This attitude is also linked to “recessionary ease buying”, where common childhood icons are “reintroduced as superior or limited-edition collectibles, usually marketed towards the now-adult fanbase”, added David Lee, a professor in design communication at LASALLE.
” Believe of how Hello Kitty, Pokemon, Tamagotchi and Beanie Babies were huge in the late ‘ 90s and early 2000s. Similar buzz is currently rife for Pop Mart’s Hirono blind box collection or Jellycat’s premium plush toys offerings.
SHIFT IN VISUAL Branding
With the growing kidult demographic, the financial knowledge is likely to develop as also – from pop-ups like Jellycat’s in London to keep revamps – as companies adapt to live.
According to Shannon Sim, program head for the bachelor of arts in fashion media and business at LASALLE, a standard toy shop may now be seen as” a life or pop culture destination” like Pop Mart’s premier shop at ION Orchard.  ,
In recent years, Toys R Us Singapore has also” strategically redesigned” stores to concentrate on experiential retail. These “next-gen” concepts prioritise “interactive engagement, immersive zones and curated assortments tailored to the changing expectations of customers”, said Adelene Teo, general manager for Singapore, Brunei and Thailand.
At the VivoCity, Paragon and Jewel Changi Airport stores, for instance, blind boxes have been repositioned to greet customers at the store entrance – to everyone’s delight.
” Far from being a passing trend, the kidult market is here to stay. This group now accounts for more than 90 % of our sales. Our early successes, such as the strong performance of blind boxes, exclusive collectibles, and engaging in-store experiences, are clear indicators of this persistent interest, Teo said.