The toy industry is undergoing a massive demographic transformation as adult consumers, often called "kidults," drive significant growth in sales. In the first half of 2026, adults aged 18 and up were the primary contributors to industry expansion in the United States, increasing sales by 25%.

Why are adult toy collectors buying more?

Several social and economic factors are fueling this trend. For many, particularly millennials, the pursuit of traditional milestones like homeownership has become difficult due to financial realities. This has led some to find reward and identity in collecting. Other motivations include:

Read also Millennials and Gen Z drive boom in adult toy market

  • Nostalgia: Reconnecting with childhood favorites like Pokémon or Lego.
  • Fandom: Engaging with specific entertainment franchises and social media communities.
  • Investment: Seeking rarity and potential financial returns on exclusive items.
  • Mental Wellness: Some reports suggest that engaging with items like plush toys may support mental health.

What types of products are trending?

Adult collectors are moving beyond simple play, treating toys as sophisticated hobbies or lifestyle accessories. High-end Lego sets, such as large-scale architectural replicas, have become popular display pieces. The market is seeing significant movement in several specific categories:

  • Trading Cards and Games: These remain among the fastest-growing segments.
  • Collectible Figures: Items like Funko Pops and "blind box" toys are highly sought after.
  • Licensed Merchandise: Products tied to major sports leagues like the NFL or NBA.
  • Sensory Toys: Fidget toys and squishies continue to see interest across various age groups.

The economic impact of kidulting

This shift is fundamentally changing how retailers operate. Rather than focusing solely on children, companies are designing premium, high-quality products meant for display and collection. In the U.S., households without children now account for 55% of toy sales, surpassing households with children. This demographic's willingness to spend—with some surveys indicating 65% of "kidults" spend at least $100 monthly—provides a crucial buffer for the industry against inflation and other economic pressures.

FAQ

What is a "kidult" in the toy industry?

A kidult is an adult consumer who purchases toys, games, or collectibles for their own enjoyment, collection, or as a way to express their personal interests.

Are these toys just for nostalgia?

While nostalgia is a major driver, many adults also purchase toys for social connection, as status symbols, or as potential financial investments through rare collectibles.