Irish adults turn to toys and collectibles for relaxation and creativity
Irish adults are increasingly buying toys and collectibles for themselves, turning hobbies such as Lego building, model-making and card collecting into a growing “kidult” market. Enthusiasts say these activities offer relaxation, creativity and a break from adult pressures, while greater visibility has helped make them more socially accepted.
Adults account for 30 per cent of toy sales across Europe, and one international poll found 88 per cent of people aged 13 to 39 had bought a toy for themselves. Retailers and toy companies are responding with adult-focused products and nostalgic ranges; one Irish toy shop owner said adults now account for around 30 per cent of his sales. Lego builder Gary Kirwan says the hobby has helped him cope with depression.
In short
- Adult toy buying is a growing market in Ireland and Europe.
- Fans describe toys as creative, calming hobbies.
- Retailers are responding with adult-focused and nostalgic products.
Explained simply
Toy collecting and model-making are hobbies that adults have long enjoyed, though they were often seen as activities for children. Lego building, trading cards and other collectibles can involve making, sorting or displaying items, and some people value them as a creative way to spend time.
Toy companies and shops sell products aimed at adult buyers, including nostalgic ranges linked to toys from earlier decades. The term “kidult” is used for adults who buy toys for themselves; adults make up a substantial share of toy sales in Europe, though that figure varies by market.
People take up these hobbies for different reasons, including enjoyment, relaxation and social connection. For some, making or collecting things offers a break from daily pressures, which helps explain why the market matters to both enthusiasts and retailers.
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Originally published by Daily Mail as “The calm headspace from building Lego, the satisfaction of completing a Pokémon card collection, or a farmer buying a toy tractor to put in his coffin – Just some of the unexpected benefits of growing trend of Kidulting”.