Do you ever scroll through Instagram and pause at a handbag decked with a tiny rainbow, a miniature chocolate bar, or even a puppy charm and wonder why adults are suddenly obsessed with toys again?
The answer is not nostalgia. Adults are now rediscovering their inner child, and Children’s Day, today, is the perfect excuse to celebrate it. This trend is called kidulting, and it is all about playful accessories, whimsical fashion, collectable toys, and experiences that bring joy and freedom back into daily life.
Double-income, no-kids households are leading the way, prioritising small indulgences over traditional responsibilities like marriage and homeownership.
{{/usCountry}}Double-income, no-kids households are leading the way, prioritising small indulgences over traditional responsibilities like marriage and homeownership.
{{/usCountry}}The numbers reflect the shift. According to a 2024 Circana report, adults over 18 are now the fastest-growing group in the toy market, with sales up 5.5 per cent in the past two years. Collectable toys, including Labubus, Legos, Pokémon cards, quirky bag charms, and miniatures, are no longer just for kids. Tiny joys are turning into a booming business. Apart from toys, adults are also embracing stickers and cartoon-themed parties.
Mohit Jain, founder and CEO of Miraggio, sums it up perfectly: “Deep down, we all miss the carefree joy of childhood, and kidulting lets us bring that back. Anything that sparks those memories adds playfulness and personality to everyday life.” Meanwhile, Aneeth Arora of Péro, who has an entire collection around Hello Kitty and Pippi Longstocking, explains, “No matter how old we are, the child within never fades, and that’s what draws us to playful, nostalgic designs.”