The Kidults return with their annual awards championing the super category with an updated celeb judging panel.
The Kidult Toy Awards 2025 builds on the success of the inaugural awards which were embraced by many brands involved in this super category. The data, worth a mention once more, has Kidults accounting for 30% of toy sales according to Circana and the underlying fundamentals support further growth.
More than just the ageing population and declining birth rates though, 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, these evergreen spenders are a target market not to be missed and appear willing to pay a premium.
So, we open our doors to entries for the 2025 awards and dedicate them to celebrating the significant Kidult sector and to illuminate the excellence on offer to those who can reach those higher shelves.
There is certainly a cultural impact occurring, a continuation of classic franchises returning in various forms each plying for the Kidult pound and the ever evolving and expanding collectibles offering a more diverse range than ever appealing to the interests of 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 and analogue fun it has never been a better time to be a grown-up. Our Kidult Toy Awards will endeavour to uncover the best for all our self-indulgent delight.
This year’s judging panel welcomes returnees from last year; some new faces and we’ve added a new category too. The self-confessed Kidults include Martine Roberts (Homes under the Hammer), Jason Bradbury (Tech expert C5) Robert Taylor (Robot Wars presenter and Warhammer expert), Mark Campbell (Lego Legend and model builder extraordinaire), LaurenOfficial (pop culture and plush expert), Andy Bush (Absolute Radio) with a 90’s pop icon and X Factor finalist we’ll share soon.
Chief Kidulteer Peter Jenkinson will attempt to manage the fun and games, keep the wayward judges in check and compile the findings for winner announcements in early September.
Categories include:
High-Tech
Action Stations
Collectibles
Film and TV merch
Plush
Figures and Dolls
Vehicles
Retro
Activity (create, colour and puzzle)
Board Games
Construction kit
Publishing – NEW
Entries are open until the end of July; judging takes place through until late August and awards given in early September. An online stream will take place announcing the winners and entrants notified of the results simultaneously.
For more info and to get involved grab an entry form and details from –
