Trends 2025: Film’s like “Lilo & Stitch” are Sparking a “Kidult” Trend Evolution

Why it is the topic trending:

• Emergence of the "Kidult" Market as a Multi-Billion Dollar Industry: The concept of "kidults"—adults who engage with products and entertainment traditionally meant for children—is no longer a niche, but a significant and rapidly growing market. This demographic now accounts for up to 28% of global toy sales, with annual growth rates as high as 10%, indicating a powerful economic force that brands are keen to tap into.

• "Lilo & Stitch" as a Catalyst for Fandom Re-engagement: The return of Lilo & Stitch to the big screen after 23 years has specifically "reignited fandoms across age groups." This theatrical release serves as a timely cultural touchstone, activating latent nostalgia and driving renewed interest in associated merchandise and experiences.

• Millennials and Gen Z Leading the Charge with Discretionary Income: These younger adult generations are identified as the primary drivers of the kidult trend. They are bringing not only their "wallets" (with greater discretionary income than parents shopping for children) but also their active engagement on social media platforms like TikTok and Instagram, amplifying the trend through content creation and sharing.

• Nostalgia and Emotional Comfort in a High-Stress World: The article highlights that in today's high-stress environment, engaging with childhood characters and playful fashion provides "emotional comfort and sensory joy." This psychological need for relief and happiness makes kidulting a powerful coping mechanism and a meaningful form of self-expression.

• Social Media Amplification and Normalization of Adult Fandom: Platforms like TikTok and Instagram are crucial for the trend's visibility and growth. Fans enthusiastically share their "styled looks, unboxings, and creative content," which both fuels demand for kidult products and normalizes the idea of adults openly embracing their childlike interests.

• Brands Actively Responding to Demand: Companies like MADMIA are directly observing and responding to the overwhelming demand for kidult products, such as their Stitch socks selling out multiple times globally. Their commitment to producing more "joyful escape" products confirms the commercial viability and active engagement of this market segment.

Overview:

The "Kidult" trend, referring to adults who embrace children's entertainment and products, is now a multi-billion dollar market. Fueled by the theatrical return of Lilo & Stitch, this phenomenon is particularly driven by Millennials and Gen Z who leverage their nostalgia, discretionary income, and social media presence to engage with beloved childhood characters. Brands are capitalizing on this demand, recognizing that these "kidults" are becoming new tastemakers, seeking emotional comfort, self-expression, and a playful escape from a high-stress world through their purchases.

Detailed findings:

• Definition of "Kidult": An adult who enjoys activities, entertainment, or products traditionally intended for children, combining "kid" and "adult." This includes hobbies like playing with toys, watching cartoons, collecting memorabilia, or engaging in playful hobbies.

• Market Size and Growth: "Kidulting" is described as a "multibillion-dollar market" in 2025. Adults account for up to 28% of global toy sales, and this segment is experiencing significant year-on-year growth of up to 10%, indicating a robust and expanding consumer base.

• "Lilo & Stitch" as a Key Driver: The return of Stitch to the big screen after 23 years has "reignited fandoms across age groups," with global searches for "Lilo & Stitch" booming according to Google Trends. This film specifically exemplifies how a theatrical release can activate the kidult trend.

• Demographic Drivers: Millennials and Gen Z are identified as the leading generations driving this trend, actively bringing their "wallets, their TikToks, and their childhood memories." This highlights their financial capacity and digital influence.

• Brand Success Story (MADMIA): MADMIA, a brand selling Stitch socks, experienced "unbelievable" demand in Australia, with products selling out multiple times globally. This concrete example illustrates the commercial impact of the kidult trend on specific brands.

• Motivational Factors for Kidults:

  • Nostalgia: A deep desire to "reconnect with one of their childhood’s most beloved chaotic-good characters" (Stitch).

  • Emotional Comfort and Sensory Joy: In a "high-stress world," playful fashion offers "therapeutic" benefits, providing "a sense of relief and happiness."

  • Self-Expression: Character-based fashion, like Stitch socks, is a "low-stakes yet high-impact way to communicate individuality and personality."

• Role of Social Media: Platforms like TikTok and Instagram are crucial for amplifying the trend. Fans "enthusiastically share their styled looks, unboxings, and creative content," which "fuel[s] demand and normaliz[es] adult fandom."

• Discretionary Income: Unlike parents buying for children, many kidults "have greater discretionary income," enabling them to "invest in high-quality, joy-sparking items" and establish themselves as a "significant force in the retail market."

• Long-Term Trend: Tanja Filipovska, MADMIA founder, states that "Kidults aren’t a passing trend – they’re the new tastemakers," suggesting a lasting shift in consumer behavior and market influence.

