Preface

"Too childish for primary school students, just right for adults" — this line perfectly sums up the core charm of the childlike economy. Overwhelmed by life and workplace pressure, many adults reclaim their childhood fun and relieve emotions through consumption such as blind boxes, building blocks, and cotton dolls. It has emerged as a trending new track of emotional consumption.

Part 1 What Is the Childlike Economy?

Essentially, the childlike economy refers to adults easing anxiety and healing inner turmoil through childlike consumption. Its core lies in emotional value. It is neither consumption downgrade nor refusal to grow up, but a psychological compensation under high-pressure life — healing internal friction and making up for emotional deficiencies with childlike fun.

Part 2 Why Is the Childlike Economy Taking Off?

1. Crowd Foundation: Coming-of-Age Gen Z with Rising Purchasing Power Post-95s are stepping into their 30s. The collision of childhood memories and financial capability makes them the main force of childlike consumption. Unbound by the stereotype of "being mature", they are more willing to pay for happiness, pushing "adults playing with toys" from niche to mainstream.
2. Psychological Necessity: A Spiritual Sanctuary from High-Pressure Life Young people today face multiple pressures from work and daily life. Childlike products feature low access threshold, high healing power and strong immersive engagement: assembling building blocks puts people in a flow state; unboxing blind boxes brings unexpected surprises; cuddling cotton dolls delivers soothing comfort. These experiences help people escape the chaos of reality instantly and gain pure joy.
3. Social Catalyst: Circle Identity & Social Media Virality On Xiaohongshu, the topic "Adults Should Also Play with Toys" has over 30 billion views, and content about the doll circle hits 1.25 billion views. On Douyin, videos of blind box unboxing and immersive building block assembly rack up over 100 million interactions. Childlike consumption has become a new social IP, helping young people quickly connect with like-minded peers and build a sense of belonging.

Part 3 Hottest Categories in the Childlike Economy

• Trendy Play Blind Boxes: IP blind boxes such as LABUBU sell extremely well, with rare hidden editions reselling at over 20 times the original price. The moment of unboxing brings adults small but definite happiness.
• Building Blocks & Miniature Models: Lego and miniature houses have become top stress relievers for office workers. Layer-by-layer assembly brings a sense of order and accomplishment, offering immersive healing from mental exhaustion.
• Cotton Dolls & Companion Plushies: "Raising dolls" has become a trend. Dressing dolls and decorating their miniature homes provides a sense of security with their soft texture, serving as a gentle sustenance for loneliness.
• Nostalgic Childlike Items: Retro snacks, tin toys and virtual pets instantly take people back to childhood, making up for childhood regrets and awakening pure happiness.
• IP Co-branded Merchandise: Cross-brand collaborations such as KFC × Sanrio and Pop Mart × major brands integrate childlike IPs into daily necessities, allowing adults to carry childlike innocence with them anytime.

Part 4 Consumer Profile of the Childlike Economy

1. Circle Followers (44.4%) Mainly Gen Z. They spend on blind boxes, trendy plays and IP co-branded products, pursuing circle recognition. They build social identities through symbolic consumption and seek approval from peers in the same circle.
2. Stress Reliever Seekers (36.2%) Mostly urban white-collar workers and students. They indulge in immersive activities like building blocks and miniature model assembly, seeking flow experiences and instant a sense of achievement to relieve stress.
3. Compensatory Healing Seekers (19.4%) Mainly young and middle-aged groups. They prefer nostalgic toys and retro items to make up for the lack of childhood affection and achieve self-healing through companionship-oriented consumption.

Part 5 Behind the Childlike Economy Market

In 2025, social media popularity of the childlike economy rose by 26% year-on-year. Evolving from niche circles to public vision, it has become the most dynamic track in the trillion-dollar consumer market. Brands tap into this market through sensory design, content operation and circle interaction. In fact, adults’ pursuit of childlike products is an act of self-care. Keeping childlike innocence enables people to face life better.

The popularity of the childlike economy stems from young people’s yearning for simple happiness and self-care. Childlike consumption such as blind boxes and building blocks serves as a way for adults to heal themselves physically and mentally and draw strength. May we all keep a childlike heart and heal ourselves gently all the way.