Wednesday, October 14, 2026
1UP: from the kidult phenomenon to squishy toys, passion knows no age!
From nostalgia and iconic franchises to collectible figures and new sensory trends, the toy market continues to redefine its boundaries. For its first appearance at the Deauville Preshow, 1UP is showcasing a portfolio of brands that appeal to passionate collectors and younger generations alike. Its ambition: to support retailers with universes that bring people together, distinctive concepts and products that inspire play, collecting and sharing.
Kidults: when childhood passions become an essential market
What if toys were no longer just for children?
With almost a third of toy and game sales coming from the kidult segment, this trend has become a powerful driver of growth for the industry. Collecting a figure of a favourite artist, rediscovering the world of a classic video game or displaying an iconic childhood character: adults are wholeheartedly embracing their passions.
This is precisely where 1UP positions itself, at the crossroads of these worlds. A French specialist in gaming, pop culture and licensed product distribution, the company is developing a portfolio of complementary brands that appeal to different generations and meet retailers’ expectations.
Minix: pop culture to collect, without limits
No discussion of the kidult phenomenon would be complete without collectible figures. With Minix, distributed exclusively in France by 1UP, icons from sport, music, cinema and television come to life in an instantly recognisable format.
From Michael Jackson and Freddie Mercury to the biggest football stars and iconic film characters, Minix brings together worlds that span generations.
Alongside the traditional 12 cm figures, new 7 cm formats and surprise-pack collections, known as Blind Bags, add a new dimension of discovery.
The brand also continues to expand with new releases inspired by iconic names and franchises such as Rocky, Rambo, The Rolling Stones, John Wick, Batman, Peaky Blinders and The Matrix.
A broad offering that brings different fan communities together around a shared pleasure: collecting the personalities they are passionate about.
Console Heroes: retrogaming becomes a collectible
Another brand that embodies this trend is Console Heroes, distributed exclusively by 1UP.
Its concept taps directly into nostalgia for the earliest generations of consoles: retro video game cases that open to reveal miniature three-dimensional dioramas.
Following collections inspired by SEGA, the brand is exploring the world of the original PlayStation with iconic franchises such as Final Fantasy VII, Metal Gear Solid and Twisted Metal.
These collectibles resonate immediately with gamers who grew up in the 1990s and 2000s, while also appealing to a new generation of retrogaming enthusiasts.
Through Console Heroes and the premium statues from First 4 Figures, 1UP offers a range of collecting options, from affordable figures to display pieces.
Licensing: a universal language across generations
Pokémon, Nintendo, Sanrio and One Piece: these worlds have moved beyond their original media and are now part of consumers’ everyday lives.
1UP supports this evolution with its licensed plush ranges, notably through Together+ and Sakami.
These products naturally appeal to children, but also to teenagers and adults, whether as decorative items, collectibles or gifts. This complementary offering allows retailers to create cohesive themed ranges and deepen consumers’ connection with the franchises.
Squishy mania: sensory toys emerge as a major trend
Colourful, fun, satisfying to handle and irresistible to collect, squishy toys are among the trends shaping the market in 2026.
Fuelled in particular by social media and unboxing videos, this trend reflects a desire for simplicity, surprise and instant interaction.
1UP is expanding its catalogue with two particularly playful concepts: Squishy Tushy Toys and Mash’Ems.
Squishy Tushy Toys brings humour and lovable characters to the fore! These little animal figures, already stars on social media, have a feature that is as unexpected as it is amusing: a soft, squeezable bottom.
Part collectible figure, part sensory toy, the concept is built around a simple idea: bringing a smile from the very first squeeze. Surprise packaging adds the excitement of discovery to the tactile experience.
Mash’Ems, meanwhile, combines the power of licensing with the pleasure of collecting. The concept? Mystery capsules containing ultra-squishy figures measuring around 4 cm, ready to squeeze, handle and collect.
Four iconic worlds take centre stage: Minecraft, Stitch, PAW Patrol and Spidey and His Amazing Friends. With six characters per franchise, this selection offers 24 figures to discover. More worlds are on the way, reflecting new releases and key moments in 2027…
Two complementary approaches that demonstrate the potential of sensory toys: fun, accessible products that are particularly well suited to treat purchases, small gifts and collecting.
Complementary worlds to support retailers
From adult collectors to children opening their first surprise capsule, purchase motivations may vary, but some fundamentals remain the same: emotion, recognising a character and the pleasure of discovery.
For retailers, this variety creates numerous opportunities: building themed spaces around strong franchises, encouraging add-on purchases and energising impulse-buy areas.
With its expertise in gaming, pop culture and omnichannel distribution, 1UP helps retailers build a product offering that is both appealing and complementary.
See you in Deauville!
For its first appearance at the Deauville Preshow, from 16 to 20 November 2026, 1UP invites industry professionals to discover its brands and prepare their 2027 collections.
Minix figures, Console Heroes dioramas, First 4 Figures statues, licensed plush toys and new squishy concepts: a variety of worlds that reflect the diversity of people’s passions and their ability to bring generations together.
After all, children grow up… but the joy of play never fades!
Meet 1UP Distribution at the Deauville Preshow 2026 to discover its new releases and build the next toy and pop culture successes together.
Sources: Deauville Preshow – article dated 20 April 2026, and FFJP / Circana – official press release, January 2026