With sci-fi or superhero movies such as ‘Avengers : Age of Ultron’ and ‘Jurassic World’ resulting in huge box office success, plastic models, action figures and character merchandise related with to the movies are in high demand. (image : Yonhap)
Seoul, July 9 (Korea Bizwire) – ‘Kidults‘ were once thought of as childish 20-somethings with an enthusiasm for toys. But now, people in their 30s and 40s are adopting that kind of lifestyle, leading to an expansion of the market for kidult products.
The term ‘kidult’ was coined by joining the words ‘kid’ and ‘adult’. It refers to an adult who has a tendency to consume products from their childhood out of nostalgia.
With sci-fi or superhero movies such as ‘Avengers : Age of Ultron‘ and ‘Jurassic World‘ resulting in huge box office success, plastic models, action figures and character merchandise related to the movies are in high demand.
According to the online shopping web site Auction (www.auction.co.kr), sales of plastic models, action figures and character merchandise from January 1 to June 7 increased by 156 percent compared to the same period last year.
Statistics show that consumers in their 40s were most numerous (43%), followed by consumers in their 30s (42%), while the portion of people in their 20s was only 7 percent. The numbers show that the vast majority of consumers were between 30 and 49 years old.
Drones are also in high demand. During the past month, sales of drones on the Auction site jumped by 911 percent compared to the same period last year. Auction officials say that consumers have been mounting cameras on their drones to film their leisure activities. This new usage of drones has created a huge increase in demand.
Already existing kidult products are also expanding.
Sales of remote controlled cars and helicopters have tripled (228% increase), and Gundam products almost doubled (78% increase).
Character merchandise is popular among female consumers. Compared to the high sales of dolls and plastic figures in the past, daily supplies such as smartphone cases, speakers and car accessories are the hot sellers.
Auction officials say, “Instead of assembling robots and plastic figures at home, or just collecting action figures, consumers are finding new ways to enjoy the ‘toys’ they are enthusiastic about. Social groups are formed to discuss and play with the toys they are interested in, such as flying drones outdoors. Kidult culture is definitely diversifying.”
by Francine Jung (francine.jung@kobizmedia.co.kr)
