Bluey merch is popping up everywhere and kidults are loving it. “Bluey adults” are fully embracing their fandom with a wave of merch that’s anything but childish. Brands like Hot Topic, BoxLunch, Old Navy, and Target are tapping into the kidulting trend with Bluey items like floral button-ups, tie-dye band tees, and embroidered denim—all in adult sizes. What once might have seemed like ironic (or even weird) merch has evolved into a full-blown aesthetic, complete with cardigans, mom jeans, and even accessories like hair clips and undergarment sets. YPulse’s Kidulting report shows 75% of 13-39-year-olds have bought merch based on or inspired by a kid’s TV show, movie, or book—not out of nostalgia alone, but for comfort, fun, and self-expression. This shift toward play as a whole lifestyle explains why adult-targeted merch is booming; with a feature film in the works and kidults driving demand, don’t be surprised if Bluey becomes the next big fashion collab magnet. (Hollywood Reporter)
👀 Read more from YPulse: What Toys Are Gen Z Adults Buying Themselves?
