Kidulting: How Gen Z Grown-Ups Are Embracing Toys and Play

Have you ever wondered why your 24-year-old coworker has a Jellycat on their desk? Find out why toys and games are crucial to understanding Gen Z.

YPulse’s Chief Content Officer MaryLeigh Bliss and Chief Research Officer Chanon Cook will walk you through how Gen Z is using newfound adult freedom and budgets to take care of their inner child. Whether buying toys — which are now being made with young adults in mind — watching childhood classic shows, or even attending experiences based on new kids’ media, this generation is growing up by staying young.

Originally presented with the Toy Association in July 2025.