Childless Adults Purchased Most Toys in 2026
Consumers without children drove over half of all toy sales during the first half of 2026.
Updated on Sept. 30, 2026 in Collecting
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Data from the first half of 2026 revealed that childless adults accounted for more than 50% of all toy purchases in the United States. This trend highlights the growing influence of adult collectors on the toy industry.
Why it matters
Adults are increasingly prioritizing toys that evoke childhood nostalgia, prompting retailers and manufacturers to shift their marketing strategies toward collectibility.
Child-free consumers bought more than half of all toys sold in the first half of 2026. Major brands like Pokémon, Barbie, LEGO, and Marvel lead this market, with Hasbro reporting $1.72 billion in game and puzzle revenue last year.
The players
Toys R Us
This American retailer of toys and juvenile-products is currently executing a physical expansion strategy.
Hasbro
This multinational toy and entertainment company produces major brands including Transformers, My Little Pony, and various board games.
Jazwares
This global toy company is the manufacturer behind the popular Squishmallows plush line.
The details
Toymakers and retailers have adapted by marketing products specifically for adult collectibility and fun, building on a model for licensed figures that began in the 1970s. This shift is further reflected in the popularity of brands like Squishmallows, which saw more than half a billion units sold.
Timeline
1970s: The industry began prioritizing licensed figure sales.
2024: Squishmallows held the title of the best-selling toy.
H1 2026: Childless adults purchased over 50% of all toys.
Holiday season 2026: Toys R Us expects to open 120 new store locations.
Culture Shift
The growing dominance of adult buyers represents a significant evolution of the kidult consumer market segment. This trend indicates that legacy toy brands are no longer dependent solely on children to maintain their market share.
Shoppers may notice more products marketed toward adult aesthetics and collectors on store shelves. The planned expansion of 120 Toys R Us locations aims to provide more physical access to these items for adult fans by the upcoming holiday season.
The takeaway
Adult collectors should research the long-term value of their purchases as companies increasingly target the adult demographic. Keeping an eye on brand legacy can help buyers identify items that might retain value within the adult collecting community.
Further reading
Explore more about how trends are evolving in the Collecting section.
Source note: This article includes information reported by New York Post.
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