Remember the joy of finally getting that toy you always wanted as a kid? It seems that feeling isn't just for kids anymore! The toy industry is buzzing about a new customer segment: the Kidult. These are adults rediscovering their childhood passions through toys, often driven by nostalgia, stress relief, or simply fulfilling a long-held dream.

25 years ago, my wife and I jumped into this market before it was even a "thing." We launched an online retailer for model and hobby products. Many of our customers, though we didn't call them "Kidults" then, were buying for those very reasons. Their passion validated our vision: to educate, inform, and support this growing community. (More on those core principles in a future post!)

While the landscape has changed drastically since 1999 (think mobile, marketplaces, AI, 3PL, and the hunt for exclusive products!), the core connection to Kidults remains. We built our business on understanding their needs. My wife recently sold the business after a successful run, and my own career path shifted thanks to the insights I gained. The highs of entrepreneurship are unforgettable, including seeing my wife nominated for Welsh Business Woman of the Year and winning 5 Chamber of Commerce awards in a single year! We also forged lifelong friendships with suppliers and manufacturers, even landing some unexpected TV cameos (including a soap opera using our website by accident!).

Now, I'm curious: What aspects of this journey would you find most interesting? Should I share:
💠 The three core principles that guided our business?
💠 The story of how a $199 investment turned into £1 million in sales?
💠 How we ‘accidentally’ became a supplier to Harrods!
💠 My thoughts on how to sell online today?
💠 Insights on recruiting for skills, experience, or attitude?