A study of NPD Group realized the purchasing power that the “kidult” has in the toy market.
HKTDC discovered what motivates a minor to get a toy.
Toys are a product that have found important consumer niches to be sold.
“kidult” is a term that has begun to be used, due to the increase in sales within the toy industry, which led to inquire what this increase was due to, until finding the person to whom such registration was due.
The series of reasons to buy a toy are diverse, but there is a common one in all the arguments that the consumer gives, to inform why he would buy a product of this type; it’s the fun you get from it.
53 percent said a HKTDC, who buys it to develop skills in children; 46 percent, to help them be inspired and strengthen their intelligence and 26 percent, to make them happy.
“This statistic shows the results of a survey on parents’ reasons for buying children’s toys in China at the end of 2018. During the survey period, about 53 percent of surveyed Chinese parents said they bought toys to help to develop the abilities of their children”, explained Yihan Maanalyst of Statistapresenting the conclusions of the investigation that took place in China.
“Kidult” (adult child)
Talking about new consumer profiles in the market obeys the consumption patterns that are being registered around them, thereby determining activities that are used by brands to generate special products or activities that become strategic to consider.
brands like Star Wars, Lego, as well as others that have emerged from cartoons and series are the object of purchase of this consumer profile, for whom launches have been made especially designed for their purchasing interest, which has accounted for a quarter of all toy sales registered in all the world.
The “kidults”, as this consumer profile has begun to be called, according to a study by NPD Groupare responsible for 9 billion dollars, over the total toy sales registered worldwide.
According to the study, it is interesting to see the evolution in sales of various categories such as board games, which found their best commercial showcase in the health contingency, to later, in the three quarters of 2022, register a drop of three percent.
Given inflation, a high cost of toys, explains the study, has helped the industry maintain income that helps to stabilize, added to the purchasing power of the “kidult”, who decides to buy cartoon-inspired toys, for example, in order to have fun.
As in this case, we have learned of various situations that have to do with the way in which brands influence the life of the consumer, triggering increasingly relevant elements, such as those that at the time have been identified around licenses.
In a projection inside of the “Top 150 Global Licensors”he realized that The Walt Disney Company tops the list of brands that generate sales in retail based on licenses, which gives us an idea of the sales capacity of stories featuring characters and the value of a toy when it makes a connection with the consumer, such as the “kidult”.