Posted by SINGAPORE, 20 May 2025 – The rise of “kidults”—adults indulging in emotional spending and viral-trends collecting—has typically been associated with Millennials and Gen Z. But new insights from leading multi-category recommerce marketplace Carousell reveal a shift: older collectors are emerging as key players in Singapore’s booming collectibles scene.
In a recent Carousell poll aimed at understanding the evolving collecting landscape, 42% of users in the Hobbies & Toys category were aged 41 and above. Within this group, the 41–50 age range emerged as the largest segment overall, making up nearly 30% of all collectors. This group is also the second-highest spending demographic, with 40% reporting annual spending of over S$1,000—just behind 26–30-year-olds (56%).
Bridging eras: the Gen X way of collecting
Among respondents aged 41 and above, 76% have been collecting for over five years, showing strong long-term commitment to the hobby. Interestingly, 14% started within the past year—indicating that collecting continues to draw new interest even among older audiences.
For many Gen X collectors, collecting is more than just a hobby—it is part of their weekly routine. Nearly half browse for collectibles at least once a week to stay on top of new listings and market trends. Many are also meticulous curators: 47% actively organise and catalogue their collections, with one in five using digital tools such as spreadsheets or documents. When it comes to how they shop, half of the respondents aged 41 and above prefer using Carousell to discover and purchase collectibles. That said, offline experiences remain relevant, with 33% shopping at brick-and-mortar stores and 19% attending events or conventions—showing that older collectors are just as immersed in the community aspect of collecting as their younger counterparts.
Across all age groups, figurines and toys are the most popular collectibles, chosen by 59% of respondents. Trading cards came next at 24%, followed closely by LEGO at 22%. Among older collectors, LEGO is especially popular, alongside traditional items such as coins and notes. This blend of modern and nostalgic preferences illustrates how older collectors balance traditional interests with modern trends—bridging generational tastes in the process.
Search trends mirror poll findings
Carousell’s Toys and Games subcategory under Hobbies & Toys data from Q1 2024 to Q1 2025 echoes the poll results, highlighting a growing interest in collectibles that span generations:
- Figurines: Pop Mart’s characters “Labubu” and “Crybaby” held top spots, ranking first and fourth among the most-searched keywords in both Q4 2024 and Q1 2025. “Mofusand”, created by Japanese illustrator Junko Noji, experienced a notable surge, jumping from 32nd place in Q4 2024 to second in Q1 2025, driven largely by its recent KFC collaboration. These shifts illustrate the seasonal and trend-driven nature of figurine popularity in Singapore.
- Trading Cards: Following its launch in Q1 2025, the Pokémon Trading Card Game (TCG) set “Prismatic Evolutions” surged from 68th most-searched keyword in Q4 2024 to third in Q1 2025. General “Pokémon” searches also increased, rising from ninth to fifth.
- Toys: “LEGO” maintained its strong standing as the sixth most-searched keyword across both quarters, solidifying its widespread appeal across age groups. British plush toy brand “Jellycat” also climbed from tenth in Q4 2024 to seventh in Q1 2025, signalling growing interest among collectors.
Community that’s evolving with its collectors
As collecting grows in popularity, Gen X is not just along for the ride—alongside younger “kidults”, they are also helping to shape it. Their deep-rooted passion, consistent engagement, and a strong willingness to spend, these collectors add a deeper layer of generational diversity to Singapore’s collecting scene.
Start your next collectible hunt or list your own at https://www.carousell.sg.
About Carousell
Carousell is a multi-category classifieds and recommerce marketplace that makes selling as easy as taking a photo, buying as simple as chatting. Carousell is available in Singapore, Hong Kong, Indonesia, Malaysia, the Philippines and Taiwan. The Carousell marketplace has a diverse range of products across a variety of categories, including cars, lifestyle, gadgets and fashion accessories. To increase the trust and convenience in buying and selling secondhand, Carousell has launched recommerce programmes such as the Carousell Certified programme that allows users to buy secondhand items that have been inspected, and Sell to Carousell programme that allows users to sell directly to Carousell for instant cash. Download the app for iOS or Android, and visit www.carousell.com for more information.
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