OK, so you just saw a weird word in the headline and thought… What is a “Kidult”?
A “kidult” is an adult who enjoys activities, entertainment, or products that are traditionally intended for children. This term combines “kid” and “adult” to describe individuals who maintain childlike interests, such as playing with toys, watching cartoons, collecting memorabilia, or engaging in playful hobbies typically associated with childhood
In 2025, “kidulting” isn’t a niche, it’s a multibillion-dollar market. And it’s reshaping how brands speak to a generation that’s rejecting tame adulthood in favour of vibrant nostalgia and playful, purpose-filled purchases. According to Licensing International and Circana, adults now account for up to 28% of global toy sales, and the segment is growing by as much as 10% year-on-year.
“Australia’s love for Stitch is just unbelievable. It’s a clear reflection of this massive global trend,” says MADMIA founder Tanja Filipovska. “We honestly couldn’t keep up, our Stitch socks sold out multiple times, and fans from all over the world asked for more. This new collection is our response to that energy and a joyful escape, a pop of colour, and a piece of childhood magic you can wear at any age.”
The return of Stitch to the big screen (23 years after the original release) has reignited fandoms across age groups, but it’s Millennials and Gen Z leading the charge, bringing their wallets, their TikToks, and their childhood memories along for the ride. According to Google Trends, online hype is swelling as global searches for “Lilo & Stitch” boom, Australia is following the trends.
Fun Fact: When it comes to Aussie fans, it appears Queenslanders are the most obsessed
The resurgence of Lilo & Stitch-themed fashion among adults in their 20s and 30s is deeply rooted in nostalgia, as these fans seek to reconnect with one of their childhood’s most beloved chaotic-good characters. In today’s high-stress world, playful fashion offers more than just a nod to the past, it provides emotional comfort and sensory joy. Brands like MADMIA, with their 3D plush ears and bright colour palettes, create products that are not only fun but also therapeutic, offering wearers a sense of relief and happiness.
For many kidults, character-based fashion has become a powerful tool for self-expression. Wearing Stitch socks, for example, is a low-stakes yet high-impact way to communicate individuality and personality. This trend is further amplified by social media platforms like TikTok and Instagram, where fans enthusiastically share their styled looks, unboxings, and creative content, fueling demand and normalizing adult fandom. Unlike parents shopping for children, many kidults have greater discretionary income, allowing them to invest in high-quality, joy-sparking items and establishing themselves as a significant force in the retail market.
“Kidults aren’t a passing trend – they’re the new tastemakers,” adds Filipovska. “And we’re here to give them socks worth collecting, sharing and wearing with pride.”
