Adult Collectors Drive Surge in Toy Sales, Outpacing Parents
Childless consumers are now the primary demographic for toy purchases, with brands like Pokémon and LEGO appealing to adult nostalgia and collectibility.
Childless adults are now the leading demographic for toy purchases, buying more than half of all toys sold in the first half of 2026, according to data from Circana. This trend indicates a significant shift in the toy market, where adult collectors are increasingly driving sales.
Top-selling brands such as Pokémon, Barbie, LEGO, and Marvel superheroes are generating billions, with a substantial portion of these sales coming from consumers without children. Jeremy Padawer, president of toymaker Jazwares, noted that the adult collector has become dominant in the market. "That's going to be a thread that we follow further in the future," Padawer stated.
Padawer, who has focused on creating toys that appeal to adults, highlighted the success of brands like Squishmallows. Originally intended for young girls, Squishmallows tested well with the 16+ demographic and were subsequently marketed to young women. The brand has sold over half a billion units and was the best-selling toy in 2024, according to Circana.
The increasing value and evolving design of toys contribute to their appeal among adults. Padawer explained that the introduction of licensing in the 1970s, bringing popular culture figures like superheroes and Star Wars characters to toys, laid the groundwork for today's market. Many adults who grew up with these franchises continue to cherish them.
Furthermore, the rise of adult-oriented games and collectibles fuels this trend. Categories like "Games and puzzles," which include titles such as Dungeons & Dragons and Magic the Gathering, generated $1.72 billion last year. Pokémon cards remain highly popular among both children and adults, leading to notable incidents of public commotion and even theft.
Padawer observed a cultural shift where adult toy collecting, once considered niche or unusual, is now widely accepted and even considered “cool.” He personally invests a significant portion of his net worth in collectibles and experienced a substantial loss when his $4.5 million Pokémon card collection was destroyed in the Palisades Fire.
This adult fascination with toys has also influenced the retail landscape. The struggling retailer Toys R Us is set to open 120 new stores by the holiday season, a move Padawer believes will succeed as long as adults continue to engage with toys that resonate with their childhoods and broader cultural interests.
