#Happinet #adult toys #Kidult Market

Understanding the Kidult Market in Japan

Recent research conducted by Happinet, based in Taito, Tokyo, has shed light on the evolving landscape of the Kidult market in Japan. This study surveyed 1,089 adults aged between 18 and 60 years to better understand this unique consumer segment. The term "Kidult" merges "Kid" and "Adult," referring to adults who enjoy the toys, characters, and hobbies they cherished in childhood. With an estimated 5.35 million individuals fitting this category, the Kidult market is valued at approximately 78 billion JPY.

Key Findings

1. Demographics and Market Potential
According to the survey's findings, around 15.8% of respondents reported purchasing toys for themselves in the past year. This data translates into an estimated 5.354 million individuals in Japan engaging in Kidult purchases. Moreover, the average annual spending on toys by these consumers was identified as 14,574 JPY, indicating a robust market potential poised for further growth.

2. Emotional Drivers for Purchase
The survey highlighted that nostalgia and the yearning for childhood dreams drive the purchasing motivations among the Kidult population. Nearly half of the respondents admitted to picking up items driven by nostalgia, and 27.6% expressed a desire to buy toys they yearned for as children but couldn't afford. This emotional connection is pivotal in propelling the Kidult market forward.

3. Popular Items Among Kidults
When asked about their recent purchases,