Why Grown-Ups Want to Feel Like Kids Again, and How Restaurants Can Deliver
In the restaurant world, it’s all in a day’s work to keep things fresh – and not just the food. Even the way the sector thinks about demographics needs constant energy. Enter: “Kidults.” Kidults – a blend of “kids” and “adults” – are adults and teens aged 12+ who enthusiastically engage in activities traditionally associated with childhood. This includes collecting toys, playing board games, building LEGO sets, and attending themed experiences or immersive dining venues. Remember when Happy Meals were the highlight of your week and Saturday mornings meant cereal and cartoons? For a growing number of adults, that sense of childlike wonder never really went away. Kidults are crave nostalgia, play, and experiences that spark joy. From Pokémon toys to throwback arcade nights, Kidults are reshaping what it means to dine out. For restaurants, this isn’t just a passing trend; it’s an opportunity to turn mealtime into memory-making.
Rather than being immature, these individuals embrace play and nostalgia as avenues for escapism, socialization, and emotional well-being. The kidult trend is surging: toy companies report double-digit growth in sales from this demographic, which now represents up to 25% of toy industry revenue.
For restaurants, marketing to Kidults opens a world of playful, experience-driven opportunities. Kidults seek connection and joy, not just a meal, making them perfect audiences for brands that lean into the good old days, creativity, and immersive experiences.
To appeal to Kidults, restaurants can offer playful merchandise like collectible cups, themed coaster sets, or branded pins that tap into nostalgia. They can also host special events like “barbiecore brunches,” retro-themed nights, or board game socials that embrace whimsical design and storytelling. Or, they might create immersive dining spaces that blur the line between decor and play—think cartoon-themed pop-ups or soft-play lounges designed for grown-ups.
The essence is to celebrate nostalgia unapologetically, whether through limited-time menu items named after childhood favorites or menus that playfully reference classic cartoons and games. These strategies aren’t just gimmicks; they legitimately build emotional connection. For Kidults, dining isn’t just nourishment, it’s a nostalgic trip, a comforting pause, and a social catalyst.
In a cultural moment dominated by stress and digital overload, Kidults are deliberately seeking safe, joyful spaces. Play isn’t frivolous; rather, it’s therapeutic. Restaurants that signal they’re “in on the fun” can foster stronger loyalty and differentiation in the market.
At ASTRALCOM, we specialize in translating trends into strategic marketing. Whether designing Kidult-inspired activations, collectible merchandise, or immersive dining experiences, we help restaurants create campaigns that are as emotionally compelling as they are conversion-driven. If your brand is eager to connect with the audience that wants to play over dinner, work with us – we will bring your concept to life.
