Why adults are the American toy industry's new focus
If you’ve purchased a Lego set, a Jellycat plushie, a Hot Wheels car, or a Funko Pop lately, you may be part of the growing number of adults driving the toy industry.
Toy sales among adult-only households were higher than households with children — making up 55 percent of total toy sales in June. That’s according to data from market research group Circana. They also reported that toy sales rose 17 percent during the first six months of 2026, the strongest growth in six years.
A lot of that is being driven by trading cards, collectibles and other products aimed at an older crowd, including American Girl dolls. The industry calls them “kidults” — consumers driven by nostalgia and searching for ways to express themselves through toys.
How is the toy industry responding to this new wave of consumers?
