The Voyage From Childhood Fun to Adult Collectibles

It is fascinating to see how childhood passions endure, evolve, and sometimes transform entirely as kids grow into adults. Beloved characters, toys and games often remain relevant across generations, but the way individuals engage with their interests tends to shift with age. From the enduring popularity of some characters to changing preferences in video games and toys, the evolving landscape of childhood and young adult interests provides a compelling glimpse into the role of heritage and changing media consumption patterns.

Characters such as Harry Potter and Spider-Man have universal, cross-generational appeal, and rank amongst the top three favourite characters for both kids and twentysomethings. In answer to spontaneous questions, our data shows that during June to August 2024, Spider-Man is the most popular character (6%) amongst 3–12-year-olds, followed by Harry Potter (4%). Their broad appeal can be attributed to likeable characters, engaging narratives and relevant themes. In the case of Spider-Man this includes being a misfit, overcoming adversity, and resilience. Moreover, franchises like Harry Potter have expanded outside their originating platforms of books and films to digital and theme parks — ensuring they remain prominent in the lives of young audiences.

For young adults (19-30 years old), Harry Potter ranks as the most favoured character, but we notice shifts in character popularity as kids grow older. Batman, for instance, climbs rank from being the 20th most popular character amongst 3–12-year-olds to the second most popular amongst 19–30-year-olds. It’s possible that this shift is driven by Batman’s more complex, darker themes, which resonate more with older teens and young adults. Batman’s storylines delve into psychological depth and moral ambiguity — topics that are likely to appeal more to adults than younger ages.

Our NextGen data reveals that some toys transcend generations, with LEGO being a prime example. LEGO remains a favourite across all age groups, consistently ranking at the top for both 3–12-year-olds and 19–30-year-olds, with 7% of kids stating LEGO as their favourite toy and 12% of adults continuing to collect, purchase or play with it. This reflects that LEGO’s endless possibilities for creativity and construction offer new challenges especially as consumers grow older. LEGO has evolved beyond a toy for these young adults, tapping into other motivations such as collecting — a shift influenced by the increased complexity of LEGO sets aimed at teens and older audiences, combined with the nostalgia of childhood play.

Toys that once served purely for play gradually evolve into valued collectibles. Heritage plays a critical role here — young adults have a fondness for these items because they act as childhood reminders. The craftsmanship and limited editions of these toys also turn them into sought-after collectibles, blurring the line between play and display.

Furthermore, as young adults become parents, their own childhood influences their purchasing behaviours for their own children. Our data shows that parents cite toys that remind them of their childhood as a top factor when buying toys and games for their children. This highlights how personal memories and past experiences shape modern purchasing decisions, creating a cross-generational link between toys.

The evolving nature of childhood properties also reflects in the world of video games, where titles like Minecraft and Roblox remain among the top five favourites across kids, teens and young adults. For kids aged 3-12, Minecraft (7%) and Roblox (7%) are ranked as the two most favoured PC and console games. Amongst 19-30-year-olds, Minecraft ranks third (4%) and Roblox fourth (4%). These games, with their open-world nature, creator-maker platforms and social environments, appeal to players of all ages. At the same time, games like Grand Theft Auto experience a massive surge in popularity as kids age up, rising from the tenth most popular video game for kids to the most favoured game among adults (6%). This transition can be attributed to the mature themes, complex narratives and gameplay that appeal to an older audience.

However, the way users interact with these games evolves over time — while 3-12-year-olds engage with their favourite characters and games through YouTube (42%) and streaming services (38%), young adults are more inclined towards traditional (broadcast/scheduled) television (49%) and streaming (42%), highlighting how media consumption habits shift with age.

These trends have implications for the toy and gaming industries, particularly with the rise of the ‘kidult’ category — a segment that includes adults who engage with toys traditionally seen as being for kids. The fact that a significant portion of adults still play with LEGO and Hot Wheels highlights the importance of products that appeal to both nostalgia in adults and playful kids alike.

In conclusion, the evolution of childhood passions into adult life indicates a combination of factors, including nostalgia, changes in media consumption, and engagement complexity. While some cherished characters and games remain popular across generations, the way children and adults interact with them changes as they age. In an era where the lines between ages and generations continue to blur, the enduring appeal of these IPs and franchises remains a testament to their ability to adapt and grow with their audiences.

The Insights Family’s real-time data can help you create strategies to reach and engage this powerful generation.Contact us for more insights.

This article first featured in theNovember 2024 issue of Toys N Playthings.

Samples: Kids Insights UK, 01.06.2024–31.08.2024, 3–12s = 1.7k. NextGen Insights UK, 01.06.2024–31.08.2024, 19–30s = 1.4k.