Family interactions are becoming increasingly fragmented these days, with children often choosing their smartphones and video consoles over spending time with family. A study by Qustodio revealed that two out of three parents said screens disrupted family time, while sociologist Sherry Turkle, in her book Alone Together, argued that our constant connectivity is leading to emotional distance within families. 

A growing trend in kidult consumerism is unexpectedly playing a role in improving the situation. The term kidult originated in the 1950s, when the TV industry used it to describe adults who enjoyed children's TV programs. Today, the modern kidult is driving a demand for nostalgic toys and collectibles, such as LEGO sets, action figures and board games. But why this relatively new consumer behaviour? Some say it is driven by a need to find comfort in things that remind us of our childhood, offering momentary escapism from the stresses of daily life and responsibilities. 

Whatever the reason, the rise of the kidult has already had a significant impact on the toy industry. In the UK, adults purchasing toys for themselves now accounts for £634 million of the toy market, making up an impressive 18% of the overall spend, and in the US, adult consumers spent over $1.5 billion on toys in the first quarter of 2024, surpassing sales for young children for the first time.  

This resurgence of interest in nostalgic toys is not just redefining markets but also highlighting a potential solution to a growing family challenge. As a mother of two, I’ve seen first-hand how the digital world is affecting the time parents spend with their kids. The constant distraction of smartphones and social media has led to more alone time, leaving us parents struggling to engage and making it increasingly difficult to connect as a family. 

Board games have always been a great way for my competitive family to connect. From Monopoly to Trivial Pursuit, and The Game of Life to Articulate, we’ve continually adapted our choice of game to fit the age and interests of our growing kids. However, with the increasing pull of digital devices, even this is becoming a bigger struggle, trying to coax everyone up to the kitchen table! Seeing an opportunity, the more savvy game manufacturers have started to create board games based on popular TV shows like Race Across the World, The Traitors, and Catchphrase. These games cleverly transform family viewing from a passive activity into an interactive, collaborative experience, bringing the excitement of the screen to the table and making it easier for families to continue bonding beyond the TV. 

I wonder then, as digital distractions continue to pull families in different directions, could the growing kidult trend offer a much needed antidote to family disengagement? By designing toys and games that appeal to both adults and children, manufacturers have a unique opportunity to create shared family experiences that bridge generational gaps. These products could offer additional challenge and complexity to engage kidults, whilst remaining accessible enough for children, encouraging families to reconnect and enjoy quality time together in an increasingly digital world. 

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