4 Toys Adults and Kids Can’t Get Enough Of

In recent years, many adults have turned to toys for escapism and nostalgia. The “kidult” trend has influenced toy companies to broaden their target audience’s age range, with some products specifically for adults. Adding to the craze are blind boxes, where you don’t know what’s inside until you open them, offering a gambling thrill plus a community of fellow enthusiasts eager to trade.

“We see customers from 5 to 80 years old who all enjoy getting collectible toys, especially for the chance to find rare ones,” says Haruka Valentine, manager of JQ Hawai‘i, a Japanese stationery and collectibles store in International Market Place that sells Gundam kits and Smiski blind boxes, to name a few.

Here are some of the toys popular with grown-ups:

Lego

Lego launched black box kits for adults in 2020 and saw sales jump as people turned to brick building as a pandemic pastime. Today, the black boxes make up half of the Ala Moana store’s stock, allowing Lego enthusiasts to build architectural, botanical and technological structures. The company’s brand collaborations with Disney, Star Wars, video games, films and TV shows also remain popular among adults and kids.

Gundam

Since they came out in 1980, Gundam model kits, or “gunpla” as they’re known among fans, have always had an older customer base because of their intricate builds. Modeled after the iconic giant robots featured in the Mobile Suit Gundam anime, the toys helped bring the franchise to the masses. Customizability is one of gunpla’s selling points; makers get creative with paint, decals and kit combinations.

Labubu

You’ve likely seen this mischievous creature accessorizing bags around town. Designer toy company Pop Mart saw 170% revenue growth in the first quarter of 2025 thanks to the surging popularity of Labubu, a character created by Hong Kong designer Kasing Lung. Once Lisa of K-pop group Blackpink posted a Labubu plush keychain on her Instagram story, the toy blew up across the world. Local businesses have gotten in on the trend with Hawai‘i-inspired accessories, from Labubu hair claws to plush-sized lei tees.

Smiski

Made by Dreams Inc., the same Japanese company that produces Sonny Angels, these little guys have popped out of blind boxes since 2009 but only more recently entered the mainstream global toy market. With their small stature, neutral expressions and glow-in-the-dark bodies, Smiski are charming companions in home and work spaces. Their playful poses add whimsy to everyday tasks like getting dressed, using the bathroom and exercising.

Andrea Lee is the digital editor of HONOLULU Magazine.