 2021, and it is expected to grow up to 11 trillion won in the future.

The increase in kidults is attributed to harsh realities and uncertain futures. It reflects a psychological desire to escape the tough present and find comfort by recalling happy childhood memories. The COVID-19 pandemic also played a role. As people spent more time at home, consumers increasingly sought toys like Lego and Playmobil that can be enjoyed indoors. Other factors include the spread of social networking services (SNS) and the effects of an aging population.

Office worker Kim (29), who said he likes the Kakao Friends character 'Chunsik,' said, "I started collecting related goods one by one since the Chunsik character came out. When I was a child, even if there were products with my favorite characters, I couldn't buy them freely. But now that I work, I buy any goods I like immediately."

Meanwhile, office worker Ahn (27), who recently watched the Japanese animated film 'Slam Dunk,' said, "After watching the 'Slam Dunk' movie, I bought the entire set of comic books. They said they will open a pop-up store again in May, so I plan to go there as well."

Investing with Toys... 'Kidult Investment'

[Image source=Pixabay]

Recently, some people have started collecting toys and comic books not just as hobbies but as investments. For example, they collect limited edition figures and resell them at a higher price to make a profit.

A representative kidult investment is 'Lettech (Lego + investment).' Lego discontinues production of models after a certain sales period (usually 2-3 years), no matter how well they sell. Due to the variety of types, it is difficult to maintain production lines for a long time. This scarcity causes Lego to be sold at high prices in the resale market.

The return on Lettech is also good. According to the British daily newspaper The Telegraph, comparing the average annual returns of stocks, gold, and Lego over the past 15 years, Lettech was the only one to achieve a 12% return. Stocks rose only 4%, and gold was 9.6%.

Meanwhile, the kidult craze is also attracting attention from the fashion industry. Luxury brand JIMMY CHOO celebrated the 30th anniversary of 'Sailor Moon' this year by releasing shoes and accessories themed around the 'Moon Fairy.' Also, British fashion brand JW Anderson made headlines last year by launching a collection in collaboration with the domestic animation 'Run Hani.'