Adult Toy Buying 🧸

U.S. adults made more toy-related purchases for themselves, surpassing the three-to-five-year-old demographic.
June 27, 2024
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adult with lego set

We all have that one friend that we still make fun of for “collecting” toys.

But it turns out it’s more common than you think. The adult toy market is surging, per Circana:

  • In 2023, 43% of U.S. adults made a toy-related purchase for themselves
  • Adults spent $1.5 billion on toys for themselves in Q1 2024
  • Adults spending on toys surpassed the three-to-five-year-old demographic, making them the most important age category for the toy industry

Squishmallows, popular across age groups, ranked as the best-selling toy for the period partly because adults are driving sales.

Toy companies are adapting to meet the needs of their new primary customers. LEGO launched an adult product line under its website’s “Adults Welcome” category. Hasbro started a team called Ageless Innovation to create products for older generations.

For many, toys are now a part of ‘adulting.’

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