From Jellycat pop-ups to adults lining up for theme parks and limited-edition toy drops, “kidulting” has firmly entered the mainstream. YPulse told you just how big the kidulting trend among Gen Z and Millennial adults was in 2024, and it’s only grown since then. For these gens, play isn’t something to age out of—it’s something to hold onto. In an era marked by economic uncertainty, social media overload, and rising stress levels, young consumers are intentionally carving out space for nostalgia, creativity, and comfort with toys and games.
In YPulse’s 2026 Toys and Play Report, we explore how 13-39-year-olds are redefining what it means to grow up—from buying toys for themselves and collecting childhood favorites to seeking immersive, IRL experiences that let them feel like kids again.
Report length: 20 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded December 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in December 2025