Key success factors of product (trend):

• Nostalgia Activation: Products that successfully tap into strong, positive childhood memories and beloved characters resonate deeply with kidults, driving emotional connection and purchase intent.

• Emotional Comfort and Therapeutic Value: In a stressful world, products that offer a sense of relief, happiness, or sensory joy provide more than just utility; they provide a psychological benefit.

• Facilitation of Self-Expression: Kidult products often serve as a means for individuals to express their personality, individuality, and inner child in a "low-stakes" yet impactful way.

• Social Media Shareability: Products that lend themselves to visually appealing content (styled looks, unboxings) for platforms like TikTok and Instagram gain organic amplification and contribute to normalizing the trend.

• High-Quality and Collectibility: Given that kidults often have more discretionary income than parents shopping for children, they are willing to invest in well-made, durable, and collectible items.

• Accessibility and Wearability/Usability: Products like socks offer a "pop of colour" and "piece of childhood magic you can wear at any age," demonstrating how everyday items can be integrated into this trend.

• Authentic Brand Response: Brands that genuinely understand and respond to the "energy" and demand from the kidult community, as seen with MADMIA, build trust and loyalty.

Key Takeaway:

The "Kidult" phenomenon, driven by nostalgia, emotional comfort, and the financial power of Millennials and Gen Z, is a multi-billion dollar market that is fundamentally reshaping consumer behavior and brand engagement. Its amplification through social media has normalized adult fandom, compelling brands to offer high-quality, expressive products that provide both joy and a connection to cherished childhood memories.

Main trend:

The main trend is the mainstreaming and commercialization of "Kidulting," where adult consumers are increasingly embracing and financially investing in products, entertainment, and hobbies traditionally associated with childhood, driven by nostalgia, emotional well-being, and self-expression.

Description of the trend (please name it):

The "Playful Adulting" Trend: This trend signifies a cultural shift where adulthood is no longer solely defined by seriousness and responsibility, but actively incorporates elements of play, joy, and connection to one's inner child. It manifests as adults deliberately engaging with entertainment, fashion, and products (like toys, cartoons, or character-themed apparel) that were once considered exclusively for children. This isn't about immaturity, but about a conscious choice to seek comfort, express individuality, and find happiness through nostalgic and playful means in a complex modern world.

What is consumer motivation:

• Nostalgia and Reconnection: Consumers, particularly Millennials and Gen Z, are deeply motivated to "reconnect with one of their childhood's most beloved chaotic-good characters" (like Stitch). This provides a sense of comfort, familiarity, and a warm, fuzzy feeling associated with simpler times.

• Emotional Comfort and Therapeutic Release: In a "high-stress world," playful fashion and engaging with childhood icons offer "emotional comfort and sensory joy," acting as a "joyful escape" and providing "a sense of relief and happiness." It's a form of self-care.

• Self-Expression and Individuality: Wearing character-based fashion allows kidults a "low-stakes yet high-impact way to communicate individuality and personality." It's a subtle yet clear statement about who they are and what they value.

• Discretionary Income and Quality Investment: Kidults often have more disposable income than parents buying for children, motivating them to invest in "high-quality, joy-sparking items." This allows for more considered, purpose-filled purchases.

• Social Connection and Validation: The enthusiastic sharing of "styled looks, unboxings, and creative content" on social media indicates a motivation to connect with like-minded individuals, gain social validation for their interests, and feel part of a community.

What is driving trend:

• High-Stress Modern World: The prevailing "high-stress world" creates a strong demand for escapism, emotional comfort, and therapeutic outlets, which kidult products and entertainment effectively provide.

• Return of Iconic IP: The theatrical return of beloved characters like Stitch after decades reignites dormant fandoms and introduces these characters to new generations, acting as a powerful catalyst for the trend.

• Generational Shift (Millennials & Gen Z): These generations, having grown up with a specific set of pop culture icons, are now adults with disposable income and a strong digital presence, making them ideal drivers for this trend. Their rejection of "tame adulthood" fuels the adoption of playful interests.

• Social Media Normalization: Platforms like TikTok and Instagram facilitate the sharing and celebration of kidult interests, effectively "normalizing adult fandom" and removing any perceived stigma, thereby encouraging wider participation.

• Brands Capitalizing on Demand: The proactive response of brands like MADMIA, producing desirable merchandise and recognizing kidults as "new tastemakers," fuels the supply side of the market and further validates the trend.

• Discretionary Income Availability: The financial capacity of kidults (not burdened by direct child-rearing costs) allows them to make discretionary purchases for items that bring them personal joy, rather than just necessities.

