Adult Collectables Rise in the UK
The Rise of the Kidult Collector: When Playtime Becomes a Priceless Pursuit
The world of collectables often conjures images of rare stamps or vintage coins. However, a new breed of collector is emerging, one who seeks solace and joy in the nostalgic embrace of toys and plushies. Consequently, this trend is reshaping the market and blurring the lines between childhood play and adult passions. Indeed, the rise of the "kidult" collector is a fascinating phenomenon worth exploring.
For Amanda Hope, a 36-year-old technology professional from Surrey, this passion translates into a considerable investment in Jellycat plush toys. She readily admits to spending over £3,000 on these soft, whimsical creatures. Admittedly, this might seem like a significant sum. Yet, Amanda, like many others, finds immense value in the comfort and joy these items bring. Furthermore, she cherishes their endearing characteristics, suggesting a deeper emotional connection.
Evidently, Amanda’s story isn't unique. Across the UK, adults are increasingly embracing toys and collectables. For instance, social media platforms are awash with images of impressive collections. These collections range from intricate Lego sets to meticulously curated miniature figurines. Besides, this demonstrates a growing appetite for playful pursuits amongst mature audiences.
In fact, market research supports this observation. According to Circana, a market research firm, approximately 20% of all recreational items are now purchased by adults for their own enjoyment. More specifically, this represents a significant shift in consumer behaviour. Moreover, studies suggest that these collecting habits offer psychological benefits, particularly during stressful times. Therefore, engaging with these objects provides a sense of comfort and control.
The Allure of the Miniature: Beyond Child's Play
The appeal extends beyond plush toys. For example, decorative miniature figures and cheerful replicas of everyday items, like beverage containers, are also highly sought after. Prices vary dramatically, depending on the rarity and desirability of the item. For example, some highly coveted items can fetch prices as high as £700. Moreover, construction sets designed specifically for adults can easily exceed £730. Similarly, this signifies a willingness among adult collectors to invest substantial amounts in their hobbies.
Consequently, financial experts are taking notice of this trend. Susannah Streeter, head of money and markets at Hargreaves Lansdown, highlights the significance of the adult collectables market. Although the broader toy industry experienced a slight dip of 0.6% in 2024, collectable merchandise achieved record sales. In addition, this demonstrates the resilience and growing popularity of this niche market. Indeed, even in times of economic uncertainty, adults continue to prioritise these playful purchases.
Interestingly, some marketing strategies employed by toy manufacturers further fuel this trend. For instance, the use of blind boxes, where the contents remain hidden until purchased, encourages repeated purchases. Besides, the element of surprise and the desire to complete a collection can be highly addictive. Streeter believes that this behaviour is driven by a combination of factors. On one hand, there is a desire to connect with a community of like-minded individuals. On the other hand, there is a need to find comfort and familiarity in cherished objects.
Stress Relief in Bricks and Figures: A New Kind of Therapy
Elle Lynn, a 23-year-old enthusiast, echoes this sentiment. She estimates that she has invested approximately £2,800 in various collections. Specifically, she values construction sets for their stress-reducing properties. In particular, she finds them helpful during intense workdays. Furthermore, the act of building and creating provides a welcome distraction from the pressures of modern life.
Evidently, the retail sector is adapting to cater to this growing demand. Retailers now offer specialised shopping experiences and dedicated sections for adult collectables. Also, social media platforms play a crucial role in driving these trends. Melissa Symonds, executive director, UK toys and entertainment at Circana, emphasizes the influence of digital platforms in reviving interest in established brands. For example, millions of people are viewing related content, discovering new collectables, and connecting with fellow enthusiasts.
Jessica, a 22-year-old collector, exemplifies this trend. She regularly allocates a portion of her income to expand her collection, which is currently valued at over £1,000. Moreover, she draws parallels between the current phenomenon and collecting crazes from previous decades. Ultimately, she believes that this is a natural human impulse. In other words, she thinks it is a way of connecting with the past and finding joy in the present.
