In a city where long queues for limited-edition Milo plushies and Pizza Hut collectibles have become commonplace, most would assume Singapore's "kidult" collecting phenomenon is driven primarily by trend-conscious Gen Z and Millennials. However, recent data from Carousell reveals a surprising truth: it's actually older collectors who are silently dominating the collectibles landscape, bringing both substantial spending power and long-term commitment to the hobby.
According to Carousell's latest market poll, a substantial 42% of collectors on the platform are aged 41 and above, with the 41-50 age bracket forming the largest single demographic segment—nearly 30% of all collectors. Far from passive participants, these Gen X collectors are opening their wallets in impressive fashion, with 40% spending over S$1,000 annually on their collections, making them the second-highest spending group behind only the 26-30 cohort.
42% of collectors are aged 41+, with the 41–50 group making up nearly 30%—the largest segment overall.
40% of collectors aged 41–50 spend over S$1,000 annually, making them the second-highest spending group after 26–30-year-olds (56%).
14% of collectors aged 41+ started within the past year, showing growing interest among older audiences.
Figurines and LEGO are especially popular with older collectors.
Top-searched collectibles on Carousell in Q1 2025 include “Labubu”, “Mofusand”, “Crybaby”, “Pokémon” “LEGO”, and “Jellycat”.
"The rise of 'kidults'—adults indulging in emotional spending and viral-trends collecting—has typically been associated with Millennials and Gen Z," notes Carousell's report. "But older collectors are emerging as key players in Singapore's booming collectibles scene."
This upends conventional wisdom about who drives collecting trends in Singapore. While younger collectors may generate social media buzz, it's the established collectors with deeper pockets who are quietly shaping the market's fundamentals.
What distinguishes these older collectors is their commitment to the hobby. The data shows 76% of respondents aged 41 and above have been collecting for more than five years, demonstrating remarkable staying power in an era often characterised by fleeting interests.
However, the collecting bug continues to spread among this demographic, with 14% of older collectors having started their journey within the past year—suggesting the pandemic-era hobbying boom has transcended age barriers.
For financial analyst and collector Marcus Tan, 46, this reflects a broader economic pattern: "Gen X collectors often have more disposable income and established careers. We're not just chasing trends—we're building collections with both emotional and potential investment value."
Perhaps most fascinating is how Gen X collectors bridge traditional and contemporary collecting worlds. While figurines and toys remain universally popular (chosen by 59% of respondents across all age groups), older collectors show particular affinity for LEGO alongside traditional collectibles like coins and notes.
This hybrid approach is reflected in Carousell's search trends, where established collectibles like LEGO maintain steady popularity (ranking sixth in search queries) alongside viral sensations like KFC's Mofusand figures (which jumped from 32nd place in Q4 2024 to second in Q1 2025).
The market's evolution is clearly visible in keyword rankings, with Pop Mart's characters "Labubu" and "Crybaby" holding top spots, while trading card phenomenon "Prismatic Evolutions" surged from 68th to third place following its Q1 2025 launch.
For investors and market watchers, the dominance of older collectors carries significant implications. Unlike younger demographics who might chase short-term trends, Gen X collectors often demonstrate more methodical approaches to their hobby.
"Nearly half browse for collectibles at least once a week to stay on top of new listings and market trends," the report notes. "Many are also meticulous curators: 47% actively organise and catalogue their collections, with one in five using digital tools such as spreadsheets or documents."
This level of organisation suggests a more investment-minded approach, with potential ramifications for the secondary market's stability. While younger collectors might drive initial sales spikes, the sustained interest from older collectors could provide longer-term support for resale values.
Despite the digital nature of Carousell's marketplace, older collectors maintain connections to traditional collecting channels, with 33% still shopping at brick-and-mortar stores and 19% attending events or conventions. This suggests specialty retailers still have opportunities to capture this valuable demographic through curated in-store experiences that online platforms cannot replicate.
For Singapore's collectibles scene, this multi-channel approach means both digital marketplaces and physical retailers can coexist in a complementary ecosystem.
As Singapore's collecting community evolves, it appears to be following a natural maturation curve. What began as youth-driven trends are establishing deeper roots as older collectors bring stability, purchasing power, and long-term perspective to the market.
This evolution suggests Singapore's collectibles boom isn't merely a pandemic-induced fad but rather a developing asset class with staying power—backed by committed collectors with the resources to sustain it.
For investors considering entry into collectibles, this data provides valuable context: the market is broader and potentially more stable than casual observers might assume, with multiple demographic segments providing different forms of market support.
As both younger trend-chasers and older dedicated collectors continue to interact in the marketplace, Singapore's collecting scene appears poised for sustainable growth—driven not just by viral sensations but by a diverse collector base spanning multiple generations.
While the queues for the latest Labubu figure might be dominated by younger faces, it's worth remembering that behind the scenes, Gen X collectors are quietly building impressive collections that may ultimately define the market's long-term trajectory.
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