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2 clusters · 7 sources · 20 days · First seen · Last updated

Growth of the adult toy collector market

Overview

The toy industry is undergoing a significant transformation driven by the ‘kidult economy,’ characterized by adults purchasing toys and collectibles for themselves. Data from Circana indicates that childless adults purchased more than half of all toys sold during the first half of 2026, overtaking parents as the primary consumer group.

This demographic shift has contributed to a 17% rise in toy sales during the first half of the year, despite broader trends of reduced discretionary spending. Market performance varies by company; Hasbro Inc. has seen growth through durable intellectual property, while Mattel Inc. experienced a 15% decline. Success appears linked to long-term franchises rather than hype-driven products.

Specific trends include the massive success of Squishmallows among the 16-and-up demographic and a surge in activity on live shopping platforms like Whatnot, where toy category orders increased by 140%. Looking toward 2027, analysts expect continued growth in nostalgia-driven brands such as LEGO, Bratz, and Build-A-Bear.

Entities

Whatnot · Build-A-Bear Workshop · Squishmallows · Circana · Toys R Us

Timeline

  1. [BUSINESS] 3 sources
    Kidult economy drives growth in toy and collectible markets

    The ‘kidult economy’ is driving a toy industry boom, with adults fueling growth through nostalgia, collectibles, and tactile toys, impacting major players like Hasbro and Mattel.

  2. [BUSINESS] 3 sources
    Adult collectors drive toy market growth as childless adults outspend parents

    Childless adults have become the leading demographic in the toy market, purchasing over 50% of all toys sold in the first half of 2026, according to Circana data.

Sources

marketbeat.com · nypost.com · offthepress.com · pulptastic.com · thetoyinsider.com · toybook.com · wwdjapan.com