Kidult Economy Booms: Adult Collectible Toys Emerge as New Engine for Export Growth

toy market’s 4.1% growth. This report explores the market’s expansion, consumer behavior, and how Chinese exporters are tapping into "nostalgia consumption" to win global buyers.

Global Market Scale: A $28.7 Billion Industry with Regional Hotspots

The global adult collectible toy market has evolved from a niche segment to a multi-billion-dollar industry in just five years. Euromonitor International data shows the market reached $28.7 billion in 2024, with North America, Europe, and Asia-Pacific as the top three regions—each with distinct consumer preferences and growth drivers.

North America remains the largest market, accounting for 42% of global sales (\(12.05 billion in 2024), led by demand for superhero and sci-fi IP collectibles. The U.S. is home to over 35 million adult toy collectors, with 62% of them spending \)500-\(2,000 annually on items like Marvel statues and *Star Wars* model kits, per a 2024 survey by The NPD Group. "American Kidults are willing to pay premium prices for limited-edition pieces that reflect their favorite pop culture memories," says Sarah Lee, senior analyst at Euromonitor. "A 12-inch resin statue of Spider-Man can sell for \)300-$500, and limited runs often sell out within hours."

Europe follows with 28% of the global market ($8.04 billion), where vintage and retro collectibles dominate. The UK, Germany, and France have seen a surge in demand for 1980s and 1990s toy replicas—such as Transformers G1 replicas and He-Man action figures—driven by middle-aged consumers seeking to recapture childhood nostalgia. In Germany, sales of retro model trains and cars for adults grew 27% in 2024, according to the German Toy Association.

Asia-Pacific is the fastest-growing region, with a CAGR of 18% since 2022. Japan’s long-standing otaku culture continues to drive demand for anime figurines (e.g., Demon Slayer and Attack on Titan), while Southeast Asia’s booming middle class is embracing both Western and Chinese IP collectibles. In Indonesia, sales of adult collectible toys rose 45% in 2024, with Chinese-made Naruto statues and Boonie Bears premium plush toys gaining popularity, CTJPA data reveals.

Consumer Portrait: Who Are the Adult Collectors?

Today’s adult toy collectors are a diverse group, but key demographic and behavioral trends are shaping product development and marketing strategies.

Age-wise, the core audience falls between 25 and 45 years old, accounting for 78% of global adult collectible buyers, per The NPD Group. This group—many of whom grew up during the golden age of animated series and blockbuster films—has disposable income to spend on hobbies. "Millennials and Gen Z are driving the Kidult trend," explains Li Jia, marketing director at HobbyMax, a Guangzhou-based collectible toy maker. "They view collectibles not just as toys, but as status symbols and emotional investments."

Gender dynamics are shifting, too. Historically a male-dominated market (with men making up 75% of buyers in 2019), female collectors now account for 35% of sales globally—up 12 percentage points in five years. In South Korea and the UK, female buyers prefer cute but high-quality collectibles, such as Sanrio’s Hello Kitty premium figures and Studio Ghibli’s My Neighbor Totoro resin models. "We’ve seen a 50% increase in female customers purchasing our Spirited Away figurines in Europe," Li Jia adds.

Three key motivations drive adult collectors:

Nostalgia: 62% of buyers cite "reconnecting with childhood memories" as their primary reason, according to a 2024 survey by Global Toy Insights. For example, 35-45-year-old Americans often seek out GI Joe or Barbie dolls from their youth, while Chinese collectors in Southeast Asia buy replicas of 1990s domestic animation characters like Black Cat Detective.

Social Identity: Collectors use their items to build community—sharing photos on Instagram, joining online forums (e.g., Reddit’s r/ActionFigures), and attending conventions like San Diego Comic-Con (SDCC). A 2024 study found that 45% of adult collectors have made friends through their hobby.

Investment Value: Limited-edition collectibles often appreciate in value. A 2019 limited-edition Avengers: Endgame Iron Man statue, originally priced at \(400, now sells for over \)1,200 on secondary markets like eBay. This "investment mindset" drives 30% of high-end purchases, The NPD Group reports.

Chinese Exporters’ Strategy: Designing for Nostalgia, Marketing for Connection

Chinese toy makers are leveraging their manufacturing expertise and IP partnerships to capture a larger share of the global adult collectible market, with two key focus areas: nostalgia-driven product design and community-focused marketing.

Product Design: Merging Nostalgia with Quality and Innovation

Successful Chinese exporters tailor their products to tap into regional nostalgia while upgrading quality to meet adult standards.

