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Toymakers target ‘kidult’ Christmas lists with high-end collectibles
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Playmobil, Lego and Barbie usually feature on children’s Christmas lists but this year they are going after adults’ hearts, too, with collectible toys with a feelgood factor.
The usual range of Playmobil firefighters, knights and pirates has been joined by the spacemen James T Kirk and Spock, as the German company targets “kidults” with a £450 model of Star Trek’s U.S.S. Enterprise.
Forced lifestyle changes during the pandemic led to a step-up in demand from adults for games, building sets and collectible toys linked to their favourite shows and childhood interests. Without the constraints of pocket money, kidults have become a major force in the UK sector, spending close to £1bn a year on toys.
The adverts for U.S.S. Enterprise, with its
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