The rise of Web3 has brought about a new trend of "kidulthood," where consumers are reawakening their inner child through immersive experiences and gamification. Google Trends show that searches for "inner child" have risen steadily since 2018, and the hashtag #innerchild has been viewed over 2.3 billion times on TikTok, indicating the rising interest in this concept.

Gaming has been at the heart of the metaverse since its inception, with brands leveraging gamification to incentivize community participation. These campaigns have been successful, as seen with Kate Spade's interactive virtual townhouse and Balenciaga's WeChat-based mini-game.

Multidisciplinary "playgrounds" have also emerged, providing creative expression and socialization spaces. The Play!Pop!Go! ecosystem and Creature World NFT project are examples of such playgrounds, where visitors can immerse themselves in a sensorial environment and awaken their imagination.

Nostalgia-driven products have also contributed to the "kidult" trend, with consumers pivoting away from newness to childhood memories and products. The Toy Association Survey found that 58% of adult respondents had purchased a toy for themselves, and "kidults" account for 25% of toy sales. Luxury brands have also tapped into this trend, as seen with Loewe x Studio Ghibli's Howl's Moving Castle and Jimmy Choo x Pretty Guardian Sailor Moon campaigns.

Overall, Web3 has provided a platform for consumers to reconnect with their inner child and embrace playfulness, creativity, and freedom. The " kidulthood " trend will likely continue as the metaverse grows and evolves.