Mattel has unveiled two Wicked: For Good collector dolls designed with Oscar-winning costume designer Paul Tazewell, due in spring 2027, while CVS Pharmacy is widening its fall toy and collectibles assortment. Both moves target adults, the fastest-growing segment of toy spending.

What are the new Wicked collector dolls?

The Elphaba and Glinda dolls were revealed on Oct. 24 and displayed at Universal's Oztacular Spectacular event at Universal CityWalk Orlando. Each is a $75 Mattel Creations exclusive with a doll stand and certificate of authenticity, according to TDmonthly.

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Elphaba's gown draws on mushrooms growing from mossy trees and asymmetrical plumage, with a high-collared bolero and a skirt fading from black to pink. Glinda's pink mermaid-silhouette gown takes cues from flower petals and butterfly wings, with pale green accents. The exchanged colors nod to the friendship between the characters. Tazewell won the Academy Award for Best Costume Design for Wicked.

Why are retailers betting on adult collectors?

According to Circana data cited by The Toy Book, toy spending among consumers 18 and older rose 12% year over year in the first quarter of 2025, reaching $1.8 billion, the largest spending segment among age groups. Nineteen percent of adults surveyed said they had recently bought Pokémon trading cards for themselves.

CVS said its fall lineup, rolling out in stores and online, includes Pokémon cards, Nook Nook Series 1 blind boxes, sensory toys such as Squishy Potato and Fried Chicken Squish, and seasonal items like Snoopy Dumpling. Exclusives include Joyward Halloween Squishes.

"There's something exciting about finding a product you weren't expecting during an everyday shopping trip," said Zach Dennett, interim chief merchandising officer at CVS Health. Availability varies by location and is while supplies last, the company said.

What else is coming for collectors in the U.S. and Canada?

Takara Tomy's Petit Licca Care Bears Collection went on sale in Japan on Oct. 24. The roughly 7-centimeter mini dolls come in mystery boxes with six Care Bears-inspired outfits plus one secret figure, at a suggested 1,650 yen each including tax. Takara Tomy said the line is also planned for the United States and Canada, with stock arriving in sequence.

FAQ

When can shoppers buy the Wicked dolls?

Mattel plans a spring 2027 release, sold only through Mattel Creations. Pricing and full sale details beyond the $75 figure reported by TDmonthly have not been announced.

Are the CVS toys available in Canada?

The expanded assortment is sold at participating CVS Pharmacy stores and on CVS.com in the United States. CVS did not announce Canadian availability.