Kmart boss reveals new ‘craze’ among adult customers as retailer responds to massive demand

Kmart Australia’s chief executive officer has revealed a huge trend that is only expected to get even bigger.

Kmart Australia’s chief executive officer has revealed a huge trend that is only expected to get even bigger.

Kmart and Target revealed that there was a huge demand for “kidult” — items that appeal to both kids and adults.

“There’s a big craze on adults’ toys, whether it’s consumables, whether it’s plushies, whether it’s electronics – big trends that are coming through as we go into the next 6-12 months that will keep our customers excited,” John Gualtieri told News Network.

It’s not a solely Australian phenomenon. Circana, a business that analyses consumer behaviour, said kidults were responsible for $2 billion in sales in the last 12 months. This is in a market where toy sales are actually declining overall.

Kmart's CEO reveals huge trend. Picture: news.com.au

Circana revealed the biggest growth categories were building sets, plush toys, collectable cards and stickers that appeal to all ages.

“By tapping into the joy economy, toys are increasingly being recognised for their positive mental health benefits as they spark nostalgia and bring escapism from global turmoil into consumers’ lives,” Melissa Symonds, UK Toys Director for Circana, said.

“The kidult trend, alongside an emphasis on collectibles, continues to transform the UK’s toy market, affirming toys’ enduring appeal across generations.”

The news isn’t surprising after customers went nuts over Fugglers returning to Kmart. Earlier this year, a confused mum posted a picture of a SpongeBob Square Pants and Patrick Star version of the toys.

Fugglers are plush toys that are intentionally designed to look ugly, and are particularly known for their standout teeth. However, the toys aren’t just loved by children.

The 'kidult' industry is booming. Picture: Facebook/Kmart Hacks and Decor

TikTok user @saintbrianjames discovered Fugglers were back in stock in 2023 and immediately rushed into his local store to pick some up.

He said he showed “restraint” by only picking up three of the toys, and he wasn’t the only one.

“I’m embarrassed to admit I currently have 27 Fugglers. I’m 29 with no kids, like what hahahahaa,” one person shared.

Another said: “I want one so bad but I can never find them.”

One said: “I’ve been collecting them too and my dog ate my first one the other day. I was a heartbroken adult over a Fuggler LOL.”

“I’ve just discovered a new hobby,” another social media user commented.

Another said: “I’m getting the black Fuggler as my first and I’m naming him Sir Pickletoes!”

It comes as the Australian Retailers Association and Roy Morgan revealed Aussies will likely spend $1.3 billion on Boxing Day sales.

It became a $2 billion industry in the UK. Picture: Instagram/@the.hills.mama

Fleur Brown, ARA Chief Industry Affairs Officer, said: “These post-Christmas figures show there remains a healthy appetite from Australians to make the most of Boxing Day sales.

“With the cost-of-living crisis, we’ve seen more shoppers shift their attention to sales events including the Black Friday and Cyber Monday activities.

“Australians love a bargain and are keen to make their dollars go further in the face of challenging economic conditions. While many Australians used Black Friday to shop earlier than ever for Christmas gifts, the focus for Boxing Day shopping is typically on a gift for self and grabbing some of those household necessities and larger purchase items that have been on the shopping list this year.”