The Grown-Ups Who Refuse to Grow Up
Once upon a time, toys, cartoons, and comic books were “for kids.” Fast forward to 2025, and the UK entertainment industry is quietly being taken over by adults who never got that memo. This isn’t a small subculture anymore — it’s a full-blown, money-making phenomenon. From £300 LEGO sets to midnight movie screenings of 90s classics, “kidult” culture is everywhere. And it’s not just tolerated… it’s celebrated.
What Exactly Is ‘Kidult’ Culture?
In simple terms, it’s adults embracing hobbies, products, and entertainment that used to be considered strictly for children. Think Pokémon card tournaments where everyone has a beard. Think grown women hunting down limited-edition Barbie dolls like they’re the Holy Grail. And think massive cosplay conventions that sell out faster than football matches. The UK market for this stuff is booming, with toy sales jumping 8% in the first half of this year — and industry analysts say kidults are the reason why.
Why It’s Happening Now
Part of it’s nostalgia — revisiting the things you loved as a kid can feel comforting in an unpredictable world. Part of it’s stress relief — building a LEGO set is a lot cheaper than therapy (well, unless it’s one of those 6,000-piece sets). And part of it is the simple fact that the entertainment industry has caught on. Brands are deliberately releasing premium, “adult” versions of childhood favorites: collectible figurines, reimagined retro video games, and even animated shows with deeper, more mature storylines.
The Social Media Effect
Platforms like TikTok, Instagram, and YouTube have turned collecting, unboxing, and building into full-blown entertainment. The moment a new collectible drops, you’ll see videos of people showing it off, reviewing it, or battling to get one before it sells out. That hype cycle creates a kind of urgency that turns “I kind of want it” into “I need this right now.” And the entertainment industry is loving it — because it means grown-ups are acting like kids in the best possible way… and spending like adults.
The Bottom Line: It’s Here to Stay
Kidult culture isn’t a passing trend. The UK entertainment industry is already restructuring around it, pumping out nostalgia-heavy products and experiences aimed at this growing audience. So if you’ve been eyeing that collector’s edition toy or binge-watching old cartoons, you’re not alone — you’re part of a movement that’s reshaping entertainment. And honestly, in a world this stressful, maybe holding onto a piece of your childhood isn’t just fun… it’s survival.