What is motivation beyond the trend:

• Reclaiming Childhood Innocence and Joy: Beyond just nostalgia, there's a deeper motivation to recapture a sense of innocence, unbridled joy, and creative freedom often associated with childhood, as an antidote to the complexities and responsibilities of adult life.

• Authenticity and Self-Acceptance: For many, embracing "kidult" interests is an act of authenticity, rejecting societal pressures to conform to a perceived "mature" persona and instead embracing their true selves and passions.

• Stress Management and Mental Well-being: The "therapeutic" aspect points to a deeper motivation of utilizing playful engagement as a conscious strategy for stress management, mental health, and emotional regulation in a demanding environment.

• Community and Belonging: The active sharing on social media goes beyond mere promotion; it reflects a fundamental human need for community and belonging with like-minded individuals who share unconventional or specific interests.

• Consumer Empowerment: Kidults, with their discretionary income and social media influence, are asserting their power as consumers, demanding products that genuinely resonate with their desires for joy and self-expression, rather than passively accepting what brands offer.

Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle? What kind of movies they like? Are they frequent, low or moderate moviegoers? What are their shopping preferences):

The article primarily refers to "Kidults," which are adults who maintain childlike interests. Specifically, the core demographic driving this trend are:

• Age: Primarily Millennials and Gen Z, who are currently in their 20s and 30s (e.g., adults for whom the original Lilo & Stitch from 23 years ago was a childhood memory).

• Gender: Not explicitly stated as skewed to one gender, but the mention of "playful fashion" and the general appeal of Stitch suggests a broad appeal to both genders, with women likely being a significant part of the fashion/merchandise segment.

• Income: They are characterized as having "greater discretionary income" compared to parents shopping for children. This implies a stable income that allows for non-essential, "joy-sparking" purchases. They are not necessarily high-income earners, but they have disposable funds for their passions.

• Lifestyle: They are described as "rejecting tame adulthood in favour of vibrant nostalgia and playful, purpose-filled purchases." Their lifestyle involves actively seeking "joyful escape" and "emotional comfort" in a "high-stress world." They are likely active on social media platforms like TikTok and Instagram, where they share their interests and engage with communities. They value self-expression and individuality.

• Kind of Movies They Like: They are drawn to nostalgic animated films like Lilo & Stitch, which reconnect them with childhood memories. Given the broader "kidult" definition, they likely enjoy cartoons, reboots of childhood franchises, and films that evoke a sense of playfulness and wonder.

• Moviegoer Frequency: While not explicitly stated, the act of "reigniting fandoms across age groups" due to a theatrical release suggests they are at least moderate moviegoers, especially for films that tap into their nostalgic interests or offer an "event" experience. They may not be frequent attenders for all genres, but will show up for specific, personally relevant content.

• Shopping Preferences: They prefer "vibrant nostalgia and playful, purpose-filled purchases." They are willing to "invest in high-quality, joy-sparking items." They seek products that offer "emotional comfort and sensory joy," are "fun," "therapeutic," and allow for "self-expression." They value collectibility and unique items. They are also influenced by social media sharing and trends.

Implications for brands:

• Tailored Product Development for Adults: Brands need to move beyond traditional age segmentation and actively design products and experiences that cater specifically to adult tastes within traditionally "childlike" categories (e.g., sophisticated packaging for collectible toys, adult sizes for character apparel).

• Authentic Nostalgia Marketing: Simply re-releasing old IP isn't enough. Brands must tap into nostalgia authentically, understanding the emotional connection consumers have to their past, and framing products as offering "emotional comfort" or "joyful escape."

• Leverage Social Media for Fandom Engagement: Social platforms like TikTok and Instagram are crucial for connecting with kidults. Brands should encourage user-generated content (UGC), participate in trends, and create visually appealing, shareable content that normalizes adult fandom.

• Focus on Self-Expression and Identity: Position products as tools for "self-expression" and individuality. Kidults use these items to communicate who they are; brands should facilitate this narrative.

• Emphasize Quality and Collectibility: Given the discretionary income, brands should invest in higher quality materials, unique designs, and limited editions to appeal to the kidult's desire for "high-quality, joy-sparking items" and collectibles.

• Consider Cross-Category Collaborations: Partner with entertainment companies or other brands (like MADMIA with Disney's Stitch) to create licensed merchandise that brings beloved characters into adult-oriented products.

• Recognize Kidults as "Tastemakers": Brands should view kidults not just as consumers, but as influential trendsetters who can shape wider market tastes and drive demand through their advocacy and social media presence.

