Data from Circana shows that in the first half of 2026, childless adults spent more on toys than families with children, accounting for over half of all toy sales. Brands like Pokémon, Barbie, LEGO, and Marvel are leading the market, benefiting from both nostalgic appeal to adults and interest from younger consumers. Jeremy Padawer, president of Jazwares, attributes this trend to the increasing value and collectibility of toys, noting that adult interest in toys has shifted from being unusual to trendy, with categories like games and puzzles becoming particularly popular among grown-ups.
Written locally by qwen2.5:14b on 2026-09-30,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
Story summary
Childless adults are outspending parents when it comes to buying toys, according to data from Circana. In the first half of 2026, child-free consumers purchased more than half of all toys sold. Major brands like Pokémon, Barbie, LEGO, and Marvel have seen significant sales growth, but even more so among adults rather than families with children. Jeremy Padawer, president of toymaker Jazwares, attributes this trend to the intentional design and marketing of toys that appeal to both kids and adults. For instance, Squishmallows, initially aimed at young girls, were found to be popular with older teens and adults after market testing. As a result, Jazwares began marketing them to this demographic, leading to sales surpassing half a billion units in 2024, making Squishmallows the single best-selling toy that year. Padawer argues that toys have become more appealing due to their increased sophistication and value over time.
Written for “Adult Toy Spending Trends” on 2026-10-04,
grounded in this article and the 0 other(s) covering the same event.
Childless adults are beating out parents with kids as the top toy-buying demographic this year, according to data from Circana.
uncertain
adults → beat → Circana
Pokémon, Barbie, LEGO and Marvel super heroes are the top-selling brands, raking in billions from parents with kids — but even more from child-free consumers, who bought more than half of all toys sold in the first half of 2026.
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who → sell → 2026
“Today, the adult collector dominates the market.
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collector → dominate → market
Thats going to be a thread that we follow further in the future,” said Jeremy Padawer, president of toymaker Jazwares, whose portfolio includes Pokémon and Squishmallows.
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portfolio → go → Pokémon
Padawer has spent his career looking for ways to design and market kids’ toys that also appeal to adults — and the effort has paid off.
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effort → spend → adults
For example, Squishmallows were originally meant for young girls, but Jazwares found they tested well in the 16+ demo, started marketing to young women, and has now sold more than half a billion of the stuffed plushes — which were the single best selling toy in 2024, per Circana.
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which → mean → Circana
So why are adults buying toys?
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adults → buy → toys
Are they coddled Peter Pan types who refuse to grow up?
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who → coddle → ?
No, toy have just gotten cooler, said Padawer — and a lot more valuable.
“
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Padawer → get → ?
In the 1970s licensing was really introduced to consumer products, and toys specifically.
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licensing → introduce → products
You used to buy a frisbee or a hula-hoop, then in the 1970s, you started buying your favorite super hero or Star Wars figures,” Padawer explained.
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Padawer → use → figures
Those kids never stopped loving Star Wars and Barbie, and now they can enjoy them with their own children — or not, as the case may be.
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case → stop → children
“At the beginning of COVID, in people’s backgrounds [at virtual meetings] you would see a blank wall.
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you → see → wall
By the end, you would see all this stuff, whether they had a cat, their favorite Pokémon or Star Wars product,” said Padawer.
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Padawer → see → cat
“Games and puzzles” is currently the top selling toy category, which includes adult games like Dungeons & Dragons and Magic the Gathering — which hauled in $1.72 billion last year, according to Hasbro.
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which → sell → Hasbro
Pokémon cards also continue to be a white-hot product for both kids and adult collectors — the latter of which have taken to brawling in store aisles and robbing card shops.
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latter → continue → shops
“If you go back 20, 25 years ago, an adult collecting toys was like the 40 Year Old Virgin.
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adult → go → Virgin
Now it’s cool to be a collector,” explained Padawer, who said he keeps around 25% of his own net worth in collectables and lost a $4.5 million Pokémon card collection in the Palisades Fire.
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he → ’ → Fire
The grown-up toy renaissance is part of what has inspired foundering retailer Toys R Us to launch 120 new brick-and-mortar stores by the holiday season, the company announced this month.
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company → grow → season
The chain should do well, Padawer predicts, as long as adults keep nurturing their inner child.
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adults → do → child
“We have people who live their entire lives around content that has truly shaped their lives. …
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that → have → lives
I think it’s beautiful,” Padawer said.
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Padawer → think → ?
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