“Kidult” Demand Boosting Toy Sales Worldwide

Toys are no longer just child’s play, a recent report from data-analytics firm Circana LLC shows. Toy sales during the first half of this year rose in all 12 global markets the firm tracks, a relatively rare occurrence that Circana’s global toys industry advisor Frédérique Tutt says was driven primarily by a surge in teens and adults buying building sets, trading cards, games, plush toys and collectibles. (Such buyers are called “Kidults.”)

“I have been following the toy market for many years and cannot recall the last time all countries Circana tracks were growing at the same time,” said Tutt. “The surge in sales can largely be attributed to consumers aged over 12-years-old, who have shown unprecedented growth and are consistently outperforming traditional kids’ trends.”

Specifically, across the so-call G12 that Circana tracks, dollar sales increased by 7% from January through June 2025, to $27.5 billion, versus the same period in 2024, and the units sold grew by 4%, and average selling price (ASP) rose by 3%. (Countries covered by the Circana report are Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom and the United States.)

Collectibles have become a driving force for the toy market, with first half sales up 35% globally, as toy manufacturers innovate in this space and leverage social media to promote their brands. Entertainment licenses are also playing a key role in the toy market’s growth. Licensed toy sales grew by 17% globally and now account for 35% of all global toy sales. Pokémon remains the top property for the fourth consecutive year, with sales doubling compared to last year. Other leading properties include the NFL, Marvel, Hot Wheels, and Star Wars, showcasing the wide variety of licensed toys that are popular in the market.

“The toy market is in healthy shape, with solid demand for toys and games; however, as an industry we must remain vigilant of the uncertainties surrounding U.S. tariffs and their impact on pricing and supply chains,” said Tutt. “As the second half of the year accounts for over 60% of annual toy sales, the industry has reason to be optimistic about continued growth, but must also remain cautious and strategic as the holiday season draws near.”

Click here for more from the Circana report.