Implications for society:

• Redefinition of Adulthood: The kidult trend challenges traditional notions of what it means to be an adult, moving away from a purely serious, responsibility-laden persona towards one that embraces playfulness, emotional well-being, and personal joy.

• Increased Focus on Mental Well-being: The drive for "emotional comfort" and "sensory joy" through kidulting highlights a societal recognition and pursuit of informal coping mechanisms for stress and anxiety in modern life.

• Cultural Normalization of Diverse Interests: The widespread adoption and social media amplification of kidulting helps normalize adult engagement with traditionally childish interests, fostering greater acceptance of individuality and personal passions.

• Intergenerational Connectivity: Nostalgia-driven content can create common ground between different generations, as parents share their childhood favorites with their children, and adults bond over shared pastimes.

• Shift in Consumption Values: Society may see a continued shift towards "purpose-filled purchases" that offer emotional or psychological benefits, rather than purely utilitarian or status-driven consumption.

• Impact on Creative Industries: The trend could lead to a greater emphasis on developing and reviving beloved childhood IP for adult audiences, influencing content creation across film, television, and consumer products.

Implications for consumers:

• Greater Choice and Availability of Nostalgic Products: Consumers will find an increasing array of products and entertainment tailored to their nostalgic interests, allowing them to easily access items that bring them joy.

• Permission to Embrace Inner Child: The normalization of kidulting empowers consumers to openly enjoy interests traditionally deemed "childish" without fear of judgment, fostering greater authenticity and self-acceptance.

• New Avenues for Self-Expression: Character-based fashion and other kidult products offer consumers unique and fun ways to express their personality and identity in daily life.

• Community and Belonging: Consumers can readily connect with like-minded individuals online and in person who share their kidult interests, fostering a sense of community and reducing feelings of isolation.

• Therapeutic Benefits: Engaging with these products and experiences can provide genuine emotional comfort, stress relief, and a sense of happiness, contributing positively to consumers' mental well-being.

• Influence on Market Offerings: By actively engaging with the kidult market, consumers directly influence what brands produce, leading to a more responsive and consumer-driven marketplace.

Implications for film industry:

• Value of Nostalgic IP Revival: The success of Lilo & Stitch underscores the immense value in revisiting and re-imagining classic animated and family IP for adult audiences. This can be a reliable strategy for box office success.

• Targeting the "Kidult" Demographic Explicitly: The film industry needs to recognize the "kidult" as a distinct, powerful demographic with significant discretionary income and tailor marketing, and even content elements, to appeal to their specific motivations (nostalgia, emotional comfort, self-expression).

• Cross-Generational Marketing: While appealing to original fans, re-releases of classic IP should also aim to introduce these stories to younger generations to ensure longevity and broader appeal.

• Synergy with Consumer Products: The success of Stitch merchandise (socks) highlights the crucial synergy between film releases and consumer product licensing. Film releases drive demand for merchandise, and merchandise keeps characters culturally relevant between films.

• Social Media Engagement is Key: The industry must invest heavily in social media strategies that encourage fan engagement, user-generated content, and viral sharing to amplify film buzz and merchandise sales.

• Understanding the "Emotional" Return: For these nostalgic films, the industry should emphasize the emotional and therapeutic benefits a movie offers, beyond just entertainment, in its promotional messaging.

Implications for filmmakers:

• Opportunity in Reviving Classic Stories: Filmmakers should consider opportunities to re-interpret or continue beloved classic stories, understanding the built-in audience and emotional connection. This requires a delicate balance of respecting the original while offering something new.

• Focus on Character Connection and Emotional Resonance: When working with iconic characters, filmmakers should prioritize crafting narratives that deepen the emotional bond audiences have with these figures, tapping into their desire for comfort and nostalgia.

• Embrace Playfulness and Wonder: Filmmakers can explore incorporating elements of playfulness, lightheartedness, and wonder into their storytelling, even for films not explicitly for children, to resonate with the "kidult" mindset.

• Consider Merchandise and Licensing Potential: During development, filmmakers should be aware of the potential for their characters and stories to translate into successful consumer products, which can extend the life and impact of their work.

• Leverage Fan Engagement: Filmmakers should understand that active fan communities exist for many IPs. Engaging with these communities (e.g., through social media Q&As, behind-the-scenes content) can build excitement and loyalty.

• Authenticity in Storytelling: For projects driven by nostalgia, authenticity to the original spirit and characters is crucial. Filmmakers must respect the source material that fans cherish.

