US toy industry sees growth driven by adult and teen consumers

The US toy industry experienced significant growth in the first half of 2026, driven largely by older demographics. According to Circana, sales of toys for adults over 18 increased by 25%, while purchases for the 12 to 17 age group rose by 33% year-over-year. Combined, teenagers and adults accounted for nearly 60% of the industry's dollar profits during this period.

Kristen McLean, Vice President of Client Insights at Circana, noted that toys are increasingly functioning as hobbies, fan ecosystems, and social experiences rather than traditional children's products. This shift is being heavily influenced by female consumers, who reportedly drove more than half of the industry's growth between January and April.

Major manufacturers have seen varying financial results from this trend. Hasbro reported a 16% year-over-year increase in second-quarter net revenue, reaching $1.1 billion. Mattel also reported a 10% increase in second-quarter net sales to $1.1 billion, though the company noted a net loss of $18 million compared to a $53 million profit in the same quarter the previous year.