The Scarcity Factor: Driving Demand and Shaping the Market
Importantly, market scarcity often plays a significant role in driving up the value of collectable items. Consequently, limited edition releases and discontinued lines can command exorbitant prices on the secondary market. Indeed, this creates a dynamic where the pursuit of rare items becomes a key aspect of the collecting experience. However, some collectors express concerns about inflated prices and the potential for exploitation.
For example, the resale market can be a double-edged sword. On the one hand, it provides an opportunity for collectors to acquire items they might have missed initially. On the other hand, it can lead to artificially inflated prices, making it difficult for genuine enthusiasts to participate. Moreover, industry analysts predict continued growth in the adult collector market. Consequently, several emerging brands have the potential to gain prominence in the plush toy sector and beyond.
Interestingly, the appeal of adult collectables extends beyond simple nostalgia. For example, many adults find that these items offer a sense of control and order in an increasingly chaotic world. Besides, meticulously curating a collection can be a rewarding and fulfilling experience. Also, the act of displaying and sharing these collections can foster a sense of community and connection.
Beyond Nostalgia: Finding Order and Connection
Therefore, it’s crucial to recognise the different motivations behind this phenomenon. Certainly, nostalgia plays a part, reminding collectors of simpler times and cherished memories. However, the desire for connection and the search for meaning are equally important. For example, collecting can provide a sense of purpose and belonging, particularly for individuals who may feel isolated or disconnected. Moreover, sharing a passion with others through online forums and social media groups can create lasting friendships.
Furthermore, consider the evolving definition of "play." For many adults, play is not simply a frivolous activity. Instead, it is a vital form of self-expression and a means of coping with stress. In fact, engaging with toys and collectables can provide a much-needed escape from the pressures of work and everyday life. In addition, it can help adults reconnect with their inner child and rediscover the joy of simple pleasures.
Undoubtedly, the rise of the kidult collector represents a significant cultural shift. Consequently, it challenges traditional notions of adulthood and redefines the boundaries of play. However, it also highlights the importance of creativity, connection, and self-expression in maintaining well-being. More importantly, it underscores the fact that play is not just for children; it is a fundamental human need that continues to enrich our lives, regardless of age.
The Psychology of Collecting: Comfort in Familiar Forms
Moreover, experts in psychology offer further insights into this phenomenon. For example, collecting behaviours can be linked to a deep-seated human desire for completion and order. In addition, the act of acquiring, organising, and displaying a collection can provide a sense of accomplishment and control. Moreover, the familiar forms and textures of toys and plushies can evoke feelings of comfort and security, reminiscent of childhood.
Furthermore, the act of collecting often involves research, knowledge acquisition, and strategic planning. For instance, collectors may spend hours researching the history and provenance of specific items. Besides, they may develop sophisticated strategies for acquiring rare and valuable pieces. Also, this intellectual engagement can provide a stimulating and rewarding challenge.
In addition, the social aspect of collecting cannot be overlooked. For example, collectors often connect with one another through online forums, social media groups, and in-person events. Besides, sharing their passion with others can create a sense of community and belonging. Also, the exchange of knowledge and expertise can foster a spirit of collaboration and mutual support.
Retailers Respond: Curating Experiences for Adult Collectors
Given the increasing prominence of adult collectors, retailers are actively adapting their strategies to cater to this demographic. For instance, many stores are creating dedicated spaces within their premises specifically designed to appeal to adult sensibilities. Moreover, these spaces often feature curated displays, informative signage, and knowledgeable staff who can offer expert advice. Similarly, online retailers are enhancing their websites with improved search functionality, detailed product descriptions, and customer reviews tailored to the adult collector.
Furthermore, some retailers are going beyond simply selling products and are creating immersive experiences that resonate with adult collectors. For example, they might host exclusive events, workshops, and demonstrations featuring leading figures in the collecting world. Besides, these events offer collectors the opportunity to connect with one another, learn new skills, and gain insights into the latest trends. Also, these initiatives help to foster a sense of community and loyalty among adult collectors.
Undoubtedly, the success of these retail strategies hinges on understanding the unique needs and motivations of adult collectors. Therefore, retailers need to move beyond the traditional notion of toys as simply children's playthings and recognise their broader cultural and emotional significance. Indeed, by treating adult collectors with respect and providing them with the resources and experiences they desire, retailers can tap into a lucrative and growing market.
