From kidults to senior gamers, brands play with blurred generational divides

As age-based segmentation becomes less relevant for predicting consumer preferences and behaviors, brands are getting increasingly playful in how they engage with audiences young and old. Rather than focusing on perceived generational divides, they‘re creating products and experiences that resonate across age groups while challenging outdated assumptions about how people should behave at different life stages.

A few recent examples of brands embracing the shift:

🎢 Swedish amusement park Liseberg assembled a team of octogenarians to break the world record for the highest average age on a roller coaster, achieving an 80.1-year average and generating close to a million TikTok views.

🧸 Major toy manufacturers, including Mattel, Lego and Hasbro, are actively developing products for “kidults,” with adult toy sales surpassing those of preschoolers in H1 2024. Adult customers in the US spent nearly USD 7 billion on toys in the year leading up to July 2024.

🎮 IKEA tapped 76-year-old Twitch streamer Cath Bowie as the face of its BRÄNNBOLL gaming collection, recognizing that seven million UK gamers are over 55 and 49% of British gamers are female. Bowie says it was “love at first sight” when she was introduced to Fortnite and now streams daily.

🐟 Pepperidge Farm playfully rebranded Goldfish crackers as “Chilean Sea Bass” in a limited campaign that acknowledged adults’ continued enjoyment of the childhood snack, giving them permission to embrace their inner snacker without feeling like they’re raiding their kids’ lunch boxes.

🧶 With age-related stereotypes continuing to unravel, how can your brand lead the way through a more nuanced reality, where interests and behavioral patterns and interests transcend generational boundaries?