Kidulting Study Insights & Key Findings

Across the country, adults are openly embracing toys, games, cartoons, collectibles, and cozy childhood rituals—not as a joke, but as a genuine part of their daily lives. The rise of adult play marks a fundamental shift in how adults navigate burnout and daily anxiety. In previous decades, adult leisure was often restricted to formal exercise, traditional hobbies, or passive media consumption. Today, adults are granting themselves permission to engage in unstructured, low-pressure play purely for the joy of it.

Key takeaways from our national study include:

• Kidulting is a mainstream adult routine: Most American adults regularly participate in playful or nostalgic hobbies, with only a small minority abstaining completely.

• Stress relief and mental safety drive participation: Adults prioritize play primarily to unwind, recharge, and escape daily responsibilities without expectation of performance or monetization.

• Digital games serve as daily cognitive breaks: Mobile and computer gaming represent the most frequent form of play, functioning as controlled bedtime rituals and workday mental resets.

• Spending remains highly modest and intentional: Despite high market visibility for collectibles, most adults participate through low-cost or existing items, keeping monthly spending strictly budgeted.

• Social stigma around adult play has largely collapsed: The vast majority of adults feel comfortable sharing their playful hobbies with friends, partners, and colleagues without fear of judgment.

• Nostalgia functions as emotional support: Reconnecting with childhood media, games, and characters offers a sense of safety and control when modern life feels overwhelming.