Consumer Trend:

Name: Playful Wellness & Nostalgia as Self-Care

Detailed Description: This trend describes a consumer inclination to actively integrate elements of childhood playfulness, wonder, and nostalgic comfort into their adult lives as a form of self-care and emotional regulation. Driven by the stresses of modern living, consumers are seeking out products, entertainment, and experiences traditionally associated with younger demographics, such as character-themed merchandise, animated films, and playful hobbies. These choices are purposeful, aimed at providing emotional solace, sensory joy, and a sense of escape, while simultaneously offering avenues for authentic self-expression and connection to cherished memories. The trend is amplified by social media, which normalizes and celebrates these "kidult" interests, fostering a vibrant community around shared passions.

Consumer Sub Trend:

Name: Character-Driven Identity & Expressive Fandom

Detailed Description: This sub-trend focuses on how consumers are increasingly using beloved fictional characters and their associated merchandise as a primary means of personal expression and identity communication. Beyond mere consumption, it involves active engagement in "expressive fandom," where individuals wear, collect, and share items (like Stitch socks) that subtly or overtly communicate their personality, values, and affinity for specific fictional worlds. Social media platforms serve as key arenas for this expression, allowing fans to style their looks, showcase their collections, and connect with a global community of like-minded enthusiasts, thereby reinforcing their identity within a shared cultural space.

Big Social Trend:

Name: Post-Serious Adulthood

Detailed Description: This represents a significant societal shift away from a rigid, traditional definition of adulthood characterized solely by seriousness, responsibility, and suppression of playful impulses. Instead, there's a growing acceptance and celebration of adults embracing elements of joy, wonder, and even childlike interests. This trend challenges the notion that maturity must come at the expense of playfulness, advocating for a more holistic and personally fulfilling adult experience where emotional well-being and authentic self-expression are prioritized over conventional expectations of "grown-up" behavior. It's a rejection of "tame adulthood" in favor of a more vibrant and emotionally liberated existence.

Worldwide Social Trend:

Name: Globalized Comfort Consumption

Detailed Description: This trend reflects a global consumer inclination to seek comfort and emotional solace through consumption, particularly via universally recognized and nostalgic pop culture phenomena. In an interconnected yet often turbulent world, globalized entertainment (like Disney's Stitch) offers a shared, accessible source of emotional regulation and a sense of familiarity across diverse cultures. This comfort consumption transcends geographical boundaries, as evidenced by Stitch merchandise selling out globally, indicating a universal human need for emotional relief and connection to beloved characters that offer a collective sense of joy and escape.

Social Drive:

Name: Emotional Regulation Through Play

Detailed Description: This underlying social drive is the fundamental human need to manage stress, anxiety, and the pressures of modern life through engagement with playful, joyful, and emotionally comforting activities. In a world characterized by high demands and constant information overload, there is a deep-seated impulse to seek out experiences that provide psychological relief, foster happiness, and allow for a temporary mental "escape" into a realm of lightheartedness and imagination, often achieved through nostalgic or childlike pursuits.

Movie Trend:

Name: Rejuvenated IP & Intergenerational Engagement

Detailed Description: This movie trend highlights the film industry's successful strategy of revitalizing and re-releasing classic intellectual properties (IP) to not only re-engage original adult fans (the "kidults" driven by nostalgia) but also to introduce these beloved stories and characters to new, younger generations. This approach aims to create an intergenerational audience, maximizing a film's cultural impact and box office longevity by appealing to diverse age groups through shared cultural touchstones, effectively extending the lifespan and relevance of existing franchises.

Learnings for brands to use in 2025:

• Develop Adult-Centric Licensed Products: Brands should proactively seek licenses for popular nostalgic IP and design high-quality, aesthetically pleasing products specifically for adult consumers, moving beyond traditional child-focused merchandise.

• Invest in Emotional Storytelling in Marketing: Shift marketing narratives to focus on the emotional benefits of products – comfort, joy, self-expression, escape – rather than just functional attributes, tapping into the underlying motivations of the kidult market.

• Foster User-Generated Content & Community: Create platforms and campaigns that encourage consumers to share how they integrate "kidult" products into their adult lives, amplifying word-of-mouth and building a strong, engaged community around the brand.

• Collaborate with Social Media Influencers (Kidults): Partner with adult content creators who authentically embrace the kidult lifestyle to reach and resonate with target audiences on platforms like TikTok and Instagram.

• Offer Premium and Collectible Versions: Cater to the discretionary income of kidults by offering higher-quality, limited-edition, or collectible versions of products, appealing to their desire for unique and lasting items.

Learnings for film industry to use in 2025:

• Prioritize IP with Strong Nostalgic Resonance: Greenlight projects that involve revisiting beloved characters and stories from 20-30 years ago, as these have a proven track record of activating the powerful kidult demographic.

