Adult Consumers Now the Largest Toy-Buying Demographic

A recent market analysis shows that in Q1 2024, Americans ages 18+ generated the highest toy sales of any age group, surpassing 3- to 5-year-olds for the first time. Adults spent $1.8 billion on toys for themselves in Q1 2024, marking a significant shift in the toy industry's target demographic.

"Kidults" Driving Growth in the Toy Industry
While the overall toy industry saw a 1% decline in 2024, LEGO's consumer sales jumped an impressive 12%, driven primarily by adult fans. Mattel is responding to this trend by opening the first UNO Social Club for adults at the Palms Casino Resort in Las Vegas in July 2025.

Particularly noteworthy was the success of Mattel's $75 LeBron James doll for adults, which sold out instantly in April 2025. This development underscores the growing importance of "kidults" as a target audience for toy manufacturers.

The trend is expected to continue growing, with toy companies increasingly developing products specifically designed for adult collectors and enthusiasts. This shift represents a fundamental change in the toy industry's approach to product development, marketing, and retail strategies.

Source: U.S. Chamber of Commerce