In a shift reshaping the toy industry, adults without children have emerged as the leading consumers in the toy market during the first half of 2026, surpassing parents with children, according to recent data from Circana. This trend reflects a growing enthusiasm among adult collectors and a broader cultural embrace of toys as valuable and "cool" items beyond childhood.
Brands such as Pokémon, Barbie, LEGO, and Marvel superheroes continue to generate billions in sales, appealing both to traditional family buyers and increasingly to adults purchasing for themselves. Industry insiders note that collectors now represent a dominant segment of toy purchasers, influencing product development and marketing strategies. Jeremy Padawer, president of toy company Jazwares, which manages popular lines including Pokémon and Squishmallows, highlighted that adult collectors will remain a significant market force going forward.
The appeal to adults is in part due to an evolution in toy design and licensing. Toys are now often crafted to bridge nostalgic connections to childhood favorites while providing collectible value and entertainment for grown-ups. For example, Squishmallows, initially targeted at young girls, gained popularity among the 16-and-older demographic after testing well, leading Jazwares to market them broadly to young women. This line has since sold more than half a billion units, making it one of the top-selling toys in 2024.
The cultural perception of toys has shifted as well. Padawer explains that starting in the 1970s, licensing of toy products to popular franchises like superheroes and Star Wars created an enduring adult fan base. These consumers, who grew up with these brands, continue to engage with them either alongside their children or independently. The COVID-19 pandemic further amplified this trend; many adults began displaying collectibles such as Pokémon or Star Wars items during virtual meetings, signaling a renewed enthusiasm for toys as a form of personal expression.
Adult-focused games and puzzles have become the highest-grossing category, with titles such as Dungeons & Dragons and Magic: The Gathering generating substantial revenue. Hasbro reported that Magic: The Gathering alone produced $1.72 billion in sales last year. Meanwhile, the Pokémon trading card market remains extremely popular among collectors of all ages, sometimes leading to competitive buying behavior.
The stigma once associated with adult toy collecting has diminished markedly. Padawer noted that decades ago, adult collectors were often viewed as socially awkward, but today collecting is widely accepted and even fashionable. He personally invests a significant portion of his net worth in collectibles, although he experienced a notable loss in 2023 when a $4.5 million Pokémon card collection was destroyed in the Palisades Fire.
This growing adult market has influenced retail strategies, with toy retailers like Toys “R” Us announcing plans to open 120 new brick-and-mortar stores by the upcoming holiday season, aiming to capitalize on the expanded consumer base. The industry's embrace of adult collectors underscores a transformation in how toys are perceived and consumed in the 21st century.