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February 20.2025
3 Minutes Read

The Transformation of Play: How Kidults Are Reshaping the Toy Market in South Africa

Miniature toys on orange display highlighting Kidults trend in South Africa.

The Transformation of Play: How Kidults Are Reshaping the Toy Market in South Africa

The global toy industry recently convened at the prestigious Nuremberg Toy Fair, showcasing the latest trends poised to redefine the very essence of play. Surprisingly, one of the standout trends was the rising number of adults purchasing toys, a phenomenon contributing to the emergence of the 'kidult' category—an intriguing blend of child and adult collectors. These kidults now account for approximately 30% of the global toy market, demonstrating that joy and nostalgia hold no age limit.

Nostalgia in Collectibles: The Heart of the Kidult Movement

The fascination with nostalgic toys is plentiful, offering a sense of connection to childhood and simpler times. Many adults are rediscovering the camaraderie and joy associated with toys that were once branded exclusively for younger audiences. Glenn Ambrose, Country Manager for South Africa at ZURU, emphasizes this phenomenon, noting that products featuring surprise elements and a strong emotional connection are particularly appealing. By adapting offerings like their popular 5 Surprise, Mini Brands, and MAX ranges, brands are effectively harnessing this kidult trend.

As toys become more intricate and culturally significant, they resonate better with the desires of adult collectors, who seek affordable yet high-quality options. With reports of a growing interest in collectibles and pop culture toys in South Africa, local retailers must adapt quickly to this shifting landscape.

The Impact of Kidults on South African Retail

Ambrose elaborates on how international trends make their way into the South African toy sector. “Retailers locally are noticing a heightened appreciation for not just traditional toys, but also those that invoke nostalgia and creativity.” Notably, over three thousand visitors graced the Nuremberg fair, including prominent African retailers from countries like South Africa, Ethiopia, and Kenya.

This vibrant exchange of ideas and practices is pivotal for local manufacturers and retailers. They must recognize and embrace the potential of the kidult demographic, innovating their product lines to reflect emerging trends. With its $2.2 billion market value dedicated to adult toy purchases, South Africa’s kidulting culture is not just a trend but a significant market opportunity.

Why Adults Love Playing: Insights from Psychology

Clinical psychologist Dr. Erica Munnik offers a psychological lens to this trend, remarking that play is an intrinsic part of human psychology. “It is absolutely normal for adults to engage in play, even through the act of collecting and interacting with toys,” Dr. Munnik explains. For many, nostalgic toys evoke fond childhood memories, leading to satisfaction in revisiting these early experiences.

As the phenomenon expands, social connections around collectibles become increasingly vital. Adult collectors regularly gather for events—such as game nights—where they can explore toys and hobbies from their youth while reinforcing friendships and community bonds.

A Future Bright with Play

Looking ahead, the trajectory for the toy industry appears luminous, primarily driven by adults who refuse to relinquish their love for play. As the market evolves, brands that prioritize creativity, sustainable practices, and consumer engagement will thrive.

The future of play, particularly in South Africa, undoubtedly hinges upon acknowledging and embracing the perspective that play can be a lifelong joy. With this understanding, the evolution of kidults could very well reshape the toy landscape for years to come.

Making the Most of the Kidult Trend

For toy manufacturers and retailers navigating this dynamic market, staying ahead of trends is essential. Emphasizing innovation and sustainability in product development, alongside an awareness of cultural relevance, can greatly enhance competitive positioning. The rise of social commerce and mobile shopping opens further avenues for engagement with this expanding demographic, marrying technology with nostalgic exploration.

Ultimately, the resurgence of play amongst adults speaks volumes about our shared human experience—one that celebrates creativity, connection, and fun across all ages. As we delve deeper into this trend, we’re not just witnessing a market shift; we’re part of a thrilling evolution of culture and lifestyle.

