What: Adult and adolescent shoppers have driven a 9% increase in France’s toy market in 2025, offsetting the impact of declining birth rates.

Why it is important: This shift highlights how adult and adolescent demand is providing new growth opportunities and resilience for the toy sector amid demographic challenges.

In 2025, France’s toy market has experienced an unprecedented 9% growth, propelled by a 22% surge in purchases from adults and adolescents—collectively known as “kidults.” This demographic now accounts for 36% of toy sales, with motivations rooted in relaxation, collection, and social play rather than nostalgia. Retailers and brands have responded by expanding adult-focused offerings, launching exclusive products, and creating new retail concepts such as King’Dultes, which has attracted thousands of new loyalty members and increased store visits. The trend is also visible in the success of high-value collectibles and themed events, with adult consumers demonstrating a willingness to spend more frequently and at higher price points. This new customer base is compensating for the negative effects of declining birth rates, which have impacted traditional toy categories. As a result, toy retailers are rethinking store layouts, product assortments, and marketing strategies to engage this versatile and influential segment, ensuring continued growth and relevance in a changing demographic landscape.

IADS Notes:The surge in adult and adolescent demand for toys in France during 2025 is part of a broader international trend where “kidult” consumers are driving growth and innovation in the retail sector. Manor’s Labubu collectible events in Switzerland (June 2025) exemplify how retailers are leveraging pop culture, limited editions, and experiential retail to attract digitally connected adults and younger shoppers. Pop Mart’s global expansion (November 2025) further illustrates the power of viral, scarcity-driven models and the importance of diversifying into media and experiential formats to sustain momentum among adult collectors. The December 2025 analysis from Inside Retail underscores a shift in youth and adult marketing strategies, with brands increasingly focusing on real-world engagement, community events, and family-friendly experiences to build loyalty and relevance. The rise of the solo economy (February 2025) aligns with the normalization of adult toy buying and solo leisure activities, prompting retailers to adapt their offerings for independent, experience-focused consumers. Finally, the January 2025 coverage in The Robin Report confirms that experiential retail—through pop-ups, themed activations, and immersive environments—is now central to attracting and retaining “kidult” shoppers, reflecting a fundamental transformation in how brands engage with this versatile and influential demographic.

In France, adults are helping the toys market