The Influence of Social Media: Amplifying Trends and Connecting Communities
As mentioned earlier, social media plays a pivotal role in shaping and amplifying the adult collectables trend. For instance, platforms such as Instagram, TikTok, and YouTube are awash with content showcasing impressive collections, unboxing videos, and detailed reviews of various items. Moreover, these platforms provide a space for collectors to connect with one another, share their knowledge, and build communities around their shared passions.
Indeed, the visual nature of these platforms makes them particularly well-suited to showcasing collectables. For example, collectors can use high-quality images and videos to highlight the intricate details and unique features of their prized possessions. Besides, they can create engaging narratives around their collections, sharing stories about how they acquired specific items and what they mean to them. Also, this allows them to connect with a wider audience and inspire others to pursue their own collecting interests.
Furthermore, social media algorithms can play a powerful role in promoting specific trends and brands within the adult collectables market. For instance, if a particular item or brand starts to gain traction on social media, the algorithm is likely to amplify its reach, exposing it to even more potential customers. In addition, this can create a self-fulfilling prophecy, where popular items become even more popular, driving up demand and further fueling the collecting craze.
Emerging Trends: Beyond Plush Toys and Building Blocks
While plush toys and construction sets remain popular choices among adult collectors, the market is constantly evolving and diversifying. Consequently, new trends are emerging all the time, reflecting the changing tastes and interests of adult consumers. For example, there has been a surge in interest in vinyl figures, designer toys, and art collectables. Moreover, these items often appeal to adults who appreciate sophisticated design, craftsmanship, and artistic expression.
Furthermore, the rise of pop culture has also had a significant impact on the adult collectables market. For instance, limited-edition figures and merchandise based on popular films, TV shows, and video games are highly sought after by adult collectors. Besides, these items allow collectors to connect with their favourite characters and stories in a tangible and meaningful way. Also, the scarcity and collectability of these items often adds to their appeal.
The Environmental Impact: A Growing Concern for Collectors
However, as the adult collectables market continues to grow, it's important to consider its potential environmental impact. For instance, the production and distribution of toys and collectables often involves the use of plastics and other non-sustainable materials. Moreover, the packaging and shipping of these items can generate significant amounts of waste. Therefore, it is crucial for both manufacturers and collectors to adopt more sustainable practices.
Indeed, some manufacturers are already taking steps to reduce their environmental footprint. For example, they are using recycled materials, reducing packaging waste, and implementing more energy-efficient production processes. Besides, some are partnering with environmental organisations to offset their carbon emissions and support conservation efforts. Also, this is a positive step in the right direction. It shows that the industry is beginning to recognise the importance of sustainability.
Furthermore, collectors themselves can play a role in reducing the environmental impact of their hobby. For instance, they can choose to purchase items made from sustainable materials, recycle packaging waste, and avoid buying unnecessary items. Besides, they can support manufacturers and retailers who are committed to sustainable practices. Also, by making conscious choices, collectors can minimise their environmental footprint and contribute to a more sustainable future for the adult collectables market.
The Economic Implications: A Boost for the Toy Industry?
From an economic perspective, the rise of the adult collectables market represents a significant opportunity for the toy industry. For example, it provides a new source of revenue and helps to offset declines in traditional children's toy sales. Moreover, it creates new jobs in manufacturing, retail, and distribution. Therefore, it’s important to understand the economic implications
Indeed, the adult collectables market is estimated to be worth billions of pounds globally, and it is expected to continue to grow in the coming years. Besides, this growth is being driven by a number of factors, including the increasing disposable income of adults, the growing popularity of social media, and the increasing availability of collectable items. Also, this growth presents a significant opportunity for the toy industry to expand its reach and increase its profitability.
Furthermore, the adult collectables market can also benefit local economies. For instance, collectable shops and events can attract tourists and generate revenue for local businesses. Besides, the creation of collectable-related jobs can boost employment rates and improve the overall economic health of a community. Also, this demonstrates the wider economic benefits of the adult collectables market beyond the toy industry itself.
