Wait — Adults Are Buying More Toys Than Ever?
Yep. And it’s not even a niche thing anymore.
If you’re scrolling TikTok, you’ve probably seen someone unbox a Lego Star Wars set or show off their shelf of Funko Pops. These aren’t just influencers. They’re real adults with jobs, rent, and a serious nostalgia habit. According to Circana data, adult consumers should be the fastest-growing demographic for toys in the year 2025. In the UK, kidults (consumers ages 12 and up) now consume £1 for every £3 spent on toys. Next in line are the US toy-buying adults, who spent $1.8 billion on toys just in the first quarter, making them the largest age group in terms of spending. Almost half of UK adults (43%) have purchased a toy this year for themselves or someone else, so no, it’s not a phase anymore – it’s a full-blown market change.
Why Is Everyone Collecting Again?
Stress? Nostalgia? Maybe a little bit of both.
In a year where screens are everywhere and burnout is real, building something with your hands or cuddling a plush just hits different. It’s comfort—and comfort sells. You’ve got adults dropping serious cash on detailed Lego sets, trading Pokémon cards like it’s 1999, and filling entire rooms with Squishmallows. Some of them even resell for more than designer sneakers. It’s not about toys in the traditional sense. It’s about collecting, calming down, and connecting to something that isn’t tied to productivity.
What’s Actually Selling?
Lego is leading the charge with kits made specifically for adults — like the Botanical collection, movie collabs, and mega builds with thousands of pieces. Pokémon cards are still everywhere, with new drops, tournaments, and an explosive resale market. Funko Pop vinyls are another hit, with nearly every pop culture franchise represented. Then there are Squishmallows — ultra-soft plushies that are easy to love and hard to find, especially the rare ones.
Retailers from the US to Europe to Asia are catching on. Stores are now creating dedicated sections online and in real life for adult buyers. Amazon, Walmart, Target, and others have started using terms like “collector”, “hobbyist”, and “display-worthy” in product descriptions. It’s subtle, but it works.
The Receipts (a.k.a. Real Numbers)
The boom is even stronger in the UK. The total UK toy market grew 8% in value in the first half of 2025, outperforming the 7% growth across the G12 global markets. This surge was primarily fuelled by the “kidult” favourites: Games & Puzzles (driven by Pokémon) jumped 34%, Building Sets (led by LEGO) were up 14%, and Action Figures saw a 19% rise. This confirms that highly collectable, licensed, and construction-based toys are the main growth engines for the UK.
Globally, the same trend holds. Building sets were up 12%, while collectables surged 35% across the G12. Games and puzzles — including trading cards — also jumped 36%. Adults aged 18+ drove much of this growth, especially in North America, where their toy purchases climbed 18% year-over-year.
Brands Are Lowkey Embracing It
Lego really crossed the land of grown-ups. The “Adults Welcome” campaign and packaging really just showed that these products were not for children. The Botanical collection and the related sets are the heart of this shift. Funko is doing limited drops that sell out really fast. Squishmallows entered leagues with influencers and content creators to give the brand a new market. Pokémon has been at the peak forever, keeping new sets, tournaments, and an extensive array of fans spanning generations. What these brands seemingly do well for is not only nostalgia but also community, collectability, and quality. People do not just buy; they are proud of it.
Online Communities = The Real Powerhouses
This online presence of energy is huge. TikTok, Reddit, and Discord serve as NANDs for creators to share their collections, trade pieces, and discuss items. They livestream Lego builds and post Squishmallow hauls and arguments about underrated Pop figures. Some of these creators pull in huge audiences. And they’re not being ironic about it. The enthusiasm is real.
Real Talk: It’s Not That Deep. Or Maybe It Is.
Maybe it’s just fun. Maybe it’s a way to chill. Maybe it’s about holding onto joy when everything else feels a bit out of control. Whatever the reason, more adults are showing up in toy aisles and making space on their shelves. If you’re eyeing a build kit or soft plush, just go for it. No one’s judging. You’re not alone.