Why Gen Z and Millennials Are Obsessed with Kidult Toys

Reclaiming Play: The Rise of Kidult Toys in 2025

If someone told me five years ago that my shelf would be stacked with Pokémon cards, tiny plastic Kirby figurines, and a Squishmallow shaped like a toast with a face, I probably would’ve laughed. Now it’s just another Tuesday in my apartment.

Welcome to the world of kidulting. It's where the line between adulting and play is blissfully blurred. This isn't about being immature or stuck in childhood. It's about embracing joy, nostalgia, and some seriously cute toys that are as therapeutic as they are aesthetic.

And Gen Z? We’re leading the way.

What Is a Kidult Toy?

A kidult toy is exactly what it sounds like. It's a toy marketed towards adults, often with nostalgic or collectible appeal. Think retro video games, plushies, high-end LEGO architecture sets, or anime figurines that cost more than your last grocery run. They’re not just for play. They’re often for display, content creation, relaxation, and joy.

The kidult market is now worth over one billion dollars globally. It's only growing. Toy companies like Hasbro, Mattel, and Bandai Namco are all-in, creating full adult collector lines. Gen Z and Millennials miss play. And more importantly, we’re done pretending we don’t.

Why Gen Z Is Embracing Toys Again

Growing up in the chaos of the 2010s and 2020s has been a wild ride. Pandemic stress, climate anxiety, and constant doomscrolling make it clear why we crave softness and nostalgia.

For some of us, opening a Tamagotchi hits harder than therapy. For others, unboxing Pokémon cards scratches the same dopamine itch as getting a fresh pack of gum in middle school.

It’s also about control. In a world where everything feels uncertain, kidult toys give us something simple and comforting to hold onto.

I started collecting vintage Polly Pockets during lockdown. It felt silly at first, but I quickly realized it was one of the few things that made me smile. Now it’s part of my morning ritual. Coffee, quick scroll, and opening a tiny pastel compact from 1994.

The Most Popular Kidult Toys in 2025

Here’s what’s filling carts and shelves right now. TikTok-approved, Gen Z-loved, and totally adult-worthy.

1. Squishmallows

These ultra-soft plush toys are more than cuddly. They’ve become unofficial emotional support items. Some people collect them like trophies. Others just need a squish after a long day.

Why we love them: Cozy textures, cute designs, and a strong online community for trading and showcasing collections.

2. LEGO Adults Welcome Series

Forget the kiddie sets. These are next-level builds. Botanical gardens, jazz clubs, even Van Gogh’s “Starry Night.” They're meant to challenge and chill you out at the same time.

Personal fave: The LEGO Bonsai Tree. I built it on a quiet Sunday afternoon, and it felt like meditation.

3. Funko Pop! Vinyls

From Marvel to anime to viral memes, there’s a Funko Pop for everyone. People don’t just collect them. They use them to decorate, flex on TikTok, or build fandom shrines.

Tip: Limited editions can sell for triple their value. Watch the market and trade smart.

4. Hot Wheels for Adults

Yes, Hot Wheels are still a thing. Adult collector editions come with real rubber tires, insane detailing, and display-worthy packaging.

It’s part car culture, part art, and 100 percent nostalgia.

5. Tamagotchis

They’re back and way smarter. Some versions now connect to your phone or double as wearable accessories. Bonus points if your digital pet is a goth alien bat or anime collab version.

Keeping one alive? Lowkey feels like an accomplishment.

6. Gundam Model Kits (Gunpla)

These are for the builders. If you’re into anime, mech-core, or tiny details, Gunpla hits hard. They range from beginner-friendly to wildly advanced.

Start with High Grade kits and work your way up. Master Grade kits are engineering puzzles disguised as toys.

7. Labubu Figures

Labubu is the mischievous little creature from the POP MART universe, and Gen Z is absolutely obsessed. These vinyl collectibles blend creepy-cute aesthetics with high-end design. Whether you're into the classic brown Labubu or rare collab editions like Spooky Carnival or Forest Night, there's one for every vibe.

Labubu isn’t just a figure. It’s a whole personality. Plus, unboxing mystery boxes has become a ritual for collectors and TikTok creators alike.

8. Fidget Toys and Sensory Collectibles

Pop Its, infinity cubes, kinetic sand, textured slime. They’re satisfying, calming, and great for decompressing after a long day. Neurodivergent friendly and stress-tested by finals week survivors.

9. Nendoroids and Designer Art Toys

Imported, collectible, and incredibly cute. These small posable figurines often come from anime or pop culture and are perfect for shelf decor or photography.

They blur the line between toy and art piece.

Beyond Play: What These Toys Really Mean

Kidulting is about more than collecting. It’s about reclaiming softness in a world that constantly demands productivity. For Gen Z, it’s about resisting burnout culture with things that make us smile.

We’re not clinging to childhood. We’re choosing joy on our terms. Whether it's frogs in mushroom hats or anime-themed LEGO builds, it’s a form of self-expression.

Your toy shelf says something about you. Your vibe. Your fandom. Your mood board brought to life.

Is It Just a Trend?

Nope. Kidult toys are not a phase. They’ve already reshaped how brands think and how we define adulthood. Adult toy aisles, plushy restocks at midnight, fandom stores inside major malls — it’s all real now.

Birthday gifts are more likely to be Nendoroids or plushies than wine bottles. Room decor leans more toward cute collectibles than neutral minimalism.

We’ve redefined grown-up living and we’re not going back.

So if you’ve been eyeing that plushie or wondering if it's too late to start collecting Pokémon again, here's your answer. Go for it. You’re not too old. You’re just choosing joy.

Play isn’t just for kids anymore. It’s for everyone who wants to feel something real, soft, and just a little bit nostalgic.

Stay playful with more takes on Gen Z lifestyle and trends at Woke Waves Magazine.

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