Kidult economy drives growth in toy and collectible markets

The toy industry is experiencing a significant shift driven by the ‘kidult economy,’ where adults aged 12 and older purchase toys, collectibles, and games for themselves. Data from Circana Insights indicates that toy sales rose 17% in the first half of the year, defying broader trends in reduced discretionary spending.

Market performance within the sector varies. Hasbro Inc. has seen growth, benefiting from durable intellectual property and repeat buying cycles like trading card games. In contrast, Mattel Inc. has experienced a 15% decline. Analysts suggest the market is split between companies with long-term franchises and those relying on hype-driven, scarce products.

On the live shopping platform Whatnot, the number of toy buyers more than doubled in 2026, with orders in the Toys & Hobbies category increasing by 140%. Trends for 2027 point toward continued growth in nostalgia-driven brands such as Bratz, LEGO, and Build-A-Bear, as well as a surge in interest for tactile ‘squishy’ toys.