King Jouet introduces separate concept for kidults

French toy giant King Jouet is dedicating a separate store concept to the growing market of ‘kidults’, or adults interested in games and toys. The first King’Dultes is set to open later this month in Marseilles.

First Marseille

On 25 July, the Les Terrasses du Port shopping centre will host the very first King’Dultes store, LSA reports. In just under 300 sqm, the retailer will offer a wide range of products that are specifically designed for teenagers and adults.

King Jouet wants to take advantage of this trend of adult consumers engaging with toys and games: the market for adult toys is steadily growing, and the retailer hopes to respond to changing consumer needs with this new store. Last year, adults accounted for 21 % of the total revenue at the French retailer; next year that should rise to 30 %.