• Market to Adults First for Nostalgic IP: While children are important, recognize that the initial financial and viral lift for re-released animated or family IP often comes from the adult "kidult" audience. Tailor early marketing efforts to them.

• Emphasize Emotional and Therapeutic Aspects of Viewing: Promote films not just as entertainment, but as an escape, a source of comfort, or a way to reconnect with cherished memories, addressing the deeper motivations of audiences.

• Strategic Cross-Platform Synergy: Ensure tight coordination between theatrical releases of nostalgic IP and the availability or revival of related content on streaming platforms, maximizing overall franchise engagement and revenue.

• Invest in Merchandise and Licensing Development Early: Integrate consumer product development into the early stages of film production for nostalgic IP, ensuring a robust and desirable range of merchandise is ready to capitalize on film buzz.

Learnings for film makers to use in 2025:

• Authenticity in IP Adaptation: When adapting or continuing beloved IP, prioritize authenticity to the original's spirit, character, and emotional core, as kidult audiences are highly attuned to faithfulness.

• Craft Stories with Emotional Depth: Aim to create narratives that resonate on a deeper emotional level, offering comfort, joy, or a sense of hope, recognizing these as key motivators for kidult audiences.

• Design for Visual Shareability: Consider how characters, costumes, or specific scenes might lend themselves to visually appealing content on social media, encouraging fan engagement and viral spread.

• Explore Nuances of "Playful Adulthood": Filmmakers can explore themes of adults navigating responsibility with a sense of play, or characters finding joy in unexpected places, reflecting the broader "Post-Serious Adulthood" trend.

• Collaborate with Merchandise Designers: Work closely with consumer product teams to ensure that characters and designs are well-suited for translation into merchandise, which can extend the life and cultural footprint of the film.

Strategy Recommendations for brands to follow in 2025:

• Develop a Dedicated "Kidult" Product Line: Create distinct product categories or collections specifically designed and marketed for adult consumers who enjoy nostalgic or playful items, with premium positioning and emotional benefits.

• Implement Nostalgia-Triggered Marketing Campaigns: Launch campaigns that leverage specific cultural touchpoints (e.g., anniversary dates of classic films, childhood memories) to activate emotional connections and drive purchase intent.

• Build Community Around Brand Fandoms: Invest in online platforms and offline events that foster a sense of community among "kidult" consumers, encouraging sharing, interaction, and brand advocacy.

• Partner with Entertainment IP Holders: Proactively seek licensing opportunities with studios and content creators for highly popular nostalgic characters and franchises, especially those with upcoming theatrical releases.

• Integrate Social Commerce with User-Generated Content: Make it easy for consumers to shop directly from social media posts and actively feature user-generated content in marketing to build trust and demonstrate social proof.

Strategy Recommendations for film industry to follow in 2025:

• Create an IP Revival Roadmap: Develop a long-term strategy for identifying and re-releasing culturally significant animated and family IP, staggering releases to maintain consistent audience engagement and merchandise opportunities.

• Institute Cross-Functional IP Teams: Establish dedicated teams that oversee the entire lifecycle of a franchise, from film development to consumer products, streaming content, and interactive experiences, ensuring cohesive strategy and maximum monetization.

• Invest in Data Science for Audience Segmentation: Enhance capabilities in audience data analytics to precisely identify and understand the "kidult" demographic's motivations, media consumption habits, and purchasing power, informing all aspects of development and marketing.

• Collaborate with Social Media Platforms for Bespoke Campaigns: Work directly with TikTok, Instagram, and other platforms to develop innovative, interactive marketing campaigns that encourage user-generated content and viral sharing specific to nostalgic IP.

• Prioritize Cinematic Experience for Nostalgic Releases: Ensure that revived IP receives premium theatrical treatment (IMAX, Dolby Cinema) to maximize the sensory impact and provide a compelling reason for adults to return to cinemas.

Strategy Recommendations for film makers to follow in 2025:

• Adopt an "Audience Empathy" Mindset: When approaching any project, particularly IP-driven ones, deeply understand the emotional connection and expectations of the target audience, especially kidults, to ensure the story resonates authentically.

• Integrate "Playful Elements" Thoughtfully: Explore ways to subtly or overtly weave in themes of play, joy, or whimsicality into storytelling and visual design, even in more mature films, to appeal to the broader "Post-Serious Adulthood" trend.

• Develop Strong Visual Hooks for Social Media: Design character looks, iconic moments, or unique visuals that are inherently "shareable" and easily digestible on social media platforms, aiding organic promotion.

• Engage with Fan Communities During Production: Where appropriate, involve fan communities in limited ways (e.g., polls for minor details, Q&As) to build anticipation, gather feedback, and create a sense of ownership.

