{
  "id": 15757166,
  "title": "Millennials are ‘kidulting’ through their parenthood stage, spending their free time on blind boxes and claw machines",
  "url": "https://urgent.news/2026/10/20/millennials-are-kidulting-through-their-parenthood-stage-spending",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-10-20T14:30:49.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/10/20/millennials-kidulting-harris-poll-nostalgia-blind-box-arcade-claw/"
  },
  "original_language": "en",
  "account": "In recent years, a trend known as \"kidulting\" has gained traction among adults, particularly millennials, who are indulging in childhood toys, games, and experiences for their own enjoyment. A recent Harris Poll survey of 2,158 U.S. adults revealed that 80% of respondents had engaged in some form of playful activity for their own pleasure in the past year. Among millennials, 92% spent money on these activities, with 78% spending $100 or more. Notably, 57% of Gen Z and millennials purchased blind boxes or mystery boxes for themselves, compared to only 16% of Gen X and boomers.\n\nLibby Rodney, chief strategy officer at The Harris Poll, likens the blind box economy to a slot machine, describing it as a fun, physical lotto ticket that allows individuals to buy and play with small, affordable gambles on joy. Older millennials, born between 1978 and 1988, spend more per customer on hobbies than any other generation, with BofA card data indicating they spent nearly twice as much as Gen Z did in the same time period. Despite having the shortest free time of any age group, older millennials seem to be more focused on self-care through play than previous generations.\n\nThe nostalgia factor plays a significant role in this trend, with 87% of millennials feeling emotionally connected to brands that tap into their childhood memories. In fact, 86% appreciate it when brands create adult versions of childhood favorites. The toy industry has adapted to this growing trend, with adult-only households accounting for 55% of U.S. toy sales in the first half of 2026, marking a 16% increase through June. The trend also extends to arcades, with claw-machine stores opening in major cities, offering miniature toys for a small fee. Survey respondents describe kidulting as a form of self-care and a way to combat the grind of modern life, with 80% of millennials agreeing that small moments of joy are more important than ever during uncertain times.",
  "summary": "\"It’s got the same kind of psychological draw as a slot machine,\" Harris Poll chief strategy officer Libby Rodney told Fortune of the \"blind box\" appeal.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}