Gen Z and Millennials are driving the rise in nostalgia-inspired purchases. They’re fueling the kidulting trend, participating in activities traditionally meant for children, and reconnecting with toys, games, and kids’ media. In fact, YPulse’s Kidulting trend report shows 85% of 13-39-year-olds play with games or toys. Young adult Gen Z in particular is actively seeking ways to heal and reclaim the joy they have missed during their childhood, which for many was filled with doom scrolling, practicing safety for school shootings, and a whole pandemic, just to name a few. Now with their disposable income, Gen Z is channeling their spending into products that bring the comfort they’re in search of. YPulse has been telling brands to pay attention to toy-buying young adults for some time. And our most recent data shows that the toys for grown-ups market is increasing, thanks to Gen Z: More Gen Z young adults buy themselves toys than Millennials did YPulse’s Kidulting report asked what toys and games products young people have...
- Article