• Champion Emotional Storytelling: Regardless of genre or budget, focus on crafting narratives that evoke genuine emotion, whether it's comfort, joy, excitement, or nostalgia, as these are primary drivers for consumer engagement.

Final note:

• Core Trend: The Playful Adulting Phenomenon. This trend describes adults embracing traditionally childlike activities and products as a form of self-care, self-expression, and escape from modern stresses, significantly impacting market dynamics.

• Core Strategy: Authentic Nostalgia & Experiential Merchandise. The core strategy involves brands and industries genuinely tapping into consumers' nostalgic desires by offering high-quality, emotionally resonant products and experiences that allow adults to express their playful side.

• Core Movie Trend: IP Rejuvenation for Intergenerational Connection. The key movie trend is the successful revitalization of classic intellectual properties to create content that appeals simultaneously to both the nostalgic adult audience and new, younger generations, ensuring long-term franchise viability.

• Core Consumer Motivation: Emotional Comfort Through Nostalgic Play. At its heart, consumers are driven by a deep-seated need for emotional solace and joy, which they find by re-engaging with cherished childhood memories and characters through playful consumption.

Final Conclusion:

The "Kidult" trend, ignited by films like Lilo & Stitch, represents a profound and lucrative shift in consumer behavior, demonstrating that adulthood no longer necessitates the abandonment of playful interests. This multi-billion dollar market, spearheaded by Millennials and Gen Z, is fundamentally driven by a collective desire for emotional comfort, authentic self-expression, and a nostalgic escape from the pressures of modern life. Social media plays a pivotal role in amplifying and normalizing these interests, transforming kidults into powerful tastemakers. For brands and the film industry, understanding this dynamic means prioritizing the revival of beloved IP, developing high-quality, emotionally resonant products and content, and embracing innovative, social-media-driven marketing strategies that speak directly to the adult who still cherishes their inner child. This isn't a passing fad; it's a recalibration of what adulthood means in the 21st century, offering immense opportunities for those who can genuinely connect with this playful spirit.

Core Movie Trend Detailed:

The Core Movie Trend Detailed for "The Playful Adulting" phenomenon centers on the film industry's adept strategy of reimagining and re-releasing beloved, typically family-oriented, intellectual properties (IP) in a way that specifically targets and monetizes the adult "kidult" demographic, while simultaneously appealing to contemporary younger audiences. This involves not just simple reboots, but a conscious effort to craft narratives and accompanying merchandise that resonate with adults' nostalgia, desire for emotional comfort, and inclination towards self-expression through playful means. Films like Lilo & Stitch exemplify this, leveraging a cherished childhood classic to activate a financially powerful adult audience who are eager to re-engage with these stories and characters both on screen and through consumer products, thereby creating a robust intergenerational viewing experience and extending the commercial lifespan of the IP.

Key Characteristics of the Core trend:

• Re-engagement with Nostalgic IP: The trend is fundamentally characterized by the strong performance of films that revisit and revitalize beloved characters and stories from two to three decades ago, directly appealing to the "kidult" demographic's childhood memories.

• Dual Audience Appeal: These films are designed to attract both the adult "kidult" audience (driven by nostalgia and emotional comfort) and contemporary younger audiences, creating a cross-generational viewing experience that broadens the film's market reach.

• Strong Merchandise Synergy: The theatrical releases of these films are tightly integrated with robust consumer product licensing, with merchandise (like Stitch socks) becoming a significant part of the trend, acting as tangible expressions of adult fandom.

• Emotional and Therapeutic Value: Beyond mere entertainment, these films and associated products are sought after for the emotional comfort, joy, and sense of escape they provide, particularly in a high-stress modern world.

• Social Media Amplification: The trend is heavily fueled by social media platforms (TikTok, Instagram) where "kidults" enthusiastically share their engagement, normalizing adult fandom and driving viral marketing for films and merchandise.

• Discretionary Income Driving Purchases: The kidult demographic, often possessing significant discretionary income, is willing to invest in high-quality, "joy-sparking" items and premium theatrical experiences related to their nostalgic interests.

Market and Cultural Signals Supporting the Trend (summary):

• Multi-Billion Dollar "Kidult" Market: The existence of a dedicated "kidult" market, accounting for up to 28% of global toy sales and growing by 10% year-on-year, provides clear statistical evidence of this cultural shift.

• "Lilo & Stitch" Box Office Success: The strong performance of Lilo & Stitch in its second weekend, coupled with its merchandise selling out globally, signals the commercial viability and widespread appeal of nostalgic IP for adult audiences.