IP Collaboration for Global Nostalgia: Partnering with well-known global IPs is a top strategy. Shenzhen-based Pop Mart, famous for its blind boxes, launched a Star Wars collaboration in 2024—featuring 3-inch figurines of Darth Vader and Luke Skywalker with retro 1970s-style packaging. The line sold 500,000 units globally in its first three months, generating $25 million in revenue. "Global IPs have built-in nostalgia," says Wang Jian, Pop Mart’s global sales manager. "By putting our unique design spin on them, we appeal to both long-time fans and new collectors."

Retro Replicas with Modern Upgrades: For regional markets, Chinese firms recreate classic toys with better materials and details. HobbyMax released a 1980s Transformers Optimus Prime replica in 2024, made with die-cast metal (instead of plastic) and LED lights in the eyes. Priced at $280, the model sold 20,000 units in Europe and North America—outperforming expectations. "Adults want the nostalgia of their childhood toys, but with the quality they can appreciate now," Li Jia explains.

Chinese IP Globalization: Domestic IPs are also gaining traction. Guangzhou’s Alpha Group launched a premium The Legend of Hei (Ling Long) statue line in 2024, targeting sci-fi fans in the U.S. and Europe. The 10-inch resin statues, featuring the IP’s post-apocalyptic characters, sold for $320 each and became a top-seller at London Toy Fair. "Chinese IPs offer fresh stories for global collectors tired of the same Western characters," says Zhang Wei, Alpha Group’s export director.

Marketing: Building Community and Creating Scarcity

To reach adult collectors, Chinese exporters are moving beyond traditional advertising to focus on community building and scarcity-driven campaigns.

Social Media and KOL Partnerships: Platforms like Instagram, TikTok, and YouTube are critical for showcasing collectibles. Pop Mart partners with "toy unboxing" KOLs like @ToyCollectorGirl (who has 1.2 million followers) to review its products. A 2024 TikTok video of her unboxing the Star Wars figurines received 4.5 million views, driving a 30% spike in sales. "Adults trust other collectors more than ads," Wang Jian notes.

Convention Presence: Major toy conventions—such as SDCC, Tokyo Toy Show, and London Toy Fair—are key for building brand visibility. In 2024, HobbyMax unveiled its limited-edition Attack on Titan statue at SDCC, offering 500 exclusive "Comic-Con Only" units with special packaging. The units sold out in two hours, and the buzz generated 10,000 pre-orders for the regular edition.

Community Engagement: Exporters are creating online communities to foster loyalty. Alpha Group launched a Facebook group, "Global Ling Long Collectors," where members share photos of their statues, participate in Q&As with the IP’s designers, and vote on upcoming products. The group now has 25,000 members, and 40% of them have made repeat purchases. "When collectors feel part of a community, they become brand advocates," Zhang Wei says.

Limited-Edition and Pre-Order Models: Scarcity drives demand. Most Chinese adult collectibles are released as limited editions (e.g., 1,000-5,000 units) with numbered certificates, creating a sense of exclusivity. Pre-orders are also common—HobbyMax opened pre-orders for its Optimus Prime replica three months before release, allowing the company to gauge demand and adjust production.

Challenges and Future Outlook

Despite the growth, Chinese exporters face hurdles in the adult collectible market. Competition from established Western brands (e.g., Funko, Sideshow Collectibles) and Japanese firms (e.g., Good Smile Company) remains fierce. IP infringement is another risk—counterfeit Chinese-made Star Wars statues have flooded online marketplaces, undercutting legitimate sales. Additionally, high production costs (for resin and metal materials) mean profit margins are slimmer than for children’s toys.

To overcome these challenges, exporters are investing in innovation and brand building. Some are integrating technology into collectibles—like AR (augmented reality) features that let users "bring statues to life" via smartphone apps. Others are focusing on sustainability, using eco-friendly resins to appeal to environmentally conscious buyers.

Looking ahead, the future of adult collectible toy exports is bright. Emerging markets like the Middle East and Latin America are showing strong growth—Saudi Arabia’s adult collectible market grew 55% in 2024, per CTJPA. As more adults embrace "play as a lifestyle," Chinese exporters that can balance nostalgia, quality, and community will continue to capture market share.

"The Kidult economy isn’t a fad—it’s a long-term trend," Sarah Lee says. "Adults are prioritizing experiences and emotional connections, and collectible toys deliver both. For Chinese exporters, this is a once-in-a-generation opportunity to become global leaders in a fast-growing segment."

As Chinese-made adult collectibles increasingly appear on shelves in New York, London, and Tokyo, the industry is proving that toys aren’t just for kids—and that nostalgia can be a powerful engine for export growth.