Even though they’ve just entered adulthood, Gen Z is already looking back to the things they loved in their childhood. YPulse’s Kidulting trend report told you that while Millennials gravitated towards toys to escape the pains of adulting, Gen Z is adding on the selfcare layer of wanting to heal their inner child through play. But while their motivations may be different, these newly minted Gen Z grownups are just as eager to buy the kids’ products, games, merch, and experiences that bring them joy—and brands have been paying attention. YPulse research found that 75% of 18-24-year-olds agree they need escapes from being an adult (already!). And while video games are the top “toys” they play with, they’re playing offline, too with boardgame nights or presentation parties. Gen Z is embracing play as they grow up and they’re buying products and watching kids’ content (hello, Bluey) that bring them comfort. But they’re not only connecting to their inner child through toys, games, and kids’ media but also through...
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