The Kidult Toy Awards are back for 2025, building on last year’s successful debut and celebrating the growing kidult category — a super segment that now accounts for 30% of toy sales, according to Circana. With entries open through the end of July, the awards continue to recognize standout products that appeal to adult toy collectors, pop culture superfans, and nostalgic play enthusiasts.
Driven by collectibles, retro revivals, film and TV merchandise, and increasingly detailed, display-worthy design, the kidult sector is one of the fastest-growing areas in the toy industry. Toy makers and licensors are increasingly investing in the space, with premium-quality products and evergreen franchises attracting grown-up fans across a wide spectrum of interests.
This year’s awards introduce a new Publishing category and welcome an updated judging panel filled with pop culture personalities and toy experts. Returning judges include Martine Roberts (Homes Under the Hammer), Jason Bradbury (tech expert), Robert Taylor (Robot Wars), Mark Campbell (LEGO master builder), LaurenOfficial (pop culture and plush creator), and Andy Bush (Absolute Radio host). An additional 1990s pop icon and X Factor finalist will be announced soon. The panel will be led once again by Chief Kidulteer Peter Jenkinson.
Categories for 2025 include High-Tech, Action Stations, Collectibles, Film and TV Merchandise, Plush, Figures and dolls, Vehicles, Retro, Activity, Board Games, Construction Kits, and Publishing. Judging will take place through August, and winners will be announced in early September via an online stream and direct notification to entrants.
The Kidult Toy Awards aim to highlight the best in a segment that blends fandom, nostalgia, and innovation and prove that there has never been a better time to be a grown-up toy lover. For additional details and an entry form, contact peter@the-kidults.com.
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