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The Kidult Toy Awards 2025 builds on the success of the inaugural awards which were embraced by many brands involved in this supercategory. Industry data has kidults accounting for 30% of toy sales, according to Circana, and the underlying fundamentals support further growth.
Entries are now open for the 2025 awards, which are dedicated to celebrating the significant Kidult sector and to shine a spotlight on the excellence on offer.
Organiser, Peter Jenkinson says nostalgia, retro, collectibles, fandom, dedicated toy divisions within traditional toy makers and movie merchandise are all contributing to the kidult cause. “More importantly, the quality and detail has shifted up a gear in the past 12 months,” he adds. “The purchasers are evergreen spenders; a target market not to be missed – and they appear willing to pay a premium.
“With classic franchises returning in various forms, each vying for the kidult pound and the ever evolving and expanding collectibles market offering a more diverse range than ever, the sector appeals to a wide spectrum of spenders. As characters from decades past return and film franchise reboots continue to attract more kidults to enjoy a bit of escapism, it has never been a better time to be a grown-up.”
The Kidult Toy Awards will endeavour to uncover the very best the category has to offer. This year’s judging panel welcomes returnees from last year and some new faces, as well as a new category – Publishing. The self-confessed kidults include Martine Roberts, Jason Bradbury, Robert Taylor, Mark Campbell, LaurenOfficial and Andy Bush, with a 90’s pop icon and X Factor finalist to be announced soon. Chief Kidulteer, Peter Jenkinson, will manage the fun and games and compile the findings for winner announcements in early September.
Categories include:
- High-Tech
- Action Stations
- Collectibles
- Film and TV Merch
- Plush
- Figures and Dolls
- Vehicles
- Retro
- Activity (create, colour and puzzle)
- Board Games
- Construction Kit
- Publishing
Entries are open until the end of July. Judging takes place until late August and the awards willl be given in early September. An online stream will take place announcing the winners and entrants notified of the results simultaneously.
For more info and to get involved, request an entry form and details from peter@the-kidults.com