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02.07.2026

Discover the Vibrant Live Music Events at Meropa This February

Update Unforgettable Experiences Await at Meropa This February Limpopo is set to come alive this February at Meropa Casino & Entertainment World, where a lineup of exceptional events promises to entertain and delight. Whether you're a music aficionado or someone looking to celebrate love on Valentine’s Day, Meropa has something for everyone. Celebrate Love with Motlanalo The highlight of the month is undoubtedly the intimate Gala Night featuring multi-award-winning Afro-soul artist Motlanalo on February 14. This distinctive event aims to embrace the spirit of love, bringing fans closer to the artist with a soulful performance. Expect an evening filled with captivating rhythms and heartfelt connections as Motlanalo, along with guest artists Azana, Zamo, and Bondo za, takes the stage at 7 PM. With limited tickets available, early booking is highly encouraged, especially for couples looking to enjoy a romantic escape. Raise a Glass to Q Scotch's Birthday On February 27, join the vibrant celebration of Q Scotch’s birthday in the lush Jembe Garden. This event will not only honor the brand but also create a unique atmosphere for whisky enthusiasts, media tastemakers, and lifestyle celebrities. Attendees can look forward to premium whisky tastings, engaging conversations, and superb entertainment, all designed to elevate your social experience. Priced at R4000 for a table of ten, this occasion is perfect for groups looking to indulge in luxury. Experience the Magic of Juanita du Plessis Also on February 27, the beloved Juanita du Plessis will grace the stage at Meropa. This well-anticipated live performance promises to engage audiences with her powerful voice and genuine passion for music. Not only can attendees enjoy her music, but they also get the chance to participate in a meet-and-greet, along with full access to Meropa's amenities. Tickets are being sold fast, so it's important to act quick to secure your spot for a night filled with emotion and memorable moments. The Excitement of Baobab Night Market Lastly, don’t miss the energetic Baobab Night Market taking place at Meropa’s Outdoor Arena on February 27. This market is more than just an opportunity to shop; it’s an evening extravaganza filled with authentic crafts, gourmet food, craft beers, and delightful live entertainment. It’s a perfect outing for families, friends, and even pets. With an eclectic mix of activities and offerings, attendees will find themselves immersed in the beat of the local culture. The Broader Picture: Local Tourism Thriving February's events at Meropa are more than just entertainment; they encapsulate a growing trend in local tourism. As South Africa continues to recover from the pandemic, venues like Meropa are focusing on rich cultural experiences that attract both locals and visitors alike. With the increasing popularity of events, live performances, and nightlife experiences, it's evident that domestic tourism is gaining momentum, shining a spotlight on local talents and enhancing community connections. Making Plans for an Unforgettable February With so much to offer this February, Meropa Casino & Entertainment World is a beacon of culture and celebration in Limpopo. From the soulful melodies of Motlanalo to the heartwarming atmosphere of the Baobab Night Market, there’s something happening for everyone. Seize these opportunities to explore and appreciate the rich offerings that your local entertainment scene has in store for you!

02.07.2026

Experience Everyday Luxury: Livo Opens at Rosebank Mall in 2026

Update Rosebank Mall Welcomes Livo: A New Luxury Lifestyle DestinationOn February 7, 2026, Rosebank Mall will unveil Livo, a contemporary luxury lifestyle store that promises to elevate the shopping experience in Johannesburg. As one of only two Livo locations in South Africa, this store is set to offer a uniquely curated experience that blends luxurious design, functionality, and everyday style.Livo is not just a store; it's a destination for beautifully designed living. With an extensive array of products ranging from homeware and décor to kitchen essentials and lifestyle accessories, Livo aims to cater to discerning shoppers who value quality, attention to detail, and an indulgent feel in their daily routines. “We wanted to create a space that combines practicality with style, where every item tells a story of modern aesthetics,” said Livo's representative.The Design Philosophy Behind LivoUpon entering Livo, customers will experience a clean, modern environment designed to inspire exploration and discovery. By offering thoughtfully curated categories, the store encourages visitors to browse freely, allowing them to find both elevated everyday items and statement pieces that reflect their personal style. This concept aligns perfectly with Rosebank Mall’s strategy to provide a premium retail destination that goes beyond mere shopping.The launch of Livo signifies a relevant addition to the mall's retinue of lifestyle offerings, which now includes several exciting options. With stores like Chowz, offering authentic Durban cuisine, and Now Now by Woolworths, providing quick and gourmet meals, Rosebank Mall continues to cater to the diverse preferences of its visitors.A Celebration of Opening DayThe grand opening will not just be a store launch; it will be a celebration of lifestyle and community. Shoppers are invited to participate in a day filled with interactive competitions, raffles including the chance to win exclusive prizes, and of course, drinks and delicacies that reflect local flavors. Influencers will also be present to enhance visibility, encouraging a vibrant atmosphere as customers immerse themselves in the Livo experience.The Local Impact of Luxury RetailWith the addition of Livo, Rosebank Mall is reinforcing its commitment to creating a space that merges retail with lifestyle. As the local retail landscape continues to evolve, retailers are focusing on curated experiences that resonate with modern consumer expectations. According to Muhammad Varachia, General Manager of Rosebank Mall, “This launch represents the ongoing strategy to deepen our retail mix, aligning seamlessly with contemporary consumer culture.”Experiencing More Than Just RetailIn today’s shopping environment, consumers are looking for experiences that are immersive and engaging. Livo’s opening taps into this trend and presents opportunities for Rosebank Mall to not only serve as a shopping destination but also as a cultural hub where communities gather and share experiences. As shopping habits shift toward e-commerce and social commerce, having a physical space that emphasizes luxury lifestyle becomes all the more important.The Rise of Sustainable and Ethical FashionAs Livo embraces a luxurious lifestyle concept, it also poses a unique opportunity for discussions around sustainability in fashion and lifestyle products. South African consumers are increasingly leaning towards sustainable practices, seeking out eco-friendly materials and ethical sourcing. Livo could pave the way for more brands in the region to focus on these principles, aligning with the global shift towards conscientious consumerism.Looking Ahead: Shopping Trends and InnovationsAs we look to the future of retail, innovations in technology and shopping practices will undeniably redefine how consumers interact with brands. From mobile shopping to virtual experiences, the landscape is ever-evolving. As Livo enters the scene, it has the potential to influence shopping trends in Johannesburg, bridging the gap between luxury and accessibility while emphasizing innate African designs in contemporary formats.Livo is more than just a store; it’s a commitment to a lifestyle that positions Rosebank Mall at the forefront of luxury retail in South Africa, inviting all shoppers to elevate their everyday living.

02.06.2026

Navigating Toddler Screen Time: Impacts and Parental Guidance

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