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North AmericaWestern Europe
Toys and Play Report
From Jellycat pop-ups to adults lining up for theme parks and limited-edition toy drops, “kidulting” has firmly entered the mainstream. YPulse told you just how big the kidulting trend among Gen Z and Millennial adults was in 2024, and it’s only grown since then. For these gens, play isn’t something to age out of—it’s something to hold onto. In an era marked by economic uncertainty, social media overload, and rising stress levels, young consumers are intentionally carving out space for nostalgia, creativity, and comfort with toys and games.
In YPulse’s 2026 Toys and Play Report, we explore how 13-39-year-olds are redefining what it means to grow up—from buying toys for themselves and collecting childhood favorites to seeking immersive, IRL experiences that let them feel like kids again.
Download the full report for further insights
- How Gen Z and Millennials feel about adulthood and growing up
- How many buy toys for themselves and what kinds
- The kidult experiences they’re interested in doing
Report length: 20 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded December 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in December 2025
Additional survey content for Pro users:
The full list of open-end responses on what their favorite toy brands are, and what they were growing up, how many sleep with stuffed toys, and have had a slumber party as an adult, and more.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, and Parent.