Posted by Toys aren’t just for kids anymore. Adults are leading the resurgence in toy sales and infusing new life into an industry that’s struggled in recent years.
Hobbies, building projects like LEGOs, trading cards, and more are thriving at the cash register thanks to adult consumers. Activities that spark social or individual “play” like board games and puzzles are also experiencing renewed sales boosted by adult customers.
While some of this resurgence was sparked during COVID, the trend in rediscovering play as an adult is on the rise. According to recent data by Circana, adults are increasingly buying toys for themselves, as older consumers are fueling the market. Last year, customers 18 or older represented nearly one fifth of all toy sales, equating to $9.1 billion in sales and a 20 percent increase year over year.
According to Ali Mierzejewski, the editor-in-chief of The Toy Insider, older kids, young adults, Millennials and Gen X are buying up boardgames, toys and nostalgia. “We’ve seen a cultural shift in the way people view toys – that you’re never too old to reap the benefits play gives you.”
In fact, psychologists are recommending time spent in “play” as beneficial to one’s well-being. Studies have shown that adults who engage in playful activities on a regular basis present lower stress levels, improved problem solving skills, enhanced creativity, and stronger relationships.
Bottom line? Get out there and play. Toys are cool for adults, too.
And that’s good business for the toy industry. For one, adults are willing to spend more on their toys. Scooter manufacturer, Razor, plans to unveil an adult version of a go-kart toy that has reportedly sold over a million units already. Hasbro is expected to release a new line of “kidult products.”
Games and puzzles, building sets, and trading cards experienced double digit sales growth last year. According to Circana, those three “super categories,” combined with toys associated with pop culture, equated to a whopping 92 percent of all toy industry growth last year alone.
Not only did adults buy more toys and games in 2025, they spent more on them. According to data by Circana, US dollar sales in these categories exceeded $45 billion. Sales of plush toys like Squishmallows have posted triple digit growth so far this year.
Women are a significant part of the sales growth, too. Adult females account for more than half of the toy industry’s gains this year. Retailers like Nordstrom’s are taking notice. Nordstrom recently announced a major collaboration with famed toy manufacturer FAO Schwarz, to capitalize on the trend. Nordstrom is bringing FAO classics like toy soldiers, dance-on pianos, clock towers, and plush animals to eight major Nordstrom’s across the country, including locations in Washington, California, Dallas, New Jersey, and Chicago.
The message is clear. Adults are allowed to play. Toys are not only on trend but also good for you. And the industry has found a new marketing niche. So go ahead and unleash that inner child.
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