American Adults Drive Growth in Global Toy Sales

In 2024, adults became the largest toy-buying demographic, surpassing children, including preschoolers. According to analytics firm Circana, adults accounted for 28% of global toy sales, marking a 2.5% increase since 2022. In the U.S. alone, they spent over $7 billion on toys in the year leading up to June 2024. Europe saw a decline in children’s toy sales by $217 million between 2019 and 2022, while adult toy purchases surged by $1.1 billion. Similar trends emerged in Mexico, Brazil, and South Africa, with China’s “kidult” market projected to grow by 9.3% annually through 2032.

Lego has embraced this shift, launching adult-focused products since 2020, including black-packaged 18+ sets. In 2024, 13% of Lego’s 563 new sets were designed for adults, with the Botanicals line among the most popular. Toy collector Bob Friedland, featured in the New York Post, exemplifies this trend, having moved into a house to accommodate his extensive Lego collection. Industry experts attribute the rise of adult toy buying to nostalgia, self-expression, and social connection, with trading cards, model kits, and miniatures also being top choices.

MarsLink News Source: The Post Millennial