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'Kidults' aren't playing around. They're stealing the toy market.

Published: 03 Apr. 2026, 07:00

A customer observes toys displayed in a toy store in Dongdaemun District, eastern Seoul, on March 30. [NOH YU-RIM]

The number of kids is shrinking, but apparently, the toy market isn't worried because it's got a friend in adults instead.

From stress-relief toys to collectible figures, consumers in their 20s and 30s are driving toy sales as the low birthrate shrinks the traditional children’s market. The shift is prompting retailers to expand offerings for so-called “kidults” — a term combining “kid” and “adult” to describe adults who enjoy toys.

Stores lining the alleys of the Dongdaemun Stationery and Toy Market in Changsin-dong, Jongno District, central Seoul, were busy displaying toys to attract customers on Monday. Most shoppers picking up toys were in their 20s and 30s, while children were rarely seen.

Shelves featured items such as squishies — soft, sponge-like toys — and keyboard fidget clickers, keychain toys made with mechanical keyboard switches. These products have gained popularity among adult consumers after being widely shared on social media as tools for stress relief.

“This is my first time visiting after seeing posts about this place on social media, and I don’t feel out of place because a lot of the customers here are my age,” said Jeon I-hyeok, aged 28, who visited the store with their partner. “I’m satisfied because I was able to find rare figurines for a low price.”

As the low birthrate continues to shrink the traditional children-targeted industries, adult consumers are rapidly filling the absence. The toy industry is also expanding its product lines to target kidults.

A customer looks at squishies, a viral stress-relief toy on social media, in Dongdaemun District, eastern Seoul, on March 30. [NOH YU-RIM]

The shift is clearly reflected in the numbers. Spending on toys by consumers in their 20s and 30s surged 224 percent during the first half of last year compared to the previous year, based on payment data from NH Nonghyup Bank and NH Nonghyup Card customers.

Electronic games — a category popular among kidult consumers — accounted for 9 percent of total toy sales at Toys“R”Us, operated by Lotte Mart, in 2024, rising to 14 percent last year and 19 percent in the first quarter of this year.

At stationery franchise Artbox, the share of customers in their 20s and 30s increased steadily, reaching 65 percent in 2023, 67 percent in 2024 and 70 percent last year. As a result, Artbox recorded 269.7 billion won ($178 million) in sales last year, up 8.8 percent from a year earlier. Compared with 2021, when sales stood at 131.4 billion won, revenue has more than doubled.

Industry experts point to growing demand for retro trends and increased purchasing power among adults as key drivers.

A customer browses mini car figures at the Toys“R” Us Jamsil branch in Songpa District, southern Seoul, on April 2. [LOTTE MART]

“Collaborative products based on intellectual property such as 'Robot Taekwon V' (1976), a classic Korean robot character, and ‘Fly, Superboard' (1990-2002), a popular animated series, are very popular,” Kim Gyeong-geun, a team manager at Lotte Mart’s Toys“R”Us, stated.

“Kidult consumers are increasingly seeking toys as hobbies or collectibles to relive childhood memories."

To adapt to the changing environment, the toy industry is now designing not only “children’s dreams” but also “adult tastes.”

“With the decline in the child population, Artbox sees consumers in their 20s and 30s as a core target for brand growth,” an Artbox source stated. “We are responding to market trends by introducing a variety of stationery and toy products, especially those based on throwback characters and movies that reflect the preference-driven consumption patterns of younger generations.”

“Sales from categories with a high proportion of adult customers, such as electronic games, figurines, and building blocks, accounted for about 35 percent of total revenue last year, showing clear growth,” said Kim. “We recently opened an experiential space called ‘Teenieping Mini,’ based on the popular animation ‘Catch! Teenieping' (2020-) at our Cheongnyangni and Jamsil branches, and plan to develop character stores targeting women in their 20s and 30s."

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY NOH YU-RIM [[email protected]]