Monday, April 20, 2026
The Kidult Phenomenon: A strategic growth driver for the toy industry
The games and toys market is undergoing a profound transformation. With the French birth rate having fallen by more than 20% between 2010 and 2024, a new segment is emerging as the growth driver of the future: the ‘Kidults’. For industry professionals, this shift represents a major strategic challenge in terms of offsetting the decline in the traditional core target market.
A mass market with higher purchasing power
The image of the niche collector is a thing of the past. The adult market has become an economic force to be reckoned with:
- A major economic player: They now account for 29% of games and toys sales, with this figure projected to rise to 40% by 2034. “By 2034, they could account for nearly 40% of toy and game sales according to estimates; today the figure stands at around 29%,” explains Elodie Jouny-Rivier, lecturer and researcher in marketing and director of the ESSCA Chair in Family Consumption Forecasting.
- An established target audience: Nearly one in two French people (47%) aged 13 and over buy or receive products from this sector, explains Delphine Quelin, Deputy Managing Director of Junior City: “The first key finding is that almost half the French population (editor’s note: 47%) aged 13 and over are ‘kidults’ (who buy and/or receive toys). We have truly entered a mass market.” 1
- Smoothed-out consumption: Unlike purchases for children, which are concentrated around Christmas, adults consume throughout the year. They have a substantial disposable income which they invest in their passions.
Key trends to watch out for at the Deauville Preshow
The analysis of collections during the Deauville Preshow events must take into account the new motivations of this discerning clientele:
1. Toys as a tool for well-being (self-care)
The primary motivation for adults is now the pursuit of relaxation and emotional regulation. The need to ‘get hands-on’ to step away from screens is a powerful driver of purchase, illustrated by the success of arts and crafts and creative leisure ranges designed for adults.
2. Design, display and ‘Kidult’ licensed products
Adults seek sophisticated items that they can proudly display as decorative features. Lifestyle licensing is central here: cult licences are transformed into high-quality fashion items or design pieces. The term ‘Kidult’ must always be associated with licensed products in this context to meet industry standards.
FAN ZONE: the key area of the Kidult & Licensing market
Located on the 7th floor of the Hôtel Barrière Le Royal, the FAN ZONE stands out as the must-visit area at the Deauville Preshow for gaining an insight into the dynamics of this world. Entirely dedicated to this rapidly growing sector, this space showcases licensed products, collectables and items designed for discerning fans.
- Specialists and experts 2026: This dedicated space brings together industry leaders in an environment conducive to business discussions. For the 2026 edition of the Deauville Preshow, the FAN ZONE will host leading players such as HEO, PLASTOY, BLOKEES, DISTRINEO, FAME BROS and GOOD SMILE.
- A comprehensive range across the entire show: Beyond the dedicated zone, more than 80 exhibitors across the Deauville Preshow present offers specifically designed to meet the expectations of Kidults every year. You will find major players such as FUNKO, YU ME Toy, KIDS LICENSING and CERDA spread across the various areas of the show.
- Market dynamism: Each year, the fair reaffirms its role as a strategic hub by welcoming leading retailers and specialist buyers. In 2025, major participants included retailers such as Fnac Darty, Cultura, Micromania, as well as major distribution chains (Leclerc, Carrefour, King Jouet, JouéClub), proving that the Kidult segment is now a priority for all retail channels.
Opportunities for distribution and retail
The Deauville Preshow offers an opportunity to rethink in-store segmentation to maximise turnover:
- Diversify sales channels: Adult-oriented products can be sold in concept stores, bookshops or cultural venues.
In conclusion: For buyers and exhibitors at the Deauville Preshow, the challenge is to offer products that no longer treat adults as ‘big kids’, but as individuals seeking meaning, quality and lasting enjoyment. The DEAUVILLE PRESHOW FAN ZONE is a prime space for showcasing the entire Kidult range.
1 Study conducted by Junior City in January 2025. Sample of 3,000 people aged over 12. Nationally representative in terms of socio-professional categories and regions.