Trends 2026: What Will Shape Brand Communications and Event Formats.

What trends will define brand communications and the logic of events in 2026? We break down one of the most compelling for the event industry — kidulting.

We continue analysing the trends reshaping approaches to corporate and entertainment events. And while most of them are about technology and formats, kidulting is fundamentally about psychology. About how the adult mind works — and what genuinely captures its attention today.

Kidulting is when adults consciously choose “childlike” formats: games, construction sets, collectibles, fan communities, branded merchandise and animation. The phenomenon has long outgrown pop culture and become a fully-fledged economy. The toy and collectibles market today isn’t driven by children — it’s powered by adults.

3 main ideas of this article

01Kidulting is serious economics and psychology, not child's play.

02Participant attention is the main deficit of 2026, and game mechanics help to retain it.

03Kidulting in events only works in "adult packaging.

Kidulting: The New Normal of Adult Leisure.

В своей сути кидалтинг — это взрослая версия игры. Способ снять напряжение, вернуть чувство контроля, получить быстрое удовольствие и снова ощутить себя частью комьюнити.

Для брендов это готовый язык разговора с аудиторией. А ивент становится идеальной средой, где этот язык работает лучше всего.

Вывод здесь простой: если взрослый готов тратить деньги на игровой продукт, он с высокой вероятностью готов отдать своё внимание игровому опыту на мероприятии. Для всех уже очевидно, что внимание в 2026-м — это самая дефицитная валюта.

“The modern event attendee isn’t a spectator in a seat. They’re a player who needs a role, a clear objective, and a sense of forward momentum. Give them that — and they’re yours for the entire day.”

Anton Savelyuk, Founder of iMARUSSIA!

Why This Is Critical Right Now.

The cost of an attendee’s attention has multiplied. I see it on every project: people arrive at a conference or corporate event no longer seeking content per se. Content is everywhere — everyone is already drowning in it. People want to leave an event with a specific internal result: engaged, enlightened, having made the right connections, having gained something of their own.

The organiser’s job is to create that opportunity. Not through the programme itself, but through the right mechanics.

€4,5 М

The European Toy Market for Adults 12+

36%

Kidults’ share of toy sales in France

13+

Age of the Hasbro brand’s main customers

International Experience: How It Works Around the World.

Kidulting works at peak effectiveness when the game is packaged in an adult way. Several proven models:

USA — fan worlds and community built around the event. The sense of belonging to a “club” matters more than the product itself.

Europe — adult construction: strategy, team and product are turned into an experience that participants literally build with their own hands.

Asia & China — the “blind box” model with a mascot: micro-luxury, surprise, emotional resonance and collectability. Translated into event logic, this means controlled surprises: secret zones, hidden levels, role upgrades and narrative twists triggered by action.

A ready-made mechanic for any event: a limited-edition brand mascot in a sealed box — a trophy guests earn through participation. Low cost, high impact.

The numbers confirm this is no longer a niche:

• The European toy market for ages 12+ reached approximately €4.5B in 2023, representing around 28.5% of all toy sales (Circana)
• In France, “kidults” accounted for up to 36% of toy sales amid declining birth rates (Le Monde)
• Hasbro publicly acknowledges that a significant share of revenue comes from buyers aged 13+ (WSJ)
• According to Circana, adult purchasing became one of the key drivers of toy segment recovery in 2025

How Brands Can Use Kidulting in Events.

Principle 1. Assign a Role.

The first question every event producer should ask: “What role does the attendee get beyond sitting and listening?”

Working options:

• Product Explorer — digs in and tests things hands-on
• Solution Architect — builds a framework around a specific challenge
• Insight Hunter — seeks and captures the best ideas, benchmarks cases
• Guild Member — part of a team with a shared goal and personal contribution

The next level: progress. It’s created with simple tools — missions, levels, collections, achievements. In practice, this works best through a mobile app or Telegram bot. The bot guides participants through the scenario, logs their actions, prompts the next step, and delivers a personal summary at the end. We deploy these mechanics regularly on our projects — and they consistently outperform traditional printed handouts.

Principle 2. Adult Aesthetic.

Kidulting does not tolerate childish visuals or overly simplistic executions — especially when your audience is senior executives. Visually, everything must read as premium: refined, tech-forward, with precise, bold accents. The game must feel like serious business.

Principle 3. Team Over Ranking.

In the corporate environment, cooperative mechanics work best: a shared goal, mutual support, resource exchange, team decision-making, collective unlocking of the next level. Keep competition gentle — no pressure. Leaderboards and nominations framed as “best progress” or “most accurate hypothesis” create excitement without stress.

Principle 4. Collecting as an Engagement Mechanic.

One of the main engines of the kidult market is limited runs, series and “collect the set.” In events, this works as follows:

• Participant passport with stamps and ratings (a classic that still delivers)
• Unlockable levels — collect all elements, unlock access to a private location or VIP zone
• Collectible merchandise — a limited series available exclusively at the event
• A curated contact set — 7–8 connections via QR exchange or smart matchmaking earns a meeting with a speaker or an invitation to the next event
• Insight card series — after key sessions, participants receive a card with a key takeaway or checklist. Collect 6 of 8 and receive the final pack plus access to recordings

“A physical artefact from an event works remarkably well: people photograph it, show it to colleagues, put it on their desk — and every time, they think of the brand.”

Anton Savelyuk, Founder of iMARUSSIA!

8 Practical Hacks That Will Immediately Strengthen Any Event.

• Deliver the first win within 10 minutes of entry — before the attendee retreats into their phone.
• The badge doesn’t have to be a badge — make it a participant passport or a character card.
• Bet on team play — shared progress for the room, with the finale unlocked collectively.
• Let participants choose their own role — no forced assignments, no random draws.
• Always include a “quiet route” for introverts — not everyone wants to play, and that’s perfectly fine.
• Structure in three acts: entry (role assignment) → middle (progression) → finale (shared trophy).
• Physical artefacts outperform digital ones — they get photographed, shared and kept.
• Build community after the event — a “participants’ club” delivers far more than a generic “see you next time.”

Final Checklist: How to Know Your Kidult Event Is Done Right.

• The attendee understands their role and game objective — without the MC explaining it
• There is a sense of progress and forward movement
• The game doesn’t obscure the meaning — it delivers it
• Visually, it looks mature and premium
• The attendee leaves with an artefact and a story they’ll want to tell

Conclusion:

In 2026, kidulting isn’t about “let’s play a game.” It’s a mature format of participation: freedom of choice, clear purpose and genuine enjoyment of the process. The organiser who can bring all of this together in a single event earns the most valuable outcome of all — fully engaged attendees and lasting brand loyalty.