Kidulting Toys Market - Global Forecast 2026-2032

The Kidulting Toys Market size was estimated at USD 6.34 billion in 2025 and expected to reach USD 6.89 billion in 2026, at a CAGR of 9.84% to reach USD 12.24 billion by 2032.

The phenomenon of adults purchasing toys for themselves, known as kidulting, has emerged as a cornerstone of the global toy industry, catalyzing a shift in how brands define their target audiences and develop product lines that appeal to nostalgia and emotional well-being

In the United States and beyond, adult consumers over the age of 18 have come to represent a significant share of toy purchases, with data from Circana indicating that grown-ups generated $1.8 billion in toy spending in the first quarter of 2024 alone

This trend has been fueled by a combination of stress relief, escapism, and creative expression. During and after the COVID-19 pandemic, adult consumers turned to building sets, plush collectibles, and intricate puzzles as a way to manage anxiety and recapture childhood joy

Moreover, social media platforms such as TikTok and Instagram have provided dedicated communities where enthusiasts share unboxing videos, display scaled-up collections, and trade limited-edition releases, further amplifying the kidulting movement across generations

The landscape of the toy industry is being reshaped by phygital innovation, where traditional toys merge with augmented reality and virtual reality to deliver immersive experiences. Companies like LEGO have pioneered this approach through product lines integrating mobile apps that overlay digital narratives on physical sets, inviting both children and adults to engage in hybrid play

At the same time, artificial intelligence and robotics are enhancing interactivity, with smart toys capable of voice recognition, adaptive learning pathways, and lifelike engagement. These developments not only elevate the play experience but also open up new opportunities for personalized content and subscription-based models

Beyond product innovation, manufacturers and retailers are embracing direct-to-consumer channels and subscription clubs that cultivate ongoing relationships with adult collectors. This strategic shift toward experiential commerce enables brands to gather first-party data, deliver limited-edition runs, and drive recurring revenue streams through collectible series and member-only drops

In 2025, the United States implemented tariff rates on toy imports from China that escalated to as high as 145%, following a series of reciprocal measures under the current administration. This dramatic increase has disrupted traditional sourcing strategies and reshaped cost structures across the industry

Approximately 77% of toys sold in the U.S. are imported from China, prompting U.S. toy associations and manufacturers to renegotiate supply agreements, delay orders, and assess alternative production sites in Southeast Asia and Mexico to mitigate tariff impacts

To preserve consumer access to affordable products, leading firms have started simplifying designs, removing non-essential features such as batteries, and opting for minimalistic packaging. These steps aim to absorb as much of the tariff burden as possible without passing full costs onto end users

Major toymakers like Mattel and Hasbro are accelerating supply chain diversification, reducing their reliance on Chinese facilities. Mattel has pledged to limit U.S. imports from China to below 10% by 2027, while Hasbro forecasts tariff-related costs of $100 million to $300 million in 2025, contingent on tariff scenarios, and is reallocating production to Turkey, India, and domestic plants for specific product lines

Small and medium-sized enterprises have been particularly affected, with surveys indicating that upwards of 80% have delayed or canceled orders due to prohibitive tariff levels, raising concerns about product availability and long-term viability for many niche operators

An in-depth segmentation analysis reveals that the kidulting toy market encompasses diverse product types from action figures and board games to electronic toys and puzzles, with collectibles further distinguished between licensed and unlicensed offerings. Premium collectible lines, in particular, have gained traction as aficionados seek unique, branded memorabilia in limited runs.

Distribution channels play a crucial role in shaping consumer reach and experience. Department stores and toy chains remain staples for impulse purchases, whereas online retail-spanning brand websites, e-commerce platforms, and third-party marketplaces-offers convenience and access to exclusive adult-oriented releases. Specialty stores such as hobby shops and dedicated toy chains provide curated environments where collectors can engage directly with expert staff and fellow enthusiasts.

Price range segmentation from budget to mid-range and premium reflects the broad spectrum of purchase motivations, from casual nostalgia buys to high-end collector pieces. Material preferences-metal, plastic, resin, and wood-further underscore how texture and quality influence perceived value and display appeal among adult collectors.

Demographics span age brackets from 18 to 24 through 45-plus, with buying patterns shaped by lifestyle and disposable income. Gender segmentation indicates that unisex designs are most prevalent, although niche products targeted specifically at female or male enthusiasts continue to capture dedicated followings.

Thematic segmentation across anime & manga, comics & superheroes, pop culture, and video games speaks directly to fandom communities, with licensed IP driving robust engagement. Lastly, occasion-based insights highlight collecting as a primary driver, alongside gifting, home decor applications, and personal leisure activities, each contributing to distinct purchase behaviors.

