Marketers Identify a New Segment in the Toy Market They’re Calling “Kidults” – IOTW Report

Marketers Identify a New Segment in the Toy Market They’re Calling “Kidults”

BBC

Fail to buy the latest cuddly toy or collectable action figure and there will be tears and tantrums – and that’s just the grown-ups.

Sales to so-called “kidults” rose by 6% last year, bucking the 5% downturn in toy sales as a whole in the UK.

Adopting a “can’t beat them, join them” approach means this group is buying enough games and toys to account for more than a quarter of the market. More

Paul Joseph Watson is not impressed. Watch

18 Comments on Marketers Identify a New Segment in the Toy Market They’re Calling “Kidults”

  1. Shouldn’t kiddults really be kid dolts. I’m glad that I grew and up and never became a Peter Pan living a life of forever adolescence. This is the biggest reason that I hate Comic-Con, you can’t live your life pursuing childhood fantasies and living in a make-believe world. Call me an old fart or a fogie or a fossil or even whatever but I don’t care because I have a life and the perpetually adolescent have nothing but empty, mindless dreams of fantasy. And using illegal drugs will do the same with the state’s approval nowadays. Soma anyone!

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  2. This has always been true whether it’s model planes, trains, boats, motorcycles, hot rods, guns, whatever. It keeps us young and alive. Are we just to sit around and read Tolstoy and listen to opera?

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  3. My eldest daughter gave me a Tamagotchi for Christmas. I’ve had a lot of fun playing with it.

    Also, I’ve been playing Starfield (PC game) for a couple of months. I enjoy it (it isn’t for everyone).

    However, those Funko Pops are just stupid. They’re ugly and all look the same.
    All they’re good for is target practice (with a Red Ryder BB gun).

    They’re a good way to determine if someone is a dumbass or not though.

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  4. “Kidult”
    That’s how I feel every time I get behind the wheel of my 69 Mustang Mach 1.
    It’s really hard to keep the “16 year old” that is buried inside me from suddenly busting out and doing a massive burnout.
    (It only takes a wave or “woohoo” from a passerby to trigger it)

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  5. The ENTIRE POINT of creating the term “adolescence,” and dragging schooling out 12 long, pointless years, was to perpetuate childhood to the point that no serious responsibility or adult roles began when they should have. Just look at every commercial. The target of nearly all of them are children pretending to be adults (or adults who never bothered to grow up). “Better nuke it all from space….just to be sure.” – Ripley

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  6. For probably at least 10 years now almost every elementary school in the country has had “pajama days”, when everyone (including teachers and staff) wear pj’s. And “superhero days”. Go on almost any college campus today and you will likely see 20-somethings parading around in similar garb.

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