What's Happening?
Tristan Wigglesworth, known as Top Pops on YouTube, conducted an experiment involving Logan Paul’s signature energy drink, Prime. Wigglesworth, who has over three million subscribers and owns more than five thousand Funko Pops, submerged a Funko Pop figurine
in Prime for a full week. This experiment is part of his broader content strategy, where he explores various aspects of Funko Pops, including discussions on 'R-rated' figurines of characters like Borat and Satan. His videos cater primarily to an adult audience, with YouTube's demographic data indicating that the majority of his viewers are between twenty-five and forty-four years old. This trend highlights the growing phenomenon of 'kid-ulting,' where adults engage with toys and collectibles, often viewing them as 'passion assets' or investments.
Why It's Important?
The phenomenon of 'kid-ulting,' as exemplified by Tristan Wigglesworth's content, reflects a significant cultural and economic shift in the U.S. Adults are increasingly investing in toys and collectibles, such as Funko Pops, driven by nostalgia, display value, and the potential for financial return. This trend challenges traditional notions of adulthood and consumer behavior. The market for adult collectibles is expanding, with some items holding their value well on the secondary market, leading to their classification as 'passion assets.' This shift impacts industries ranging from toy manufacturing to online content creation, as companies and creators adapt to cater to this demographic. The involvement of public figures like Logan Paul, whose energy drink is featured in such experiments, further intertwines celebrity culture with consumer trends in the collectibles market.
What's Next?
The 'kid-ulting' trend is expected to continue growing, with toy manufacturers and content creators likely to further capitalize on this demographic. We may see more collaborations between brands and influencers like Tristan Wigglesworth, as well as an increase in the production of collectibles specifically marketed towards adults. The concept of toys as 'passion assets' could also gain more traction, potentially leading to new investment opportunities and platforms for collectors. Additionally, social theorists like Keith Hayward, author of 'Infantilised: How Our Culture Killed Adulthood,' suggest that this trend is linked to broader societal changes, such as delayed milestones of adulthood and economic pressures. This could lead to ongoing discussions about the implications of perpetual adolescence on societal norms and consumer spending.
Beyond the Headlines
The 'kid-ulting' phenomenon, while seemingly innocuous, points to deeper societal and psychological implications. The New Yorker article suggests that this trend is partly a response to the erosion of traditional adult milestones, such as homeownership and marriage, which are becoming increasingly difficult for younger generations to achieve. In this context, collecting toys can serve as a form of escapism or a way to reclaim a sense of control and satisfaction. Corporations have also played a role in extending childhood, recognizing that it's easier to market products to individuals who retain childlike interests. This raises ethical questions about the deliberate targeting of adult consumers with products traditionally associated with youth, and the potential impact on mental well-being and financial responsibility. The cultural acceptance of adult toy collecting also signifies a shift away from previous stigmas, indicating a broader redefinition of what constitutes 'adult' behavior and leisure activities.
