[CLSTR]
< Back to all clusters
[BUSINESS] · United States · 3 sources

started · updated

Part of situation: Growth of the adult toy collector market (2 clusters)

Adult collectors drive toy market growth as childless adults outspend parents

toy industry adult collectors consumer demographics Squishmallows retail trends

Data from Circana indicates a significant shift in the toy market, with childless adults purchasing more than half of all toys sold during the first half of 2026. This demographic has overtaken parents as the primary consumer group.

Jeremy Padawer, president of Jazwares, noted that adult collectors now dominate the market. Top-selling brands such as Pokémon, Barbie, LEGO, and Marvel are generating billions in revenue from both children and adult consumers. Jazwares has successfully leveraged this trend with Squishmallows, a plush toy line that was originally marketed to young girls but saw massive success with the 16-and-up demographic, selling over 500 million units.

In response to these changing consumer habits, Toys R Us has announced plans to open 120 new brick-and-mortar stores by the holiday season, aiming to capitalize on adult nostalgia and the growing collector market.

Entities

Circana · Jazwares · Jeremy Padawer · Squishmallows · Toys R Us

Claims

What the coverage asserts, and how many sources carry each claim.

Sources

Data Shows Childless Adults Spend More on Toys Than Families With Kids and an Expert Explains Why [pulptastic.com]
Data shows childless adults spend more on toys than familes with kids — and an expert explains why [offthepress.com]
Data shows childless adults spend more on toys than familes with kids — and an expert explains why [nypost.com]