At this year’s Play Creators Conference 2025, the spotlight turned to one of the most dynamic forces shaping the toy industry: kidults. In the session Creating for Kidults, YuMe’s Global Creative Director, Gurdeep Bains, shared powerful insights into why this audience has become such a vital part of the market.
Bains highlighted how kidults are driven not just by nostalgia, but by a desire for meaningful self-expression and the joy of collecting. From pop culture-inspired figures to premium collectibles that double as display pieces, this demographic is redefining what play means in adulthood. The discussion underscored how brands must approach design with both emotional resonance and quality in mind—creating products that connect to cherished memories while offering the craftsmanship today’s collectors demand.
What stood out most was Bains’ vision of kidult culture as more than a passing trend. It’s a lifestyle movement that celebrates creativity, fandom, and identity. As he explained, designing for kidults isn’t about making toys “for grown-ups”—it’s about tapping into the timeless human desire to play, imagine, and connect.
Alongside Gurdeep’s participation, YuMe also celebrated being nominated for two awards. Ryo Yoshihara for Unsung Hero and the Creative team for R&D Team of the Year.
The session affirmed that for creators willing to innovate, the kidult space is brimming with possibility.
