Barclaycard and Smyths Toys launch the Big Kids Aisle as 'kidult' toy spend continues to rise

[Elf Hermey]

Barclaycard and Smyths toy are staving off the January blues with the opening of the Big Kids Aisle at the retailer’s London Staples Corner store.

Tapping into the kidult population and in response to research from Barclaycard that discovered 72 per cent of adults described themselves as a big kid, the Big Kids Aisle will be filled with retro classics such as Tamagotchis, Teddy Ruxpin and LEGO.

Specially for the aisle, life-sized board games and adult versions of kids’ toys such as the popular Pony Cycle will also be available for shoppers to buy.

The aisle will open on January 15^th, commonly recognised as ‘the most depressing day of the year,’ and will run on until January 17^th.

The kidult toy market is valued at £300 million and was reported to be growing three times faster than the overall toy sector last year.

Research from Barclaycard also revealed that in the future, almost 30 per cent of those interviewed would like to see retailers stock more adult versions of kids’ toys and games such as scooters and remote control cars. One in 10 Brits are also keen to attend more in-store events in general, as the same research revealing that retailers who tap into shopper demand for events and experiences could stand to boost their bottom line by an average of 14 per cent.

George Allardice, head of strategy at Barclaycard Payment Solutions, said: “It’s clear from our research that there is huge demand from adults for kids’ toys and games and the need for light relief isn’t surprising, especially as we get our heads back into the daily grind after Christmas.

“With kidult spending on the increase in a sector traditionally focused on children, there is a real opportunity for retailers to tap into the popularity of playsumerism by providing big kids style activities either in-store or at promotional events.

“We hope the Big Kids Aisle will encourage more shops and shoppers alike to embrace their inner child.”

Sinead Byrne, joint head of marketing at Smyths Toys Superstores, added: “We have seen a real trend for adults celebrating their ‘big kids’ status and purchasing games and toys for their enjoyment – so much so we have adapted our range to include a selection of toys for the big kid in all of us from robots such as Cozmo from Anki, drones, a wider range of board games, NERF rivals, key software offers and launches as well as fan favourites such as LEGO Technic, Star Wars and a wide range of Pop Vinyls.”

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