In 2024, the Biggest Buyers of Toys are Actually Adults

Feb 28, 2024

Did you know that adults are key players in the toy market?

‘Kidults’ are adults who enjoy buying toys. These aren’t just any toys, but often higher-priced items that fall into two categories.

Two Reasons Behind Adults Love Toys

  1. Nostalgia and Personalization: Adults are drawn to toys that remind them of their childhood. This sense of nostalgia is a powerful factor, as it reconnects them with happy memories. Additionally, the trend towards personalized toys has further encouraged adult interest.
  2. Stress Relief and Self-Care: The pandemic has heightened the need for stress relief and self-care. Toys, which traditionally symbolize play and relaxation, have become a form of self-care for adults, offering a reprieve from daily stressors.

‘Kidults’ Hold Serious Buying Power

Adults represent a substantial portion of the toy market. They accounted for 14% of U.S. toy industry sales, amounting to $5.7 billion over 12 months. ‘Kidults’ contributed significantly to the growth in the toy market, buying 24% of all toys from June 2021 to June 2022. This accounts for about two-thirds of the market’s growth​​. Adults spend approximately $9 billion annually on toys. This includes a range of products, from board games and action figures to collectibles from popular franchises like Star Wars and Marvel​​.

Types of Toys Popular Among Adults

Adults tend to gravitate towards toys that have a nostalgic appeal or are collectible in nature. This includes:

    • Classic board games
    • Action figures and figurines from popular media franchises
    • LEGO sets
    • Collectible items related to personal interests or hobbies

Retailer Tips: The Fun Way to Stock for ‘Kidults’

  1. “Diverse Inventory? More like Toy Treasury!”: Hey retailers, think of your store as a treasure trove of nostalgia! Stock up on those shiny, high-quality collectibles that make grown-ups go, “Oh, I remember this!” You’re not just selling toys; you’re reviving childhood dreams with a side of modern sophistication.
  1. “Sell the Smile, Not Just the Toy”: When marketing these gems, remember you’re not just selling a product; you’re selling a ticket back to the good old days. Highlight the joy, the nostalgia, and the oh-so-sweet escape from adulting that these toys provide.
  1. “Create a Playdate for Grown-Ups”: If you’ve got a store, why not host events that are essentially playdates for adults? It’s all about building a community where it’s cool to be a toy-loving adult. Plus, it’s a great way for customers to connect and for you to, well, sell more toys!

Remember, the gift and toy market isn’t just about selling playthings; it’s about selling memories, joy, and a break from being a grown-up. So, have fun with it, and watch the ‘kidults’ flock to your store!

About ASD

At ASD Market Week, you’ll discover higher margins, a wider selection of on-trend products, and the newest merchandise while meeting over 1,800 vendors. ASD Market Week is truly the wholesale buying event that can’t be missed.
Learn More