What does kidult mean? Definition, examples and economic classification

The term “kidult” has been around in the US since the 1960s. The importance of the social group described in this way is enormous. We present the definition and examples for it.

Kidult – what is it?

According to the British dictionary Oxford Dictionary is a Kidult an “adult with childlike preferences” – when used to describe a person. In addition, certain media described as “a genre of television shows, movies, or games intended to appeal to both children and adults“.

The suitcase word kidult consists of the English terms kid (child) and adult (adult).

In other words, kidults are adolescents (older than 12 years old) or adults who have a great fondness for cartoons, superheroes and collectibles have that remind them of their childhood. They buy goods like action figures, Lego kits and dolls, which at first glance would be classified as “toys for children”. The toy and entertainment industry has long recognized this and offers corresponding products and media that Genus Kidult can be attributed.

Are kidults possibly adults with a mental disorder? No, not at all – one could say that they are simply people who have not lost their childhood instinct to play. The educationalist Dr. Volker Mehringer (Faculty of Philosophy and Social Sciences at the University of Augsburg) thinks that it is “perfectly okay” to be a kidult (Source: Deutschlandfunk). “An adult who still has many hobbies, who pursues playful activities and they say that has something to do with a love of life and joie de vivre.”

Examples of Kidult products and media

Many pop culture franchises can be attributed to the Kidult genre, but sometimes only partially. One of the most prominent examples, which is also popular in Germany, is the Danish toy manufacturer Legowho offers well-known buildings as a set with the Architecture series: Technically speaking, it is a toy – but it should appeal more to adults.

Further exampleswhere the term “kidult” may be relevant:

• The simpsons: The series, broadcast since 1989, is a kind of forerunner of the adult animated television genre. Peppered with jokes and digs at the stereotypical American family and society. The inventor Matt Groening paved the way for numerous cartoons, some of which are more consistently aimed at adults, for example Family Guy, American Dad!, Bob’s Burgers, BoJack Horseman and “Rick and Morty”.
• cinemamovies: An endless list could be made here alone. examples are Spirited Away (2001) or Sonic the Hedgehog (2020) – here children and adults are addressed equally (but in different ways). While a child Ghostbusters – The Ghostbusters (1984) may only see three funny guys with laser guns, as an adult you can recognize the humor between the lines, which deals with serious topics such as loneliness and criticism of capitalism. Current examples that will probably not only attract children to the cinema are Barbie (by Greta Gerwig, coming in 2023) and The Super Mario Bros Movie (also 2023).

• star Wars: The space opera about the Skywalkers, the empire and the “force” has been a hit for decades. The films and series run on Disney+ and are extremely successful. Merchandise (action figures, Lego kits, novels & comics, video games) is a billion dollar business. Anyone who saw “Star Wars: Episode I – The Phantom Menace” (1999) as a child is around 30 years old today – and maybe still enthusiastic about the Star Wars universe.
• Marvel Cinematic Universe (MCU): What started with comic books (Spider-Man, Iron Man, Captain America, Thor, Hulk etc.) is now a massive franchise of films and series. It is the most successful film series in cinema history – a success that is certainly due in large part to the adult audience.
• Masters of the Universe (MOTU): The franchise of the toy manufacturer Mattel depicts the eternal struggle of Prince Adam He-Man vs. Skeletor. It all started in the early 1980s, the latest offshoot is the series Masters of the Universe – Revelation (2021) on Netflix. For old (and well-preserved) action figures from the early days, collectors (today mostly men over 40 who were 5 at the time) will put several thousand euros on the table at specialized dealers without batting an eyelid.

What is the economic importance of kidults?

The US market research institute NPD Group estimates Kidults as currently the “biggest engine of growth for the entire toy industry” (Source: CNBC), they are “responsible for a quarter of all toy sales worth US$ 9 billion annually”.

The group of collectors who buy (vintage) toys to keep, display or resell for profit. Nostalgia and business interests mix here – both aspects that children can do little with.

The retailer Andi Daniel (Fantasy Strongvision, Esslingen) is familiar with the collecting scene and is one of the best-known toy hunters in Germany: “You wouldn’t believe how many adults collect toys. It doesn’t matter whether it’s Star Wars, Turtles or Masters of the Universe – if the corresponding franchise awakens childhood memories, then there’s no stopping them. A large part of my clientele has both feet firmly on the ground, has a job and a family. Working with toys from yesterday and today brings relaxation, exchange with like-minded people and creates a bridge to your own children,” Daniel told GIGA.