Toy sales in the U.S. reached $28.3 billion in 2024, with significant contributions from adult buyers. Adults, particularly those advocating for the 'kidult' trend, are the fastest-growing demographic in the toy market, with a 12% increase in sales. Popular categories include plush toys, building sets, and dolls. The rise of TikTok has fostered a community around toy collecting, with many showcasing their collections online. Collecting toys is a trend that spans generations, with both Gen Z and Millennials finding enjoyment in nostalgic items and new collectibles, serving both as fashion statements and coping mechanisms.
"In the U.S, toy sales generated $28.3 billion in 2024, and adults buying them had a lot to do with that number."
"According to Circana, adults are leading the market in the toy world, with toy sales for adults growing by 12%."
"There are TikTok accounts dedicated to people's collection of toys, racking up thousands of views and likes, creating a sense of a community."
"Playing with toys is a sensory, calming aspect, according to Jennifer Lynch, spokesperson for The Toy Association."
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