Toys Aren’t Just for Kids Anymore
Remember the days when walking into a toy store as a kid felt like stepping into a dream world? Well, plot twist: adults are now the ones storming the aisles, and they’re doing it with zero shame and a whole lot of cash. From Squishmallows to action figures and decked-out Lego sets, grown-ups are buying toys not just for gifting—but for themselves. And it’s not just a cute trend. It’s a booming, billion-dollar business.
The Rise of the ‘Kidult‘—What Even Is That?
If you’ve never heard of the term “kidult,” get ready to see it everywhere. A kidult is exactly what it sounds like: an adult who unapologetically enjoys toys, games, and all things playful. Whether it’s collecting, building, or just basking in nostalgia, these grown-up kids are fueling a huge chunk of the toy industry right now.
And here’s the kicker: for the first time ever, adults have officially become the biggest spenders on toys. Yes, bigger than the preschool market. Let that sink in.
Why Adults Are Obsessed With Toys Again
- A Nostalgia Trip Worth Every Penny Let’s be real—growing up kind of sucks sometimes. Mortgage, deadlines, grocery shopping… bleh. So when adults see a Hot Wheels set or a Barbie Dreamhouse they once begged their parents for, it tugs at their childhood heartstrings. That wave of nostalgia? Instant dopamine hit.
- Stress Relief in a Box Post-pandemic burnout is real, and self-care isn’t just about bubble baths anymore. Playing with toys offers a surprisingly effective way to unwind. Building a Lego castle after a stressful Zoom meeting? Therapeutic. Organizing your Pokémon cards? Pure zen.
- Collecting is the New Therapy Many adult buyers are in it for the thrill of collecting. And they’re not just grabbing stuff at random. These collections are curated, often displayed proudly, and treated like art. Some people hang fine art. Others display 50 Squishmallows. Same vibe, honestly.
What Toys Are Adults Buying?
The list is long, but here are the MVPs:
- Classic board games like Monopoly, Risk, and Clue (game night is no longer just for kids!)
- Action figures from Marvel, DC, and Star Wars
- High-end Lego kits—think Eiffel Tower, Millennium Falcon, and botanical collections
- Trading cards (Pokémon, Magic: The Gathering, sports cards)
- Pop culture collectibles (Funko Pops, anime figurines, movie replicas)
Retailers Are Loving This Grown-Up Toy Rush
Stores aren’t just sitting back and watching the trend grow—they’re actively leaning into it. Here’s how smart retailers are cashing in:
A Treasure Trove of Nostalgia Shops are revamping their toy sections to appeal to adult collectors. Think glass cases, limited editions, and retro-inspired packaging that screams, “Buy me. Remember me. Love me.”
Marketing the Joy, Not Just the Plastic Retailers are focusing their messaging around joy, mental health, and good vibes. It’s not about the toy itself. It’s about the memories, the relaxation, and that warm fuzzy feeling from simpler times.
Playdates for Adults? Yes, Please Some stores are going next-level by hosting events for adults. Game nights, trading card meetups, and build-your-own Lego workshops are becoming more common. It’s a vibe—and a sales booster.
By the Numbers: Kidults Are No Joke
Still not convinced this is big? Get this:
- Adults accounted for 14% of toy sales in the U.S., totaling $5.7 billion in just 12 months.
- Between June 2021 and June 2022, adults bought 24% of all toys
- In the first four months of this year alone, they spent $1.5 billion on toys—more than the preschooler demographic.
- About 43% of adults said they bought at least one toy for themselves in the past year.
That’s not just a trend. That’s a cultural shift.
What’s Driving the Surge?
Market experts say several factors are playing a role:
- More disposable income among millennials and Gen X
- The influence of pop culture and social media
- The rise of designer, collector, and nostalgia-driven products
- A growing acceptance of adults openly embracing their childhood passions
According to Juli Lennett, VP and toy industry advisor at Circana, the adult toy market is one of the few bright spots keeping the industry from slumping more than it already is. Even though overall toy sales dipped 1% compared to last year, they’re still up 38% from 2019—thanks in large part to kidults.
Toys Aren’t Just for Play Anymore
Turns out, toys have evolved too. We’re not just talking about basic action figures. Now we have:
- $130 Star Wars helmets that look like actual movie props
- X-Men action figures made specifically for adult fans
- Lego sets for ages 18+ designed for display, not play
Even traditional model kits have gotten a glow-up. Adults are spending hours building intricate designs, sometimes livestreaming the process or sharing it on TikTok. The joy of creation? It’s never gone out of style.
Social Media Has a Toy Obsession Too
Check your For You Page or Instagram feed and you’ll see it: unboxings, hauls, “toy shelfie” tours, and collection reveals. Toy influencers are a real thing now, and they’re raking in views from people who want to live vicariously through their impressive collections.
Why This Isn’t Just a Fad
This isn’t a passing phase like fidget spinners or slime. The kidult movement is sticking around. It has economic power, emotional appeal, and major pop culture backing. Adults today are more open than ever about embracing what they love, even if it means coloring outside the lines of what’s traditionally “grown-up.”
And honestly? That’s pretty awesome.
Let the Adults Play
We’re in an era where being an adult doesn’t mean you have to give up on fun. The toy aisle isn’t just for kids anymore—it’s a playground for anyone who needs a little magic in their day.
So the next time you see a grown-up geeking out over a Lego set or debating between two Marvel action figures, don’t judge. Hand them a shopping basket and say, “Go wild.”
Because sometimes, being a grown-up means giving yourself permission to play again.
