Registration is now open for an upcoming Toy Association webinar examining the kidult consumer, including how this shopper demographic is evolving and what toy companies should consider across product development, licensing strategy, merchandising, and retail positioning to better target this growing demographic.
Taking place Thursday, June 25 at 2 p.m. (Eastern), “The Era of Kidulting — Adult Demand for Nostalgia Toys,” will explore older toy buyers and examine how nostalgia, collecting culture, and premiumization are influencing purchasing behavior and long-term category growth. Experts from YipitData, an alternative data provider for brands and retailers, will also explain which brands and categories resonate most strongly with this audience and how the kidult trend is evolving. Additional themes and discussion topics include:
- Who today’s “kidult” shopper is, including differences across age groups, household types, and income segments
- How parent and non-parent shoppers differ in their spending patterns, brand preferences, and purchase motivations
- The role of premiumization and collectible behavior in category growth
- Which brands, products, and retailers over-index with adult shoppers
The webinar will be presented by YipitData’s Alek Sanchez, senior insights associate for toys, and Craig Richardson, head of toys. Anne McConnell, The Toy Association’s senior director of market research & educational initiatives, will moderate.
The session is open to Toy Association members at no cost; non-members may join for a $99 registration fee. All toy professionals are welcome to join; this session is specifically recommended for executives and teams responsible for development, sales, marketing, and research.
Questions about this webinar and other educational opportunities offered by The Toy Association™ may be directed to Anne McConnell, senior director of market research & educational initiatives.