Remember when buying toys as an adult meant awkwardly mumbling "it's for my nephew" at checkout? Those days are officially over. Adults are now openly embracing their toy purchases, and the industry is taking notice.
"Kidults" are responsible for one-fourth of all toy sales annually, around $9 billion worth, and frankly, it's about time we started taking them seriously. These aren't impulse buyers—they're sophisticated consumers with disposable income, discerning tastes, and they actually know what they want.
In 2024, adults ages 18 and older contributed over $1.5 billion in sales in the first quarter alone, overtaking the 3- to 5-year-old segment to become the most important age group for the toy industry. For retailers, this matters because "kidults" buy more expensive items and keep extensive collections. Higher margins, better inventory turnover, and customers who read instruction manuals before calling with complaints.
Simply put, if your business strategy doesn't include courting adult consumers, you're leaving money on the table.
What's Driving This Growth?
Two forces: nostalgia and sophistication. Adults want toys that remind them of childhood, but many adults bring technical backgrounds and analytical mindsets to their purchases. They understand engineering principles, appreciate precision, and have the patience for complex builds that frustrate younger enthusiasts.
This isn't pandemic-fueled boredom spending—it represents a fundamental shift in how adults view leisure activities.
Why STEM Products Are Perfect for Adult Customers
STEM products—especially model rockets—represent the sweet spot where nostalgia meets thrilling hands-on creation. While other toys rely purely on childhood memories, model rockets deliver genuine technical satisfaction—from understanding recovery systems to calculating optimal thrust-to-weight ratios. Adults appreciate products that respect and challenge their intelligence and capabilities.
Consider the progression path: A customer starts with the ULA Vulcan—a beginner-friendly 1:100 scale model that introduces basic rocket principles without overwhelming complexity. Once they master single-stage flight, they're ready for the Mayhem, a sophisticated two-stage rocket that can reach 2,100 feet and includes a payload bay for experiments. The advanced builder eventually graduates to the Pro Series II Vogel—a towering 64.5-inch rocket capable of soaring up to 2,000 feet, features a dual parachute recovery system, and can be used to obtain level 1 high power certification.
This progression path not only offers higher margins and deepens engagement but also transforms customers into community builders. They join local NAR clubs, mentor newcomers, and organize launch events. One enthusiastic adult can bring several new people into the fold—something traditional toys almost never achieve.
The technical complexity that might intimidate a parent shopping for their child becomes a selling point for adults. Detailed instruction manuals, precision-molded components, and engineering challenges aren't obstacles—they're features that justify premium pricing and build brand loyalty.
Your Strategy for Capturing This Market
Smart retailers are creating dual positioning for rockets—maintaining visibility for young builders while adding dedicated sections that showcase the technical sophistication older consumers crave. This isn't about abandoning the family market; it's about maximizing appeal across age groups. Adult customers are willing to pay premium prices for quality products that offer genuine technical challenge and impressive results.
With 43% of adults purchasing a toy for themselves in the past year, the question isn't whether adults will continue buying toys. It's whether your store will position itself to capture this lucrative segment.
Stop thinking of adult customers as overgrown kids and start treating them as sophisticated buyers. Your profit margins will thank you, inventory will move faster, and you might discover that your most enthusiastic customers aren't the ones who need a booster seat to reach the counter.
The "kidult" toy market is heading for the stratosphere. The only question is whether you're going to be on board for the ride.
Sources:
- Circana U.S. Toy Industry Reports
- CNBC Market Analysis Reports
- Kadence Global Market Research
- ASD Market Week Industry Analysis