In the Americas, adult consumers have solidified their position as key contributors to toy spending, with U.S. buyers generating $1.8 billion in Q1 2024. This region benefits from highly developed e-commerce infrastructure, strong brand loyalty to established franchises, and rapid adoption of direct-to-consumer models that support adult collector communities 

Within Europe, the Middle East & Africa, the kidult segment accounts for roughly 28.5% of total toy sales. European markets show a particular appetite for premium collectibles and retro-themed lines, driven by high disposable incomes in Western Europe and an emerging enthusiast base in the Middle East seeking international IPs

In the Asia-Pacific region, local and regional players such as Pop Mart have experienced exponential growth, with their share of dolls and accessories climbing from 48% to 70% year-on-year. This success is underpinned by a culture of design-driven retail experiences and aggressive expansion of brick-and-mortar outlets that complement robust online communities 

LEGO has strategically expanded its adult offering under the “Adults Welcome” initiative, boasting over 100 complex sets designed for mature builders. This focus has driven a four-fold increase in adult sales since the program’s launch in 2021, illustrating the brand’s ability to marry nostalgia with building complexity to captivate grown-up fans

Hasbro, while facing significant tariff exposure on its toy segment, has leveraged its robust games and licensing divisions to offset headwinds. The company’s digital gaming assets, especially within Wizards of the Coast, remain largely insulated due to domestic production, contributing to consistent revenue streams amid supply chain diversification efforts

Mattel has responded to affordability concerns with a pledge to maintain 40% to 50% of its U.S. product offerings under $20 for the 2025 holiday season. Concurrently, it is driving production shifts away from China to mitigate future trade-related cost pressures and sustain competitive pricing 

Funko continues to dominate the collectibles landscape through strategic franchise partnerships and limited-edition drops. By employing a direct-to-consumer subscription program and timed convention releases, the company has fostered an engaged fan base that drives repeat purchases and heightens brand visibility

To capitalize on the burgeoning adult toy market, industry leaders should intensify investment in phygital innovation, fostering immersive play experiences that seamlessly blend AR, VR, and AI-driven features into collectible lines While many brands are already exploring this space, allocating dedicated R&D resources and forging technology partnerships will be essential for differentiation

Supply chain resilience should be bolstered through diversified manufacturing footprints that extend beyond China. Establishing production hubs in Southeast Asia, Eastern Europe, and North America can mitigate tariff risks and support agility in responding to shifting trade policies and logistical disruptions

Brands must also refine segmentation-driven marketing by delivering personalized communications across age, theme, and occasion segments. Deploying data analytics to monitor collector behaviors and preferences will enable precision targeting and the development of subscription-based models that drive customer lifetime value without eroding brand cachet

This report’s findings are based on a mixed-methods approach combining primary research and secondary data collection. Primary inputs include in-depth interviews with senior executives from leading toy manufacturers, specialty retailers, and licensing agents conducted between March and May 2025 across North America, Europe, and Asia-Pacific.

Quantitative surveys were fielded among 500 adult consumers aged 18 and above to gauge purchase motivations, channel preferences, and willingness to pay, with responses collected via online panels in Q1 2025. In addition, proprietary shipment and customs data from trade associations were analyzed to assess tariff impacts and sourcing shifts.

Secondary research encompassed review of industry publications, investor presentations, patent filings, and the proceedings of major trade events such as the Nuremberg Toy Fair and New York Toy Fair. Supplementary desk research included evaluation of macroeconomic indicators, digital commerce trends, and technology adoption metrics to contextualize market dynamics.

The rise of adult-driven toy purchases has fundamentally altered the competitive landscape, with kidulting now a pivotal growth lever for the global toy industry. Shifts toward phygital play, supply chain realignment, and segmentation personalization underscore the sophistication of this emerging market.

Amid elevated trade tensions and tariff pressures, industry players that proactively diversify production, embrace digital innovation, and engage collectors through targeted experiences will secure lasting differentiation. By synthesizing primary consumer insights with corporate strategies, stakeholders can anticipate evolving demand patterns and optimize product roadmaps.

Ultimately, the success of the kidulting segment will hinge on brands’ capacity to balance nostalgia-driven appeal with modern value propositions, ensuring that both emotional connection and practical affordability coalesce to fuel sustained industry momentum.

To gain comprehensive insights into the transformative forces shaping the kidulting toys segment and to leverage data-driven strategies that will position your organization at the forefront of this rapidly evolving market, reach out to Ketan Rohom, Associate Director, Sales & Marketing at 360iResearch. Ketan can guide you through the full market research report, providing tailored recommendations and detailed analysis on emerging opportunities, supply chain resilience, segmentation deep dives, and competitive benchmarking. Unlock the full potential of your kidulting toy portfolio by contacting Ketan Rohom today to explore customized licensing options, pricing strategies, and innovative go-to-market approaches that will drive sustained growth and differentiation in 2025 and beyond.