kidult

"kidult"という言葉をご存知でしょうか？

スペルから想像が付くと思いますが、kid（こども）とadult（オトナ）を組み合わせた、いわゆるかばn語です。

子供じみた大人、子供のような大人、という意味で、子供が欲しがるようなおもちゃを好む大人が当てはまります。

Wendy's has options for kids and kids-at-heart ("kidults") this Halloween season.

After the release of its Frosty Frights Kids Meals in September, which come with a specialty toy, the burger chain decided it wasn't fair only its youngest patrons get a Halloween treat. The Wendy's Boo! Bags, which launched Monday, are the fast-food chain's solution.

(Mary Walrath-Holdridge. Calling all 'kidults': Wendy’s launches Boo! Bags and they aren’t just for kids. USA Today. October 21, 2024.)

身体は大人になっても心（ハート）は子供のまま、子供心を失わない大人達を購買層に見据えたマーケットが存在します。

"kidult"市場は欧米のみならず、アジアでも熱い視線が注がれています。

Picture a toy store where every corner sparks a childhood memory and every display features the latest trends. Toys “R” Us Asia is making that possible with a fresh concept — blending nostalgic favourites with innovations to entice the young and young at heart.

This blend of old and new is evident in their offerings for the growing “kidult” market, where known childhood brands are paired with collectibles.

The goal is to create “a space where anyone — whether they’re reliving a treasured memory or discovering something new — feels at home,” Toys “R” Us Asia (Holding) Ltd. CEO Leo Tsoi told Retail Asia.

（中略）

Tsoi said the toy market in Southeast Asia is being shaped by the rise of the segment for “kidults” — adults whose interests or media consumption is traditionally seen as more suitable for children — who are returning to the joy of toys.

(Toys ‘R’ Us Asia banks on ‘kidults’ to drive toy sales. MSN. October 2024.)

個人的にはハロウィンのお菓子もトイザラスで売られているおもちゃにも興味はないのですが、子供の頃手にして遊んだおもちゃは心に残っていて、懐かしく感じることは多々あります。小生の世代だと、レゴブロックとかウルトラマンのビニール人形とか、プラモデルなんかですね。