Kidulting Is No Longer a Quirk — It’s How Adults Are Coping

Across the country, adults are openly embracing toys, games, cartoons, collectibles, and cozy childhood rituals — not as a joke, but as a genuine part of their lives. This study shows that kidulting is fully mainstream: most adults engage in playful or nostalgic activities regularly, and only a small minority say they never do.

For many, kidulting looks like:

• Board games, puzzles, and brain teasers
• Coloring, crafts, and creative projects
• Animated shows and childhood movies
• Collectibles, figurines, toys, and fandoms
• Mobile and computer games woven into daily routines

What used to be framed as “refusing to grow up” is now better understood as a mental health tool, a creativity outlet, and a form of identity and community.

Play as a Daily Ritual — Not a Guilty Secret

Most adults who kidult don’t hide it. They may game on their phone before bed, collect figures on their desk, or watch animated shows as comfort TV — and the people around them know.

Some keep play personal and solitary, enjoying it as “time for me.” Others share it with friends, partners, or kids, turning kidulting into a social connector. Game nights, shared fandoms, co-op video games, and family movie marathons are all extensions of this trend.

Importantly, only a very small fraction of adults keep their kidulting completely secret. The shame factor is far lower than stereotypes suggest.

Why Adults Kidult: Stress Relief, Nostalgia & Emotional Safety

The emotional drivers behind kidulting are powerful:

• It’s relaxing, enjoyable, and stress-relieving.
• It offers an escape from responsibilities — without leaving home.
• It reconnects people with simpler, happier times, often tied to childhood memories.
• It creates a sense of comfort, emotional safety, and control when life feels uncertain.

Many adults describe these hobbies as a form of judgment-free fun they can’t get from more “serious” hobbies. There’s no pressure to achieve, perform, or monetize — it’s play for play’s sake.

For some, kidulting also supports self-expression and identity. Favorite characters, franchises, or worlds become part of who they are, not just what they consume.

Digital Play: Mobile Games as Brain Breaks & Bedtime Rituals

Mobile and computer gaming sit at the heart of modern kidulting. The vast majority of adults play at least occasionally, and many play frequently.

For a big chunk of people, mobile games are:

• A quick “brain break” during a stressful day
• A way to wind down before sleep
• A small, controllable source of satisfaction in an unpredictable world

Very few feel their gaming habit is truly “out of control” or something they urgently need to cut back. For most, it’s a contained, manageable form of relief.

Spending: Low-Cost Joy, Not Reckless Indulgence

Despite the visibility of toys, collectibles, and in-game purchases, most adults are not spending heavily on kidulting.

• Many participate in these hobbies with items they already own or low-cost/free activities.
• Most who do spend keep it modest — small monthly budgets, occasional purchases, and careful in-app spending.
• Only a small minority spend at high levels, either on physical collectibles or digital add-ons.

Even in a tougher economic climate, a meaningful share of adults still protect a small budget for kidulting, while others simply shift to free or low-cost forms of play. Kidulting, in practice, is often emotionally rich but financially light.

How Society Sees Kidulting — More Acceptance Than Judgment

Social perception is shifting in favor of play. Most adults say they feel comfortable talking about their kidulting hobbies with coworkers, friends, or partners. Many have felt judged at some point — a comment, a look, a stereotype — but consistent or harsh judgment is rare.

There’s a strong sense that kidulting is more common now than in previous generations, and that this is a cultural movement rather than an individual quirk.

Respondents overwhelmingly connect the rise of kidulting to:

• Increased stress and anxiety in modern life
• The growth of nostalgia culture and retro media
• A desire to feel safe, light, and playful in a world that often feels heavy

This suggests that kidulting isn’t just about fun — it’s about survival. Emotional survival.

Why This Study Matters

Kidulting offers a window into:

• How adults self-soothe and manage stress
• The role of nostalgia in modern culture and mental health
• How digital and physical play intersect in everyday life
• The emerging line between “self-care” and “escape”
• New opportunities for brands and storytellers to understand adult audiences beyond traditional “mature” categories

The full dataset digs into:

• Generational differences in kidulting behavior
• Gender patterns and social comfort levels
• Spending clusters (low, moderate, heavy, non-spenders)
• Digital vs. physical play dynamics
• Emotional outcomes and mental-health links