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The inaugural Kidult Awards have concluded after an overwhelming response to this unprecedented event which saw almost 100 entries play out for recognition in 11 categories. The celebrity judging panel had to call in assistance to ensure everything was put thoroughly to the test and ensure the inaugural allocation of gongs in this compelling segment of the toy market was undertaken with the diligence it deserved.
“We were a little taken aback by the response to our announcement of these new awards, we knew the sector was booming and had the data to hand that proved it yet remained a little uncertain if the market would be happy to isolate the Kidult sector and let us take the reigns to adjudicate it” 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 had to acknowledge a few of the also-rans with official “approved” status.
We’re being heartened last week with the release of the Circana data talking about the strength of the Kidult category with sales data showing +8% and now accounting for nearly £1 in every £3 spent on toys this year, that’s a £1bn in the last 12 months. Even more exciting for the entire industry is that this category is more of an evergreen spender.
Robots Live and Spielwarenmesse TV presenter, 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.”
So, without further ado, here’s the line-up of those most lauded and winners of the World’s first awards dedicated to The Kidults.
High-Tech Power Saber (Goliath)
Action Stations GraviTrax Star Wars (Ravensburger)
Collectibles South Park Micro Figures and School Bus Set (Khadou)
Film and TV merch Only Fools and Horses talking figures (Khadou)
Plush Stranger Things Demogorgon Squishmallow (Jazwares)
Figures and Dolls Wednesday Monster High (Mattel)
Vehicles Jurassic Park Die-Cast Wrangler (JADA)
Retro Rubik 50th Anniversary cube (Spinmaster)
Activity Plus-Plus Van Goh Sunflowers (Plus Plus)
Board Game Pacman Quoridor (Hachette)
Construction kit Milky Way (LEGO)
Planning for next year’s awards is already taking shape. We have plans for a IRL event with a venue full of Kidult toy and game lines as well as plenty of interactive elements for our vastly expanded audience of judges to enjoy. Read on for a list of Kidult “Approved” entries:
High tech – Robosen Optimus Prime, Time Crisis Quarter Arcades and KAI from Thames and Kosmos
Action Stations – Gecko Run, BYO Pinball and Labyrinth
Collectibles – Digi Plates from EXG, Lorcana, ZURU Mini Brands
Film and TV Merch – Jaws LEGO, Robosen Buzz Lightyear, BTTF Scalextric set
Plush – Squishmallows Hello Kitty 20cm, PURRO Character, Dogpool, Hug-A-Lumps
Figures and Dolls – Power Rangers Vinyls, Godzilla JADA, Sylvanian Babies
Vehicles – Candylab (various), Hot Wheels Car Culture set, Wallace and Gromit by Corgi
Retro – ProjeX Character, Spirograph Classic tin, DOOM Floppy disc
Activities – Chemistry C2000, Colour My Street
Board Games – The Gang, Cards vs Gravity, Hues and Clues
Construction Kits – CONNETIX
