Tuesday, May 6, 2025
FAN ZONE, the event dedicated to the kidult market
Action figures & accessoriesGaming & Pop cultureJeux de sociétéBoard games & PuzzlesConstruction toysCreative hobbies
The kidult market is a rapidly expanding sector, driven by licensed toys and products for fans and collectors. As part of the PRESHOW, suppliers are grouped together in the FAN ZONE area.
The ‘kidulte’ market, a contraction of ‘kid’ and ‘adult’, refers to adults and teenagers who are fans of toys and related products, and is experiencing remarkable growth in France and Europe. According to Circana, this segment now accounts for 28.5% of total toy sales in France, representing approximately £1.2 billion in 2024, with a notable increase of 7% compared to the previous year.
Licensed toys: driving this growth
Licensed products, such as Pokémon, Marvel and LEGO, are at the heart of this trend. They account for around 26% of total toy market sales in France. Brands such as LEGO have successfully attracted adults with complex and decorative models, while Pokémon continues to captivate collectors.
FAN ZONE: a trade show dedicated to products for enthusiasts
Building on this momentum, the first edition of FAN ZONE took place as part of the 2024 Christmas Preshow, offering a unique platform for industry players to showcase their latest products. FAN ZONE is the only professional event in France for licensed products, kidults, fans and collectors.
Among the exhibitors registered for 2025 are Funko, The Noble Collection, Red Robin Design, Fame Bros, Yu Me Toys, WTT, Paladone and Blokees.
FAN ZONE exhibitors cover a wide range of sectors:
- Action figures & accessories: collectible figures, role-playing toys and accessories, mini-figures, mini-universes and collectables.
- Gaming & Pop Culture: licensed products and various accessories such as video games, clothing & accessories, tableware, leather goods, decorative items, and goodies.
- Board games/puzzles: playing and collectible cards, games for adults, party games, card games, detective and/or escape games, kidult games, puzzles with more than 500 pieces, 3D puzzles.
- Construction toys: construction games for adults, models and model making.
- Creative hobbies: jewellery making, drawing, painting and accessories, beads and bead creations.
This event allows professionals in the sector to discover the latest trends and establish strategic partnerships to meet the growing demand from passionate consumers.
With an increasingly large and loyal customer base, the kidult market offers many opportunities for players in the sector. Current trends, such as the rise of licensed products, board games and collectible toys, are expected to continue to drive this market in the coming years.