Adults Drive $1.5 Billion in Toy Sales, Becoming the Toy Industry’s Top Demographic

Adults Fueling Toy Industry’s Growth

According to a recent study by Circana, adults in the G12 nations are the biggest contributors to the toy industry’s sales. It has been found that they’ve spent $1.5 billion on toys over the last quarter of 2024, surpassing the previous primary consumer group – toddlers aged 3 to 5.

Increasing Kidult Toy Sales

• The toy industry has witnessed a surge in sales to ‘kidults’- adult toy enthusiasts, despite overall toy sales experiencing a slump in recent years.
• Circana’s statistics show that kidults account for 28% of global toy sales, showing an increase of 2.5% since 2022.

Why Are Adults Buying Toys?

Kidults’ increasing interest in toys could be signalling their search for stress relief through simple joys, or a diminishing stigma attached to indulging in what are traditionally seen as children’s activities. As collectibles gain popularity, many kidults harbor the hope that their collections will accrue value over time. Here’s a look at some collectibles that are fetching high prices from adults:

Popular Collectible Toys Among Adults

Labubu: Labubu dolls have been a hit among toy collectors, generating a staggering $670 million in revenue for Pop Mart in just the first half of 2025.

Jellycat: Another popular toy brand among adults, particularly Gen Z, is Jellycat. The company doubled its annual profit in 2024, thanks to the high demand for its soft toys.

Hot Wheels: Hot Wheels has been a long-standing favourite amongst adults due to its authentic car representations. In 2024, the brand saw sales of around $1.6 billion, with its Collector series tripling in sales since 2017.

Lego: Many adults are finding solace in Lego building sets. With about 15% of its products specifically designed for adults, Lego’s 2024 revenue was $10.9 billion, a 13% increase from the previous year.

The Future of the Collectible Toy Industry

Contrary to beliefs that the toy industry is dying, forecasting company WGSN predicts that the global collectible-toy industry could be worth $35.3 billion by 2032, thanks to nostalgia-evoking children’s toys.