Adults are flocking to the toy aisle even more than preschoolers

Adults Buying More Toys for Themselves, Surpassing Preschooler Market #

Adults have become the primary buyers of toys, surpassing the historically dominant preschooler market. In the first quarter of this year, consumers aged 18 and older spent $1.5 billion on toy-related purchases, making them the most important age group in the toy industry. Around 43% of adults bought toys for themselves in the past year, driven by personal fun, socialization, and collecting. Trading cards, Squishmallows, Lego sets, and sports toys were the most sought-after products. The trend of adults buying toys has helped counter the decline in overall toy sales, which decreased by 1% compared to last year.