The Rise of Kidults and the Future of Play in South Africa

The global toy industry gathered at the Nuremberg Toy Fair to unveil the latest trends and innovations shaping the future of play. A notable trend was the continued growth of adults buying toys, with ‘kidults’ now representing a staggering 30% of the global toy market.

From collectibles to high-quality nostalgic toys, many adults are discovering the joy of playing with toys again. Brands like ZURU are leading the way with innovative collectibles and surprise toys.

“The rise of adults buying toys has changed the industry,” says Glenn Ambrose, Country Manager for South Africa at ZURU. “These collectors are seeking nostalgia, creativity, and stress-relief through play, fueling demand for premium-quality collectibles, action figures, and interactive toys.”

He further explains that Kidults were once seen as a niche group but have become a mainstream driving force in the toy category. “The rise of kidults has reshaped the industry,” he says. “We’re seeing a massive surge in demand for products that offer high collectability, surprise elements, and a deeper emotional connection. Our 5 Surprise, Mini Brands, and MAX ranges are prime examples of how brands are adapting to this growing consumer base.”

"With the rise of adults buying toys and the significant impact this has had on the industry, the growth in popularity for collectibles and surprise elements will continue to grow,” he adds.

From Nuremberg to South Africa: What These Trends Mean for Local Markets

Ambrose explains that these global trends have implications for South Africa's toy industry because the local market is increasingly aligning with international patterns. “Retailers locally are also reporting heightened interest in collectibles, pop-culture-inspired toys, and nostalgic items.”

“At the fair we hosted well over three thousand visitors and our Africa team included all the major retailers including visitors from South Africa, Cameroon, Kenya and Ethiopia,” he says. “This is the first time we have had such a strong component of African retailers at the fair, demonstrating the growth of toys in the Pan-African markets.”

In South Africa, brands like ZURU are gaining traction by offering affordable yet high-quality collectibles that appeal to both young and adult collectors. “Toy retailers and manufacturers must recognize the power of this growing market segment and adapt their product lines accordingly,” he adds.

“One key takeaway from the Nuremberg Toy Fair is that innovation remains at the heart of the industry's success,” Ambrose says. “Brands that push boundaries and offer unique play experiences will continue to thrive, this is a hallmark trait of ZURU which is how we are leading the way.”

"Consumers today expect more from their toys—whether it's sustainable materials or deeply collectible elements," he adds. "The future of play belongs to brands that offer creative and challenging play experiences."

Ambrose notes that the Spielwarenmesse 2025 has once again proven that the toy industry is dynamic and evolving. “With adults driving market growth and innovation shaping the next wave of toys, South African retailers and distributors must stay ahead of these trends to remain competitive.”

He says that from the collectible craze to the demand for immersive experiences, the future of toys is bright, and the joy of play is only just beginning.

“Kidults are proving that play is not just for children and innovative approaches to collectibles and surprise toys continue to captivate consumers across multiple generations,” he concludes.

For more information visit: www.zurutoys.com.