kidult

"The popularity of Sonny Angel and Jellycat illustrates the growing kidult trend," says Susannah Streeter, head of money and markets at Hargreaves Lansdown, who has covered the retail sector for many years.

According to Melissa Symonds from Circana, the kidult trend is showing no signs of slowing down.

Gareth Edwards, a self-confessed kidult in his late 50s, was exhibiting his board and card games at the show.

The enthusiasm of older players, via specialist events, shops and cafes accounts for part of the rise in popularity of kidult games.

Does your “kidult” turn up in other areas of your life?