With the upcoming holidays, the season of gift-giving, children may not be the only ones putting toys on their wish lists. Data shows the toy industry’s growth is being increasingly fueled by an unexpected demographic — adult consumers.
Adults ages 18 and up were the largest contributor to industry growth, increasing sales by 25% in the first half of this year, according to market research group Circana. And this isn’t only made up of parents buying gifts for their children — toy sales among adult-only households made up 55 % of sales, a higher amount than households with children.
This influx in growth of the toy industry marked its strongest numbers in six years, since the COVID-19 pandemic of 2020, with toy sales increasing by 17 % January through June. Teens and adults together generated almost 60% of the industry’s gains, according to Circana.
So what toys have encouraged adult consumers to become in touch with their inner child? Circana cites trading cards, collectibles and licensed products aimed at fandoms attracting older crowds as some of the most trending products. Sports-related products were also a big driver of sales as the 2026 FIFA World Cup increased enthusiasm for soccer, in addition to toys from the MLB, NFL and NBA seeing major sales.
Collectibles like Funko Pops have been popular with adults for years, but this year blind boxes like Smiskis, Sonny Angels and Labubus from Pop Mart and Dreams Inc. also saw increasing popularity. Action figures and accessories sales increased 10%, with gains across dollars and units, according to Circana.
Many such toys have become fashionable accessories for adults, often serving as bag charms. These toys have even become status symbols as users online compare the merits of owning faux alternatives like “lafufus” to actual lababus.
Sensory toys like squishies and fidget toys also saw an increase in popularity, with the viral fidget trading trend online seeing users of all ages participating.
“We’re seeing toys increasingly function as hobbies, fandom ecosystems, and social experiences rather than traditional children’s products,” said Kristen McLean, vice president of client insights for Circana’s Entertainment Knowledge Group in a statement. “That’s expanding the consumer base and creating new opportunities for manufacturers and retailers that understand how to engage collectors, enthusiasts, gifters, and self-purchasers.”
Despite challenges to discretionary spending like tariffs and inflation, adults have continued to purchase toys for their own enjoyment. In a Harris Poll survey, on the rise of “kidulting,” 65% said they spent $100 or more between June 2025 and June 2026, and 13% said they spent $500 or more on “playful activities” and products.
The survey found that 56% of Gen Z, said they would rather buy blind boxes, build models, or collect toys than talk to a therapist, and about the same amount would choose “kidulting” over going out for drinks or to a party, according to the Harris Poll.
This desire for childlike activities could be a product of nostalgia for a simpler time, or a rejection of social media usage. Sixty-four percent of all consumers and 78% of Gen Z are interested in nostalgic, screen-free gifts this year, according to PwC’s Holiday Outlook report.
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