From a communication standpoint, the new trend is to offer a single product for both adults and children. Adults want quality, meaning, and nostalgia; children want play, color, and challenge.
The concept of Kidulte emerges through these desires.
Kidulte in a few figures
The number of consumers over 12 years old who buy toys, collectibles or play products for themselves is increasing.
According to Circana, children's toy sales have increased from 26% of the French toy market's revenue in 2021 to 33% in 2025, representing over €1.4 billion. In 2025 alone, their purchases are projected to grow by 16% in a toy market that recorded its best year in over 20 years (+7.1%, or €4.7 billion).
One-third of the toys sold in France do not end up solely in a child's bedroom.
Your needs! 3 ideas for creating a custom-made item
Whether it's reaching the decision-maker, following a promising market, or strengthening your image, here are the answers to the question: "Why is it in brands' best interest to invest in these items?"
The opportunity is to be able to address two target audiences.
The nostalgic, tailor-made gift
Retro style, pop colors, a nod to codes familiar to adults—elements that evoke emotions. Our initial ideas, adaptable to any brand: plush toys , card games , pocket games , marble runs , or even stickers in the style of collectible vintage badges
The shared use of the personalized gift
The card game, the creative assembly kit, the activity book—all designed for sharing moments together. Design is a crucial element for a product to fall into the children's/adult category. According to SELL 2025, three out of four parents play video games with their children, with 65% playing at least once a week; so why not start a trend with more traditional games?
The concept of collection
The Kidulte market operates primarily through collection.
Our ideas under consideration : a series of mini plush toys or figurines (a new one per season or per visit) featuring a mascot or licensed character.
Don't forget the power of apparel like caps and socks. Collectible keychains to attach to a child's or parent's bag, and finally, the return of limited-edition pins and badges. According to Circana, toy collecting is the fastest-growing category worldwide, with a 32% increase.
The Kidulte + Child Object Checklist
A universe or character that tells a story;
a design that speaks to both generations (nostalgia, humor);
product quality ; use
that can be shared by the family;
collectability or limited edition status
; and adherence to safety standards
A tailor-made gift voucher includes at least 4 points from this list.
Our support
Kids Création advises you on the creation of your custom-made item. If you have an idea, we'll guide you through its production. If you don't yet have one, we'll direct you towards the item that best suits your brand.
Custom-made, from idea to manufacturing and delivery, Kids Création is your agency that takes care of everything.
Request a quote!