• Booming Online Hype for Nostalgic Content: Google Trends showing booming global searches for "Lilo & Stitch" indicates a significant online engagement and anticipation for beloved childhood characters.

• Brand Endorsement and Response: Brands like MADMIA explicitly acknowledging "Australia's love for Stitch" and adapting their product lines to meet the "unbelievable" demand from adult fans confirm the trend's impact on consumer behavior and brand strategy.

• Social Media Normalization of Adult Fandom: The widespread sharing of "styled looks, unboxings, and creative content" by adults on platforms like TikTok and Instagram provides cultural proof that engaging with "childlike" interests is now normalized and celebrated.

• Kidults as "New Tastemakers": The assertion by industry figures that "Kidults aren’t a passing trend – they’re the new tastemakers" reflects a recognition of their growing influence on market trends and consumer preferences.

• Desire for Emotional Comfort: The explicit mention that playful fashion offers "emotional comfort and sensory joy" in a "high-stress world" points to a deeper cultural need that this trend addresses.

How the Trend Is Changing Consumer Behavior (summary):

• Purpose-Driven Purchases: Consumers are shifting towards "purpose-filled purchases" where the primary motivation is emotional comfort, joy, or self-expression, rather than just utility or status.

• Increased Spending on Nostalgic IP: Consumers, especially kidults with discretionary income, are willing to spend more on high-quality merchandise and experiences related to their cherished childhood memories.

• Blurring of Age-Segmented Consumption: Traditional age boundaries for product and entertainment consumption are becoming less rigid, as adults openly embrace interests previously deemed exclusive to children.

• Active Participation in Fandom: Consumers are moving beyond passive consumption to active participation in fandoms, including sharing content on social media, collecting memorabilia, and engaging in playful hobbies.

• Seeking Emotional Regulation Through Entertainment: Consumers are consciously using entertainment and products as a means to manage stress, find emotional comfort, and escape from daily pressures.

• Influence of Peer Behavior on Social Media: The visibility of adult fandom on social media encourages more consumers to embrace similar interests, as it normalizes and celebrates "playful adulting."

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, For Movie Industry, For Filmmakers summary):

• For Brands and CPGs: This trend implies a lucrative opportunity to develop and market products specifically tailored for adult consumers that tap into nostalgia, emotional comfort, and self-expression. It demands a shift towards authentic storytelling and active engagement on social media platforms to connect with adult fandoms.

• For Retailers: There's a need to rethink store layouts and product assortments to create dedicated "kidult" sections or integrate nostalgic merchandise throughout adult-focused categories. Retailers can also leverage in-store experiences that evoke playfulness and comfort to attract this demographic.

• For Consumers: Consumers gain greater choice in products and entertainment that cater to their emotional needs and nostalgic desires. It empowers them to embrace their individuality and find joy in unexpected places, fostering a sense of community with like-minded individuals.

• For Movie Industry: The industry finds a powerful strategy in revisiting and re-releasing classic IP to attract a financially strong "kidult" audience, ensuring cross-generational appeal and extending the commercial lifespan of franchises through both theatrical runs and extensive merchandise programs.

• For Filmmakers: This trend encourages filmmakers to explore narratives that offer emotional depth, comfort, and a sense of wonder, especially when working with established IP. It highlights the importance of creating visually engaging content that resonates with adult audiences and has strong merchandise potential.

Strategic Forecast:

• Sustained Growth of the Kidult Market (Long-term): The "kidult" trend is not a fleeting fad but a deep-seated cultural shift driven by generational preferences and societal needs for emotional well-being, indicating continued expansion and influence across various industries.

• Increased Investment in Cross-Generational IP Development: Film studios and content creators will intensify efforts to identify and develop intellectual properties that can simultaneously appeal to both nostalgic adult audiences and contemporary younger demographics.

• Innovation in "Comfort" and "Expressive" Products: Brands will increasingly design products that offer emotional benefits, sensory joy, and opportunities for personal expression, moving beyond mere utility or traditional age segmentation.

• Dominance of Social Media as a Marketing & Community Hub: Social media platforms will become even more critical for authentic brand-fan engagement, user-generated content, and the normalization of diverse consumer interests.

• Blurring of Entertainment & Retail Boundaries: Expect more immersive retail experiences and direct-to-consumer models that leverage entertainment IP, creating seamless pathways from screen to purchase for kidult consumers.

Final Thought:

The rise of the "kidult" signifies a joyous rebellion against the confines of conventional adulthood, reshaping markets by valuing emotional connection and playful self-expression above all else.

Source: https://www.goldcentralvictoria.com.au/trending/entertainment/films-like-lilo-stitch-are-sparking-a-kidult-trend-evolution/