Dedicated to celebrating the ever-growing and significant Kidult sector, The Kidults awards include categories designed to highlight some of the best products on offer to grown-up toy and games fans, while also shining a light on companies created with Kidults at their core.

The Kidult Toy Awards 2025 was again embraced by many brands involved in this supercategory,  a category that’s seen incredible growth the past few years with almost £1 in every £3 spent in the UK.

The Kidult Awards gathered an eclectic bunch of Celebrity Judges and influencers that are passionate about this play space and after some serious hands-on time with the array of product on offer, came up with several stand-out items.

“We were a little taken aback by the response. The industry has embraced the sector and consumers, willingly or by default are embracing the array of toys, games and collectibles designed with them firmly in mind”

The organiser of the awards, Toyology chief Peter Jenkinson told Toys n Playthings: “We were a little taken aback by the response. The industry has embraced the sector and consumers, willingly or by default are embracing the array of toys, games and collectibles designed with them firmly in mind. “We know the sector is booming and the data clearly backs it up, falling birth rates and greater longevity means the market is clearly set to stay but further growth is seen, and this’ll extend out into fashion, foods and furnishings to name but a few” said Peter Jenkinson, founder of the awards

Judge Martin Roberts of Homes under the Hammer fame said “I don’t for a moment hide my Kidult tendencies, and my new hotel in the Rhondda valley is going to have bedrooms themed around classic TV shows, including Dr Who. I think we need to embrace the big kid in all of us, and the fun of unashamedly doing so can help ease us through the ups and downs of being a grown up.”   

Robots Live and Tiktok toy trend expert, Rob Taylor, part of the judging panel and general enthusiast said, “What a stack load of good stuff we’ve had through the door these past months, total testament to the fact people are taking Kidulting seriously, it’s the grown-ups turn to play.”

Jason Bradbury, judge and well-known face of TV’s The Gadget Show said “The Kidults are taking over! Forget growing up – we’re here to celebrate the toys, the gadgets, and the pop culture madness that keeps us young at heart.”

Other judges include Instagrammer Lauren Campbell, Andy Bush of Absolute Radio, Calvin Innes self confessed NERD and Creative director working on some of Europe’s biggest consumer brands.

Here’s the line-up of those most lauded and winners of the World’s first awards dedicated to The Kidults.

The Winner’s List is below:

High-Tech                                        Robosen Interactive Buzz Lightyear   

Action Stations                               ZURU Infinity Blaster                                       

Collectibles                                     Mini Tubbz                  

Film and TV merch                        The Matrix: The Nebuchadnezzar                

Plush                                               Zuru Fuggler Lord of the Rings                                            

Figures and Dolls                           Jada Street Fighter Deluxe Collector 6” Action Figures    

Vehicles                                          Character Options Stuntman Stu Stunt Car Set and Bike

Retro                                               Zuru ZURU MAX Premium Retro   

Board Game                                  Zatu Racing Line                              

Construction kit                            Lego LEGO Wildflowers