Why Millennials Are Kidulting—and Why You Should Too
Because joy doesn’t have an expiry date.
Ever catch yourself humming the Pokémon theme song or eyeing that old-school Game Boy in the attic? Maybe you’ve secretly wanted to jump into a ball pit or build a Lego castle again—no judgment here. If any of this sounds familiar, you’re already dabbling in something called kidulting—and you’re in good company.
This quirky yet comforting trend is catching on fast, especially among millennials. But far from being a sign of immaturity, kidulting is becoming a powerful way for adults to relax, heal, and reconnect with themselves.
Let’s dive into the world of kidulting—what it is, why it’s booming, and how it might just be the mental refresh button we all need.
So, What Is Kidulting?
At its core, Kidulting is about adults embracing the joys of childhood—through toys, cartoons, swings, slime, and everything in between. Think colouring books, action figures, roller skates, stuffed animals, even dressing like it’s the early 2000s again.
The term kidult has been floating around for a while, but the concept gained real traction during the pandemic. Stuck indoors, many people turned to nostalgic comforts that reminded them of simpler, safer times.
“Kidulting is a natural, simple return to known, feel-good childhood activities,” says clinical psychologist Dr. Carla Marie Manly.
It’s not about escaping adulthood—it’s about bringing joy back into it.
Why Is Everyone Kidulting Now?
Three words: stress, nostalgia, healing.
- The pandemic blurred time and overloaded our minds. We longed for familiarity—and what’s more familiar than our childhood joys?
- Mental health awareness has soared. People now prioritize activities that bring happiness and reduce anxiety.
- Nostalgia sells—and brands are cashing in. McDonald’s rolled out limited-edition Adult Happy Meals with collectible toys, proving kidulting isn’t just a personal hobby—it’s big business.
A Toy Association survey found that 58% of U.S. parents bought toys for themselves in 2021. It’s not just about buying for kids anymore—grown-ups want a piece of the fun too.
Where Is Kidulting Happening? Everywhere!
Kidulting has gone global—and experiential.
- Dopamine Land (London & Madrid): An immersive playground for grown-ups to play, laugh, and de-stress.
- Wondr Experience (Amsterdam): Ball pits, wall scribbles, and pink marshmallow pools—yes, please!
- Ballie Ballerson (UK): A bar-meets-ball-pit that attracts thousands of adults monthly.
- TikTok: Search #kidulting and you’ll find adults reliving Y2K fashion, making slime, and sharing retro toy hauls.
Clearly, play is no longer just for kids—it’s a movement.
The Mental Magic Behind Kidulting
Let’s get one thing clear: Kidulting is not childish—it’s child-like. And that distinction matters.
Psychologists say nostalgic play triggers dopamine, the “feel-good” hormone. According to the World Health Organization, anxiety and depression increased by 25% globally in 2020 alone. Kidulting, in that context, became more than just fun—it became therapy.
“Play can suspend reality, bring awe, and help adults see the world through curious eyes,” says nostalgia expert Dr. Krystine Batcho.
Kidulting brings emotional relief and sparks creativity, reduces burnout, and enhances focus—all while making you smile like a 10-year-old on a sugar high.
Real Talk: Why Adults Love It
Let’s hear from a few real-life kidults:
🎨 Sanya B., 32, marketing executive: “I started painting with watercolours again during lockdown. Now it’s my weekend therapy.”
🃏 Ravi P., 28, software developer: “I bought a Pokémon card set I couldn’t afford as a kid. Opening that box—it was like healing a part of me.”
🧠 Tanvi D., 35, psychologist: “For clients who had tough childhoods, kidulting is about reparenting the inner child. It’s deeply healing.”
The Science Backs It Up
Clinical psychologist Dr. Trish Phillips points out that play is vital at every age:
“It increases spontaneity, releases feel-good hormones, and even helps us think more clearly.”
When done with friends or loved ones, kidulting can also build connection and enhance relationships. Shared laughter over a childhood memory is powerful—it’s bonding, it’s healing, and it’s real.
Kidulting = Healing
Not everyone had a carefree childhood. Some faced trauma or pressure early on. For them, kidulting can be a conscious way to reclaim joy and heal emotional wounds.
“Mindful kidulting,” says Dr. Manly, “gives your inner child the fun and safety they may have missed.”
Even something as simple as jumping on a trampoline or coloring outside the lines can carry unexpected emotional weight—and reward.
Don’t Outgrow Joy
We live in a world that glorifies hustle and being “serious.” But what if joy, wonder, and fun aren’t things to leave behind, but lifelines to hold on to?
So go ahead:
- Watch that Saturday morning cartoon.
- Dance like you’re in your bedroom at 13.
- Build something silly.
- Laugh out loud—like, loud.
Because kidulting isn’t about being less adult—it’s about being more human.
As Dr. Phillips puts it:
“Let the child within you take centre stage—and help you remember the magic of childhood moments.”
Ready to Reconnect with Your Inner Child?
What’s one thing you loved as a kid that you haven’t done in years? Try it this week—and see how it feels.
