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North AmericaWestern Europe
Kidulting Trend Report
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.
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- What kind of play, from video games to board games, is winning out with Gen Z
- How to make toys, games, and kids' media content work for any brand
- Where Gen Z grown-ups buy toys and games, and what kids' content merch they're purchasing
- How experience that allow them to live out their childhood dreams are in demand
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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.
Additional Survey Content for Pro Users: An in-depth break down understanding how Gen Z and Millennials approach reconnecting with their childhood pastimes and what are their go-to playtime purchases.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, People of Color, Country, Urban/Rural Status, LGBTQ+, and Parent.