Adult experience economy drives toy market, Disney’s “Baby Oyster” themed pop-up store opens in Taipei

The adult experience economy has become the new main consumer force in the toy market, and the "Oyster Baby" themed pop-up store that has created a buzz in the community is coming to Taipei. (provided by the operator)

[Reporter Qiu Qiaozhen/Taipei Report] The declining birthrate has impacted the child population, but a new group of main consumers have emerged in the toy market, namely "adults who buy toys for themselves."

The "old children" group known as "Kidult" (Kid+Adult) has risen rapidly in recent years. From plush dolls, building blocks, cards to IP collectibles, it is no longer just a business for children. The toy market has also emphasized "fun or not" in the past, and has gradually extended to collections, community sharing and emotional value, driving IP industry players to further package products into ritual-like experiential consumption.

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According to statistics from market research organization Circana, the global toy market will reach US$123 billion in 2025, with an annual increase of 8%. Among them, toy sales driven by teenagers and young adults over 15 years old have increased by 111% since 2020. In addition, among the 12 major markets tracked by Circana, sales of collectible toys will increase by 32% in 2025, accounting for nearly 19% of overall toy sales. It is clear that adults and collection needs are becoming new growth drivers for the toy industry.

Interestingly, industry players have also begun to turn "buying toys" into an experience. Take Jellycat in the UK as an example. In recent years, it has created themed retail experiences in different cities, from unboxing blind boxes to selecting, interacting, packaging, taking photos, sharing to the community, and even giving characters stories, so that consumers can buy not just goods, but a complete set of consumption experiences. This set of gameplay is now also appearing in the Taiwan market.

Disney's "Baby Oyster Themed Breeding Center Pop-up Store" will be launched in Taipei on the 25th. Unlike traditional pop-up stores that focus on product display, this time the operator has extended "buying a doll" into a complete "breeding" experience.

The "Oyster Baby" from Disney's "Alice in Wonderland" has recently attracted collectors with its round shape and pink color. After last year's themed pop-up stores in Hong Kong and Macau sparked discussions in the community, it will also be stationed in Huashan 1914 Cultural and Creative Industry Park from September 25 to October 18.

After entering the "Baby Oyster Theme Breeding Center", consumers can first select the baby oyster they like in the underwater coral area, then enter the bathing area, where staff will accompany the doll to "bath" and "weigh" the doll, and finally obtain an exclusive breeding guide.

In addition, the Taipei store has gathered more than 200 baby oyster-themed products, including new products first launched in Taiwan and peripherals directly shipped from Japan. Among them, the first products launched in Taiwan include "Acrylic Symphony Keychain" and "Mini Lightweight Tumbler Shape Keychain". There are also a variety of peripherals imported from Japan that are sold simultaneously.

A 2-meter giant shell pearl pool was built on site, and the lottery mechanism was packaged as a "pearl from the bottom of the sea." Each pearl was priced at NT$300 and contained different baby oysters or Alice in Wonderland-themed peripherals. A Taipei-limited themed sticker machine was also added, from selecting dolls, participating in breeding, purchasing collections to raffles and taking photos, further lengthening the process of interaction between consumers and characters.

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