In 2019, Build-A-Bear launched the Bear Cave, an 18+ age-gated microsite, and in February 2025, the brand is expanding its limited-edition "After Dark" Valentine's Day Collection. On the site, adults will discover personality-packed Cuddly Cougar gift sets. While one cougar plush has a love of Romantasy books and "caBEARnet" wine, another cougar plush sports a fashionable pink sequin dress and loves to get on the dancefloor. There's also one with an "On the Prowl" t-shirt.
Toy brands are expanding beyond their kid-focused audiences by launching product lines designed specifically for adults, tapping into nostalgia and an all-ages love of collectibles. Build-A-Bear's limited-edition "After Dark" Valentine's Day Collection taps into "kidulting," a desire for playful self-expression and memorable gifting experiences specifically targeted at grown-up consumers.
What's Driving This Trend
- Kidulting Collectibles
- Brands are creating toy lines aimed at adults, blending childhood nostalgia with mature themes for a unique collectible experience.
- Gifting for Self-expression
- Personalized and themed gifts are becoming more popular, allowing consumers to express their personality and interests through memorable items.
- Nostalgic Brand Revivals
- Companies are revamping classic brand experiences to attract adult demographics seeking a taste of their childhood.
Who This Affects Most
- Adult-oriented Toys
- The adult toy market is growing as products evolve to cater to individuals looking for playful yet sophisticated collectibles.
- Gift and Specialty Retailers
- There is an increasing demand in the specialty gift market for personalized and nostalgic items that cater specifically to adult preferences.
- Online Retail Platforms
- E-commerce platforms see innovation opportunities in creating exclusive, age-gated sections for unique adult-targeted products.
