Watch the replays for our 30-min webinars on Kidulting in North America and Western Europe
Gen Z is growing up, but even though they’re just entering adulthood they already yearn for childhood. Millennials pioneered the first wave of kidulting, now Gen Z is following suit, but of course they’re doing it their own way. This gen doesn’t just want to escape the stresses of being a grown-up, they want to heal their inner child and more.
In this report we explore why Gen Z adults are bringing playtime with them as they age up, how they’re using their big kid money to buy toys, cartoon merch, and kid-ified experiences, and what brands need to know to appeal to them.
Report Length: 37 pages, North America report is based on trend surveys conducted among 1500 13-39-year-olds in the U.S. and Canada.
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10 Trends to Know 2026 Trend Report
Learn 10 trends Gen Z is fueling now—and how brands can connect to young consumers through them.