TOYOLOGY Toyology-The Action Men of the batteries not included industry
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An eclectic bunch of products and people came together, the latter were hand-picked judges with a known passion for this play space and after some serious hand-on time with the array of product on offer have to somehow come up with several stand-out items that we can choose to put on our Christmas lists for the kids, well, why should they have all the fun?
“We were a little taken aback by the response to these awards, the industry has embraced the sector and consumers, willingly or by default are embracing the array of toys, games and collectibles designed with them firmly in mind. “We know the sector is booming and the data clearly backs it up, falling birth rates and greater longevity means the market is clearly set to stay but further growth is seen, and this’ll extend out into fashion, foods and furnishings to name but a few” said Peter Jenkinson, founder of the awards.
Dedicated to cheering on the seemingly unstoppable Kidult sector the categories judged, and the entries received offer a real insight into the breadth and depth of this market.
The array of kit of offer meant some close calls for several categories to find an overall winner and it was decided early in the decision-making stages that we have to acknowledge a few of the also-rans with official “approved” status.
Judge Martin Roberts of Homes under the Hammer fame said “I don’t for a moment hide my Kidult tendencies, and my new hotel in the Rhondda valley is going to have bedrooms themed around classic TV shows, including Dr Who. I think we need to embrace the big kid in all of us, and the fun of unashamedly doing so can help ease us through the ups and downs of being a grown up.”
Robots Live and Tiktok toy trend expert, Rob Taylor, part of the judging panel and general enthusiast of everything said, “What a stack load of good stuff we’ve had through the door these past months, total testament to the fact people are taking Kidulting seriously, it’s the grown-ups turn to play.”
Jason Bradbury, judge and well-known face of TV’s The Gadget Show said “The Kidults are taking over! Forget growing up – we’re here to celebrate the toys, the gadgets, and the pop culture madness that keeps us young at heart.”
Other judges include Instagrammer Lauren Campbell, Andy Bush of Absolute Radio, Calvin Innes delf confessed NERD and Creative director working on some of Europes biggest consumer brands.
Here’s the line-up of those most lauded and winners of the World’s first awards dedicated to The Kidults.
High-Tech – Robosen Interactive Buzz Lightyear
Action Stations – ZURU Insanity Blaster
Collectibles – Mini Tubbz
Film and TV merch The Matrix: The Nebuchadnezzar
Plush – Fuggler Lord of the Rings
Figures and Dolls –Street Fighter Deluxe Collector 6” Action Figures
Vehicles – Stuntman Stu Stunt Car Set and Nitro Bike
Retro – ZURU MAX Premium Retro
Board Game – Racing Line
Construction kit – LEGO Wildflowers
Planning is underway for nest years IRL event with a venue full of Kidult toy and game lines, throwing the doors open to the public for a day of play with lots of interactive elements.
Approved status bestowed upon these entries that just came so very very close to snagging a major gong but should be over-the-moon with this acknowledgement to your fine wares:
High-Tech Human Controller – TOMY
JAWS pinball – Stern
Action Stations Spyra Go Water Blaster
Cornilleau – Instinct Outdoor Table Tennis
Collectibles Harry Potter Miniverse – MGA
Hylkies – Star Wars – Ravensburger
Film & TV merch Jurassic Park pin, BTTF Ingot and Hogwarts train ticket by Fannattik
Scalextric – Fast & Furious set
Plush Warhammer – TOMY
Basic Fun – Wicked Care Bears
Figures and Dolls Twinchees Hatsune Miku Lil Sleepers – TOMY
Vehicles Ferrari Stradale 3D Puzzle Ravensburger
Only Fools and Horses Talking Van – Khadou
Retro Hook a Duck – Jacques
Thunderbirds collectibles – Corgi
Board Game Whirly Derby – Big Potato
Feed the Kraken – Cheatwell
The Vanishing Gambler by The Mystery Agency
Construction kit COBI VW Campervan
LEGO Williams FW14B with Nigel Mansell
