The data: The global toy industry grew 8% YoY last year to $123 billion, per Circana. The fastest growth came from consumers ages 15 and older, who now account for nearly 20% of toy sales and whose spending has more than doubled since 2020.

Why this matters: Older buyers are reshaping a category long built around young children.

Children under 10 still account for more than 65% of global toy sales, but their share is slipping as teens and adults take on a larger role. In developed markets, those older consumers now drive most incremental growth, fueled by collectibles, nostalgia, and hobby-based play.

Zooming in: The toy industry’s growth is broad-based geographically.

• Every region posted gains last year, with Asia overtaking Europe as the second-largest toy market. North America remains the largest, accounting for 41% of sales, per Circana.
• In the US, demand is concentrating in premium and collectible products as dollar sales rose 6% last year and average selling prices also climbed 6%, per Circana.

US growth clustered in a few fandom-driven categories that together accounted for 92% of the gains:

• Games and puzzles jumped 37%, led by Pokémon.
• Exploratory and other toys climbed 20% on strong NFL trading card demand.
• Building sets rose 15%, helped by licensed properties such as Formula 1.

Implications for toy brands: The rise of kidults is giving manufacturers a more resilient demand base. Adults tend to buy throughout the year rather than clustering around holidays, and they spend more per item on premium and collectible lines. That steadier, higher-value spending is especially important as consumers become more selective about discretionary purchases.

To capture that growth, manufacturers need to rethink both product design and marketing to better appeal to teens and adults. That’s becoming more urgent as US toy and hobby sales growth is expected to slow to 3.0% this year, down from 4.6% in 2025, per our forecast. Many are turning to IP to compete. Hasbro, for example, credited its Q4 2025 earnings beat to entertainment and licensing momentum and recently secured deals for Harry Potter, while Mattel is looking to the recently released “Masters of the Universe” film to drive demand.

That strategy carries risk. Overreliance on a single franchise can leave brands exposed if interest fades, which is why the companies outperforming peers tend to have diversified portfolios that resonate across a wide range of consumers.

Go further: Read our “Infopack: Toys 2026.”