{"id":50776,"date":"2022-11-21T11:15:57","date_gmt":"2022-11-21T10:15:57","guid":{"rendered":"https:\/\/grupowdi.com\/?p=50776"},"modified":"2026-10-20T19:59:06","modified_gmt":"2026-10-20T17:59:06","slug":"kidults-new-target-audience","status":"publish","type":"post","link":"https:\/\/grupowdi.com\/en\/2022\/11\/21\/kidults-new-target-audience\/","title":{"rendered":"Kidults: the keys to understanding a new target audience"},"content":{"rendered":"\r\n

Adults wearing licensed<\/strong> T-shirts. Adults collecting action figures<\/strong> as if they were treasures. Families travelling to theme parks<\/strong> where it is the parents who are most excited to go. Adults buying special editions of the comics<\/strong> from their childhood. No, this is not Peter Pan syndrome. We are talking about kidults<\/strong>, a new target audience well worth considering when defining your marketing strategies.<\/p>\r\n\r\n\r\n\r\n

Who are kidults?<\/h2>\r\n\r\n\r\n\r\n

Kidult<\/strong> comes from combining the words kid<\/em> and adult<\/em>. We are talking about adults aged 20 to 45<\/strong> who retain tastes and consumer habits traditionally associated with childhood<\/strong>. The term may be new to you, but we are sure you have already noticed these behaviours around you (if you are not one of them yourself). Brands have realised this and are learning how to make the most of it.<\/p>\r\n\r\n\r\n\r\n

Toy companies are a good example. Traditionally, parents played the role of buyers<\/strong> and children were the users<\/strong> of the products. But they have seen that toys are not only coveted by children; more and more adults<\/strong> are buying them for their own enjoyment. Whether to collect them or as a form of leisure<\/strong> (as with puzzles<\/em> and building blocks<\/em>, for example), adults are becoming a segment worth considering in their marketing strategies and new product lines.<\/p>\r\n\r\n\r\n\r\n

\"Kidult<\/figure>\r\n\r\n\r\n\r\n

This is borne out by data such as the market study carried out by NPD<\/a>, which found that toy sales rose by 12% in 2021<\/strong> in the over-13s<\/strong> segment, meaning this segment now accounts for 22% of total revenue<\/strong> in the toy market.<\/p>\r\n\r\n\r\n\r\n

Keys to understanding kidults<\/h2>\r\n\r\n\r\n\r\n

To better understand this target audience, there are several keys:<\/p>\r\n\r\n\r\n\r\n