Adults Drive US Toy Market Growth in 2025: Collectibles and Nostalgia Lead the Way

The US toy market is experiencing robust growth in 2025, with adults emerging as the primary driver of expansion, according to data from Circana. Between January and April 2025, toy sales in the US rose by 6% in value and 3% in units compared to the same period in 2024. The adult segment (18+) saw the fastest growth, surging by 12% and reaching $1.8 billion in the first quarter—more than any other age group.

This boom is fueled by collectibles such as Pokémon and sports trading cards, construction sets, and action figures. Notably, 19% of adults surveyed in March cited Pokémon cards as a recent personal purchase, with most buying for collecting, displaying, or reselling rather than playing. Eight out of eleven toy super-categories tracked by Circana posted gains, especially games, puzzles, action figures, and creative toys.

Price trends reveal polarization: products priced between $20–$69.99 led growth, while items under $15 also performed well. Middle price ranges lagged, reflecting divided consumer attitudes—some seek value, others are willing to pay more for preferred items.

Key growth drivers include nostalgia, well-being, and the rise of “kidult” culture, where adults seek emotional experiences and personal expression through toys. Strategic implications for the industry include focusing on collectibles, premium construction sets, and strong IP launches, as well as enhancing retail experiences and leveraging data analytics for better segmentation.

The trend is mirrored internationally, with Brazil’s toy market also seeing a 6% increase and collectibles/kidults up 18% over the past year. For manufacturers and retailers, embracing adult consumers and transforming toys into emotional experiences is crucial for continued success in 2025.

Source: Revista Empresários