Let’s be honest: “adulting” isn’t easy. From bills to full-time jobs to raising our families, the pressure of being a responsible adult can be exhausting. Sometimes you just want to let go, lie down in the grass, and blow some bubbles.
It's easy to see why nostalgia marketing has picked up in the last few years. Many people are looking back to their youth, yearning for simpler times where fun was the name of the game. In fact, there is a booming trend where adults spend their salaries on summer camps, retro video games, and even zany costumes. This “kidult” trend is a delightful movement that encourages consumers to embrace their inner child through playful experiences.
Kidults still know how to take care of business, but they have no problem wearing a Rainbow Brite T-shirt while they do it. Whether you indulge your inner child in some 90s throwback gear or not, this trend presents a golden opportunity for businesses to add fun, nostalgic touches to their promotional products. In this guide, we’ll explain why the kidult trend is worth your attention and how your company can create out-of-the-box promotional products that take your audience back to the good old days.
What is the “kidult” trend?
The kidult trend is a movement where adults indulge in hobbies, products, or activities traditionally associated with children. If you’ve heard of “Adult Nights” at children’s museums or retro gaming brunch events, you’ve seen the kidult trend in action.
It might sound immature to the uninitiated, but kidulting can be a healing experience. People have a desire to reconnect with the joy and simplicity of childhood, embracing a sense of playfulness and wonder in daily life. The trend is especially popular among Gen Z and Millennials, who often seek comfort in the nostalgia of their formative years.
The 2020s haven’t been easy, and that’s an understatement. Prevailing economic uncertainty and less rigid adulthood norms allow grown-ups to indulge in stress-relieving activities like Lisa Frank coloring books and adults-only field days.
There’s a lot to love about the kidult trend from a business perspective, too. Nostalgic products capture attention and are much more likely to engage with your audience on a deep, emotional level—and that’s the key to memorable experiences that stick. Plus, products that evoke positive memories foster stronger brand connections, which could increase brand loyalty.
Time to kid around: Integrating promo with the Kidult trend
Embracing the kidult trend gives you the chance to be fun and (dare we say?) a little silly. However, you still need to get tangible results for your business. Follow these four tips to thoughtfully integrate the kidult trend into your next promotional product initiative.
1. Leverage nostalgia for your audience
Nostalgia is an emotion that hits you like a lightning bolt. It’s a sudden rush of joy and excitement that even the most reserved people can barely contain. Tapping into comfort and familiarity is a great way to leverage the kidult trend, although you have to consider your target audience’s age. After all, a Gen Z audience won’t get a lot of 80s references, but Gen X would eat them up.
At a minimum, know which generation your audience belongs to. From there, do a little recon to understand the bygone elements that resonate with your target audience, particularly Gen Z and Millennials. That’s pretty easy if you happen to be in the same generation, but if you aren’t sure what kids are into these days, it’s a little more difficult. Conduct surveys or focus groups to gather insights on their favorite childhood memories and products.
Let your audience’s preferences guide your promo picks. 80s kids might go bananas for these wire glow shades, while 90s babies would remember wistfully (and painfully) the good times they had with these retro slap bracelets.
2. Create a sense of joy and wonder
Kidults love products that spark joy and wonder. Go with products that are fun, engaging, and reminiscent of childhood experiences. For example, fanny packs are retro and will definitely turn a lot of heads, but mini arcade games encourage more hands-on interaction.
Products that encourage play and interaction, like puzzles, board games, or DIY kits (remember Chia Pets?), go a long way here. Play-centric items like unicorn bubble wands will also inspire joy—just remember to give out bubble refills to keep the good times rolling.
You can kick things up a notch by designing packaging that mimics the style of your target decade. For example, 90s packaging would use bright colors and abstract “jazz” patterns to enhance the nostalgic feel.
3. Capitalize on shared memories
From Saturday morning cartoons to Little League pizza fundraisers, some childhood memories are as classic as mom’s apple pie. Create products that harken back to shared memories and experiences, incorporating themes from popular TV shows, movies, games, and toys from the 80s, 90s, and early 2000s. Familiar characters, logos, and designs can evoke a sense of nostalgia, whether that’s:
- A custom retro lunchbox with a clever tagline or logo in the Friends TV show font
- A 90s TV trivia card game—plus a bucket hat, for good measure
- 1950s-style record coasters with custom-branded retro characters or slogans
The sky’s the limit! Work with a savvy graphic designer to bring your audience’s shared memories to life. If you play your cards right, you’ll create unforgettable items that evoke cries of, “I remember this from when I was a kid!”
4. Foster connection
What’s more wholesome than playground friendship? The more kidults connect with one another through the gift of promo items, the more likely they are to associate your brand with fond memories.
Promo items alone are an engaging option, but you can get even more out of your initiatives by building a community around the promo campaign. For example, maybe you create your own branded version of milk caps (also known as Pogs) with limited-edition or rare prints. You could also create a hybrid scavenger hunt that takes participants online and encourages them to join forces as teams.
You could also create a 90s-style BFF necklace. Give each audience member one piece and task them with finding their match. People who successfully find a partner earn an entry into a big prize drawing. Not only does this generate buzz at an event, but it also encourages conversation and fun—both necessary ingredients for brand engagement!
Be the cool kidult on the block with Boundless
Who says playtime is just for the kiddos? Today’s adults want a dose of the good old days, and kidult-themed promotional products give them exactly what they’re looking for. Trends come and go, but playful nostalgia is always a hot trend. Follow the tips in this guide to help your audience relieve their childhood glory days and foster more meaningful audience relationships.
Having a strategy is a great starting point, but implementation matters here, too. Whether you need help sourcing high-quality, nostalgic products or just aren’t sure how much to order, work with Boundless’s team of Brand Consultants to design your next kidult campaign. We work with you every step of the way, from strategy to logistics. See how our team created a nostalgic Simpsons-themed promo event at SXSW.
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