The toy industry is undergoing a major cultural shift: toys are no longer products people are expected to “grow out of.” Adults are increasingly becoming some of the industry’s most valuable consumers, buying LEGO sets, trading cards, action figures, plush toys, model cars, dolls and collectibles for themselves. This growing segment is often called “kidults”, teens and adults who purchase toys for themselves or other adults. In 2025, global toy sales across 12 major markets grew 7%, while collectible sales increased 32%. Nearly 40% of European consumers reported buying toys for themselves or another adult, demonstrating that toys are increasingly becoming an adult lifestyle category.

The strategy works because toys now sell more than entertainment; they sell nostalgia, identity, fandom and emotional experiences. Many adults grew up with franchises such as Pokémon, Barbie, Marvel, Star Wars and LEGO, creating emotional connections that brands can monetize decades later. A LEGO set can represent creativity and relaxation, while a Pokémon card collection can reconnect someone with childhood memories. Social media has further normalized this behaviour through unboxing videos, collection tours and product reveals. Instead of making adults feel childish for buying toys, brands increasingly present collecting as a legitimate hobby, form of self-expression and even a community.

This shift has fundamentally expanded the industry’s traditional business model. Historically, toys had two different audiences: children were the users, while parents were the buyers. Today, adults can be both the buyer and the user, giving brands access to a much broader consumer base. Licensing has become particularly important, allowing toy companies to convert successful entertainment properties, celebrities, sports and gaming franchises into merchandise. In 2025, licensed products accounted for 37% of global toy sales, according to Circana. The model is therefore increasingly built around long-term fandom rather than one-time purchases: a consumer can move from buying a childhood toy to purchasing premium collectibles, limited editions and sophisticated adult-oriented products.

Collectibles have made this model even more commercially powerful because they encourage repeat consumption. Trading cards, blind boxes, limited-edition figures and collectible series introduce scarcity, surprise and the desire to complete a collection. Consumers are therefore not simply buying a product; they are participating in an ongoing experience. Brands can release new characters, collaborations, editions and franchises continuously, keeping consumers engaged for years. The resale and collector culture surrounding certain products also adds another layer of perceived value. Meanwhile, social media turns the entire process into content, allowing consumers to showcase collections and effectively become unpaid promoters for the products they purchase.

The future of the toy industry is consequently moving towards age-inclusive products and lifestyle experiences rather than a strict “children’s toy” category. The Toy Association estimates that kidults already account for roughly one-quarter of U.S. toy sales. The audience is also becoming more diverse: it includes nostalgic millennials, collectors, gamers, parents, sports fans, hobbyists and adults simply looking for relaxation away from screens. In India, interest in products such as Hot Wheels, LEGO, Funko Pop figures, model cars and superhero collectibles reflects the same cultural movement. Toy companies increasingly have an opportunity to position their products alongside entertainment, fashion, design and lifestyle brands.

Ultimately, the industry’s biggest strategic insight is that people do not necessarily stop wanting toys when they become adults; they simply gain the financial freedom to buy them themselves. The future customer is therefore not defined only by age but by fandom, identity, disposable income and emotional connection. Toy culture is becoming less about children’s play and more about communities, collecting, nostalgia and personal expression. For brands, this creates a powerful opportunity: instead of selling a toy for a few years of childhood, they can build a relationship with a consumer that potentially lasts for decades.