South Korea is growing into a nation of kidults who turn to nostalgia for escapism. The country has become one of the largest markets for classic Japanese character company Sanrio, a brand experiencing a global resurgence across different sectors, including food, fashion, beauty, and lifestyle.
The highly anticipated Barbie movie showcases how the iconic doll is permeating popular culture once again, capturing the hearts of Gen Z and Y. What’s behind the growing acceptance and celebration of these ‘kidults’ and how is Barbie helping them stay young at heart?
Hasbro is harking back to the '90s with the relaunch of Furby, piquing not only the interest of kids but also their nostalgic Gen Y parents. Kidulting behaviors have come to dominate pop culture as young adults' purchasing habits have shifted to maximize playfulness and escapism.
When the world grows harsh, Gen Yers and Xers turn to nostalgia for comfort. We saw it almost a decade ago with the rise of adult colouring books for mindfulness – and now grown-ups are turning to LEGO, superheroes, and Star Wars. So, what does this mean? And what opportunities does it present?
With a strong aesthetic identity built around beloved cult characters, Disney has expanded into the homeware sector to meet older fans where they live. How is the brand’s foray into home décor allowing it to move beyond simple merchandising and toward embedded lifestyle choices?