The U.S. toy industry is showing growth after two years of decline, thanks to kidults. It’s no secret that young adults have been fueling the “Kidult” trend for a while. Now, they’re the group driving the toy industry boom after two consecutive years of profit decline. From January to April 2025, toy sales hit $7B—up 6% from the same period last year—making it the fastest growing industry according to Circana. Adults that are into collectibles, like Pokémon trading cards or limited-edition LEGO sets, are behind much of the surge. In fact, nearly 1 in 5 adults have bought Pokémon cards for themselves in the past six months alone—not only to play, but to collect or flip rare cards for profit, too. Adults are now the highest-spending age group in the toy market, accounting for over $1.8B in sales during Q1 alone, with spending up 12% from last year. (Kidscreen)
👀 Read more from YPulse: Here Are Kidults’ Top 10 Favorite Toy Brands
