The global toy industry gathered at the Nuremberg Toy Fair to unveil the latest trends and innovations shaping the future of play. A notable trend was the continued growth of adults buying toys, with ‘kidults’ now representing a staggering 30% of the global toy market.
From collectibles to high-quality nostalgic toys, many adults are discovering the joy of playing with toys again. Brands like ZURU are leading the way with innovative collectibles and surprise toys.
“The rise of adults buying toys has changed the industry,” says Glenn Ambrose, country manager for South Africa at ZURU. “These collectors are seeking nostalgia, creativity and stress-relief through play – fuelling demand for premium-quality collectibles, action figures and interactive toys.”
He further explains that kidults were once seen as a niche group, but have become a mainstream driving force in the toy category. “The rise of kidults has reshaped the industry,” he says. “We’re seeing a massive surge in demand for products that offer high collectability, surprise elements and a deeper emotional connection. Our 5 Surprise, Mini Brands and MAX ranges are prime examples of how brands are adapting to this growing consumer base.
“With the rise of adults buying toys and the significant impact this has had on the industry, the growth in popularity for collectibles and surprise elements will continue to grow,” he adds.
What these trends mean for local markets
Ambrose explains that these global trends have implications for South Africa’s toy industry because the local market is increasingly aligning with international patterns.
In South Africa, brands like ZURU are gaining traction by offering affordable yet high-quality collectibles that appeal to both young and adult collectors.
“Consumers today expect more from their toys: whether it’s sustainable materials or deeply collectible elements,” Ambrose adds. “The future of play belongs to brands that offer creative and challenging play experiences.”
He says that from the collectible craze to the demand for immersive experiences, the future of toys is bright, and the joy of play is only just beginning.
“Kidults are proving that play is not just for children, and innovative approaches to collectibles and surprise toys continue to captivate consumers across multiple generations,” he concludes.
