Dedicated to celebrating the significant kidult sector, this year’s awards add new categories and an all-star judging panel
Entries are now open for the Kidult Toy Awards 2026, which are dedicated to celebrating the significant Kidult sector and to shine a spotlight on the excellence on offer.
Judging takes place throughout August and September, with content posted online for fans to follow along. Winners will be announced on National Kidult Day, 13 October 2026.
For more info and to get involved, request an entry form and details from peter@the-kidults.com.
This year’s awards will build on the success of the inaugural awards, which were embraced by many brands involved in this super-category Organiser, Peter Jenkinson says nostalgia, retro, collectibles, fandom, dedicated toy divisions within traditional toy makers and movie merchandise are all contributing to the kidult cause.
“More importantly, the quality and detail has shifted up a gear in the past 12 months,” he added. “The purchasers are evergreen spenders, a target market not to be missed – and they appear willing to pay a premium”.
“With classic franchises returning in various forms, each vying for the kidult pound and the ever evolving and expanding collectibles market offering a more diverse range than ever, the sector appeals to a wide spectrum of spenders. As characters from decades past return and film franchise reboots continue to attract more kidults to enjoy a bit of escapism, it has never been a better time to be a grown-up,” he said.
This year’s judging panel welcomes returnees from last year and some new faces, as well as a new category, Publishing. The self-confessed kidults on the panel include Martine Roberts, Jason Bradbury, Robert Taylor, Mark Campbell, LaurenOfficial and Andy Bush, with an 80’s pop icon and a BBC TV personality to be announced soon.
The Kidult Toy Awards 2026 categories are:
Tech toy
Tech revival – Embracing the updated, Walkman will win if you let it.
Collectibles – When only more than one will do
Film and TV merch
Figures, plush and Dolls
Vehicles – play with, show off or ride-on
Retro reboot – Reimagined returns
Activity – Create, colour and puzzle
Board and Card Games
Shelf-worthy enough
Interiors – Form and function
Fashion brand
Action Stations – Add Kidult AA energy
Construction kit – Shelf-worthy stuff