The Future of Adult Collectables: Trends to Watch
Looking ahead, the adult collectables market is likely to continue to evolve and diversify. Consequently, several key trends are expected to shape its future direction. For example, the growing popularity of personalised and customisable collectables is expected to continue. Moreover, the increasing use of technology in the creation and distribution of collectables is likely to transform the market.
Furthermore, the rise of the metaverse and virtual collectables is creating new opportunities for collectors to acquire, display, and trade digital assets. For instance, non-fungible tokens (NFTs) are becoming increasingly popular as a way to own and trade unique digital collectables. Besides, the metaverse provides a virtual space where collectors can showcase their digital collections and connect with other enthusiasts. Also, this represents a significant shift in the way collectables are defined and valued.
In addition, the increasing focus on sustainability and ethical sourcing is likely to influence consumer choices within the adult collectables market. For example, collectors are becoming more aware of the environmental and social impact of their purchases. Besides, they are increasingly seeking out products that are made from sustainable materials and produced under ethical labour conditions. Also, this trend is likely to drive manufacturers to adopt more responsible practices.
Authenticity and Community: The Cornerstones of Collecting
Above all, authenticity and community remain the cornerstones of the adult collecting world. Collectors often express a deep desire to own genuine articles, fostering a strong connection with the object and its history. Furthermore, shared enthusiasm creates vibrant communities, both online and offline, where collectors exchange knowledge, showcase treasures and build lasting friendships. Therefore, these aspects are inseparable from the collecting experience.
Undoubtedly, authenticity also extends to the collector's personal journey. The individual's motivations, experiences and unique perspective shape their collection and contribute to its inherent value. For example, a particular item might hold special significance due to a personal memory or emotional connection. Besides, such personal narratives enhance the object's appeal and transform it from a mere commodity into a cherished keepsake. Also, this emotional connection is a core driver for many adult collectors.
Moreover, community plays a vital role in supporting and enriching the collecting experience. Through forums, social media groups and local gatherings, collectors connect with others who share their passion. Besides, this network provides a platform for sharing information, seeking advice and celebrating acquisitions. Also, such connections foster a sense of belonging and provide valuable emotional support.
Navigating the Pitfalls: Avoiding Scams and Fakes
However, the adult collectables market is not without its challenges. One of the biggest concerns is the prevalence of scams and counterfeit items. Therefore, collectors need to exercise caution and take steps to protect themselves.
For instance, it is crucial to research sellers thoroughly before making a purchase. Besides, checking reviews and verifying credentials can help to identify reputable dealers. Also, paying close attention to the item's description, images and provenance can help to spot potential red flags.
Furthermore, collectors should be wary of deals that seem too good to be true. Besides, counterfeiters often use low prices to lure unsuspecting buyers. Also, it is always advisable to purchase from trusted sources and to seek expert advice when in doubt.
The Future of Play: Embracing Inner Child
In conclusion, the rise of the kidult collector represents a fascinating cultural shift. It challenges traditional notions of adulthood and redefines the boundaries of play. Therefore, we see a growing acceptance of adults embracing their inner child and finding joy in the simple pleasures of toys and collectables.
Indeed, this trend reflects a broader societal shift towards prioritising well-being, self-expression and connection. For example, in an increasingly stressful and demanding world, many adults are seeking ways to de-stress, reconnect with their passions and build meaningful relationships. Besides, collecting provides a fulfilling outlet for these needs. Also, this underscores the importance of play throughout life.
Ultimately, the adult collectables market offers something for everyone, whether it's the thrill of the chase, the satisfaction of curating a collection or the joy of connecting with others who share a passion. Therefore, as the market continues to evolve and diversify, it is likely to remain a vibrant and engaging space for years to come. Moreover, by embracing responsible practices, collectors and manufacturers can ensure that the market remains both sustainable and ethically sound. Also, this will help to ensure its long-term viability.
By understanding the motivations, challenges and opportunities within the adult collectables market, we can gain valuable insights into the changing nature of adulthood, the importance of play and the enduring power of connection. Therefore, let us celebrate the kidult collector and embrace the joy of play, regardless of age.
