Adults Drive Toy Sales Up 17% in 2026

Adults ages 18 and up lifted toy industry sales by 25% in the first half of 2026, according to market research group Circana.

Updated on Nov. 8, 2026 in Spending

Live Poll

Do you plan to buy toys or collectibles for yourself this holiday season?

Toy industry sales rose 17% from January through June 2026, the strongest growth in six years, with adults ages 18 and up posting a 25% increase. Adult-only households accounted for 55% of toy sales, and teens and adults together generated almost 60% of the industry's gains.

Why it matters

The growth reflects adults continuing to buy toys for their own enjoyment despite tariffs and inflation, shifting the industry's customer base beyond children. Trading cards, collectibles and licensed adult-fandom products are among the top trending items.

Circana data show toy sales rose 17% over January through June 2026, with adult-only households making up 55% of purchases and action figures and accessories growing 10%. Harris Poll respondents reported that 65% spent $100 or more on playful products between June 2025 and June 2026, while 13% spent $500 or more.

The players

Circana

Circana is a market research group that tracks consumer retail sales across industries, including toys.

Pop Mart

Pop Mart is a Chinese toy company known for its blind box collectibles, including the Labubu line.

Dreams Inc.

Dreams Inc. is a Japanese company that distributes collectible figures and blind box products, including Sonny Angels.

The details

Growth was led by trading cards, collectibles and licensed products aimed at adult fandoms, with sports-related toys from MLB, NFL and NBA driving sales as enthusiasm for soccer rose during the 2026 FIFA World Cup. Blind boxes such as Smiskis, Sonny Angels and Labubus from Pop Mart and Dreams Inc. also gained popularity.

June 2020: COVID-19 pandemic began, the previous strongest comparison point for toy sales.
January through June 2026: Toy sales rose 17% and adult sales rose 25%.
June 2025 through June 2026: Harris Poll respondents reported spending on playful activities and products.

Market Dynamics

The 2026 toy sales increase is measured against the pandemic-era surge that began in June 2020, which had been the strongest comparison point until now. Growth driven by adult buyers suggests a lasting shift in who purchases toys, rather than a short-lived spike.

Toy makers and retailers that serve adult collectors may see sustained demand, which can affect earnings for companies in the sector. Shoppers buying for themselves may spend more on collectibles than in prior years, adding to discretionary household budgets.

The takeaway

Adults now account for a large share of toy purchases, so spending patterns in this category reflect more than gift-giving. Readers tracking discretionary budgets may find that collectibles and nostalgic products are a growing part of household spending.