[Image of Toys in the shop, Credit of Stockvault]

In March 2025, The Toy Association highlighted “kidult culture” as one of the top toy trends at the 119th Toy Fair in New York, citing a growing demand among adults for nostalgic, collectible, and personalized toys.

According to the association, an increasing number of adults are buying toys not just for fun, but to relieve stress, reconnect with their childhood, and bond with their own children through shared play experiences.

In the United States, adult toy sales rose by 8% in 2023, reaching $6.7 billion, which accounted for 17.3% of the total toy market,according to a market report by Technavio published via BusinessWire.

Toys such as premium Lego sets, Squishmallows, and licensed products from Barbie, Star Wars, and Marvel are especially popular with adult consumers.

For example, in 2020, Lego launched its 18+ “Icons” line for adults, which includes advanced building kits like the $850 Star Wars Millennium Falcon, designed for display and collection purposes.

Beyond collectibles, toys that promote stress relief and sensory engagement, such as fidget items and DIY kits, are gaining popularity among young adults and working professionals.

According to The Toy Association’s 2025 trend briefing, many adults purchase toys to help them focus, unwind, or simply have fun in a screen-free way.

Licensed toys made up 34% of the U.S. toy market in 2024, underscoring the influence of entertainment brands. 

Streaming platforms, social media, and influencer culture continue to shape product trends among  both children and adults.

Globally, the kidult segment is expanding rapidly.

Technavio projects the global toy market will grow from $120.5 billion in 2025 to $203.1 billion by 2034, supported by adult consumers seeking emotional value, premium quality, and social connection through play.

In Europe, countries like Germany and the UK report strong demand for STEM toys and retro-style board games among adults. 

Toy companies like Playmobil and Ravensburger are releasing adult-focused puzzles and collectibles.

In China, e-commerce platforms such as Alibaba and Tmall are helping toy brands reach wider adult audiences, particularly those drawn to anime, game-based figures, and educational tech toys.

However, the most striking case may be Japan.

According to the Japan Toy Association, the country’s toy market reached a record ¥1.01 trillion (about $6.8 billion) in 2023, despite having one of the world’s lowest birth rates.

The adult demographic is a major driver of this growth.

In 2023, trading cards, hobby kits, plush collectibles, and even educational toys saw double-digit growth in adult sales. 

Specialty toy retailers and pop-up shops are tailoring their inventory for adult fans.

Toys“R”Us Japan opened a new flagship store in Osaka where half of the floor space is dedicated to adult products.

While the U.S. leads in overall market size, Japan has the highest proportion of adult-targeted toy consumption worldwide.

The kidult phenomenon reflects a broader cultural shift: play is no longer seen as childish but rather as a form of wellness, identity, and creativity.

Toymakers are now designing with this in mind, producing toys that speak to memories, values, and lifestyles — across all ages.

In 2025, toys are no longer just for children.

They are for anyone who remembers the joy of play and wishes to welcome it back into their life.