The WARC Podcast Trends in entertainment and leisure marketers need to know
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Jun 10, 2025 In this engaging discussion, Stephanie Siew, a Senior Research Executive at WARC and author of an insightful industry report, shares key trends shaping the entertainment landscape. They explore the fascinating rise of 'kidults' — adults indulging in childhood nostalgia by purchasing toys and collectibles. The conversation also highlights innovative marketing strategies for community-focused fitness campaigns, alongside a notable shift towards conservative content in media, reflecting audience demand amid political polarization.
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Kidults Driving Toy Market Surge
- Adults are increasingly buying toys for themselves, surpassing traditional child toy sales.
- This trend is driven by escapism, nostalgia, and social media influence sharing their purchases online.
Lego Targets Adult Mindfulness
- Lego positioned their products as relaxation tools for adults to challenge the kid-only toy perception.
- They highlighted mindfulness and stress relief benefits in their campaign.
Social Fitness as Connection Hub
- Social fitness combines exercise with social connections, driving people to join group activities.
- For Gen Z, run clubs often serve as social and dating venues, redefining exercise culture.