The other night, my 13-year-old niece found a box of toys from my daughter Chloe’s childhood. Chloe, who is now 31, was excited and wanted to keep some of the toys, such as a Furby and a wooden Keith Haring dog. This made me wonder if Chloe was partaking in a trend called “kidulting,” where adults try to reclaim the fun and innocence of childhood by surrounding themselves with objects and activities from their youth. Kidulting has recently gained traction due to the success of the Barbie movie and the announcement of 13 films based on Mattel toys in development. In fact, 58% of parents surveyed by the Toy Association admitted to buying toys for themselves in the past year. It’s worth noting that Hasbro is reintroducing the Furby.
The New York Times declared that the pandemic has fueled kidulting as a form of self-care, especially as adults seek comfort and nostalgia from their childhood. Christopher Noxon, a writer and artist, coined the term “rejuvenile” almost two decades ago to describe adults who refuse to fully grow up. These individuals strive to maintain playfulness, energy, and flexibility amidst their adult responsibilities. Previous generations did not indulge their inner child like today’s adults, as they entered adulthood earlier and had different priorities. American corporations have also recognized the market potential of combining products for children with the nostalgia of adults.
Following the success of his book “Rejuvenile: Kickball, Cartoons, Cupcakes, and the Reinvention of the American Grown-up,” Noxon became a business consultant advising companies on how to appeal to adult consumers by tapping into their sense of adulthood being mundane. The culture of Silicon Valley exemplifies both the positive and negative aspects of the rejuvenile trend. Sam Bankman-Fried, a disgraced cryptocurrency entrepreneur, charmed venture capitalists by behaving like an adolescent during serious business meetings. However, attitudes have since shifted.
In my personal life, I am surrounded by rejuveniles, adults who have retained their sense of joy and playfulness while balancing the responsibilities of adulthood. For example, my friend Kevin embraces his youthful spirit by owning a VW camper for his surfing trips, and my friend Steve has turned his childhood passions for comic books, toys, and sci-fi into a successful career as a 3-D character designer. Recently, my daughter Chloe got married to her playful soulmate, Anton, who wore custom clown shoes with his Charlie Chaplin-inspired wedding suit. A rejuvenile wouldn’t think twice about wearing such unique footwear for a wedding.
In conclusion, the concept of kidulting and rejuvenile culture has become increasingly popular, especially during the pandemic when adults sought comfort from their childhood. This trend has caught the attention of corporations and has influenced various industries, such as toys, movies, and even hospitality. It remains to be seen how long this trend will last, but for now, many adults are finding solace and happiness by reconnecting with their inner child.
