Adult toy sales surge worldwide; analysts project 15% growth by 2028

The rise of “kidulting”: The real reason why adults are buying so many toys for themselves Adult toy sales are surging worldwide, with market analysts projecting a 15‑per‑cent growth by 2028. The trend, dubbed “kidulting,” sees people over 30 buying action figures, model kits, board games and even plushies, a phenomenon that once seemed the preserve of children. This surge has puzzled retailers, who now stock more collectibles in their mainstream aisles than ever before..

In this article we examine the drivers behind this unexpected boom, from nostalgia and mental‑health benefits to the economics of fandom, and list the toys that are topping adult wish‑lists. The first wave of kidulting appeared in the early 2010s, when comic‑book adaptations such as The Avengers and The Hunger Games turned blockbuster movies into cultural touchstones for a whole generation. The resulting explosion of merchandise was marketed directly to adults, with sophisticated packaging, limited‑edition releases and price tags that reflected the high‑end collector mindset..

“We saw people line up for a limited‑edition comic‑figure,” says Julia Mckenzie, a senior analyst at the toy‑market research firm ToyTrack. “They were buying it as if it were a piece of fine art.” Nostalgia is a powerful driver, but it is only part of the story. Psychology experts point to the human need for play, a concept that has long been under‑recognised in adult life..

“Play isn’t a childish activity; it’s a form of stress relief, a way to create new narratives in a world that feels rigid,” explains Professor Liam O’Connor of the University of Oxford. “When adults buy toys, they’re not just buying a product; they’re buying a moment of escapism that can refresh their emotional resilience.” The economic landscape has also created a perfect breeding ground for kidulting. Post‑pandemic, many adults have experienced job instability and financial uncertainty, prompting a search for low‑cost yet high‑value entertainment..

The “buy‑once, play‑forever” nature of many collectibles offers a sense of permanence that digital games cannot match. Furthermore, the rise of crowdfunding platforms like Kickstarter has democratised production, allowing niche manufacturers to test the market before mass‑producing, thereby reducing risk and keeping prices in reach for mid‑income consumers. Social media and online communities amplify the trend..

Reddit subreddits such as r/Collectibles and r/BoardGameGeek provide a space for adults to discuss and display their acquisitions, creating a culture of “showcasing” that turns collecting into a social currency. “People love the brag‑value of a rare figure on their shelf,” notes Maria Gonzalez, curator for the popular board‑game YouTube channel GameShelf. “When you’re surrounded by friends who share that same passion, it validates the investment.” The manufacturing side has responded with sophisticated marketing tactics..

Limited‑edition releases, holographic coatings, and collaboration with high‑profile designers are common strategies. For example, the 2024 launch of the LEGO Star Wars: The Mandalorian – Razor Crest set features a custom 3‑D printed decal, marketed explicitly to adult fans of the series. “We’re not just making a toy,” says LEGO’s marketing director, Thomas Meyer..

“We’re creating an experience that resonates with adults who grew up watching the original Star Wars series.” Collectors also view toys as investment assets. The secondary market for action figures, trading cards and vintage video‑game consoles has exploded, with prices for rare items sometimes surpassing their retail value. “If you’re buying a figure that’s going to appreciate, it’s not just a hobby; it’s an investment,” says Mark Davies, a portfolio manager at an asset‑management firm specialising in alternative assets..

“The key is to understand the supply‑demand dynamics of niche markets.” Beyond action figures, board games have become a major sector of kidulting. Adults are turning to strategy games like Gloomhaven and Terraforming Mars, which offer depth and social interaction absent from many modern video games. The pandemic accelerated this shift, with families seeking in‑person bonding experiences..

“Board games provide a shared narrative that you can experience together,” says game designer Elena Vukovic. “The tactile component, the physical piece‑movement, brings a different kind of satisfaction.” Another significant factor is the rise of fandom culture. Adult fans of science‑fiction, fantasy and anime are buying merchandise that represents their favourite stories..

“I grew up with Doctor Who, and now I have a full set of 1‑inch figures,” says 34‑year‑old Mark Roberts. “It’s about feeling part of a community, not just a consumer.” This emotional attachment often drives repeat purchases, as collectors seek to complete a series or to acquire the next highly‑anticipated release. The toy industry’s response has been swift..

Large retailers have dedicated sections for adult collectors, complete with high‑resolution displays and informative panels explaining the lore behind each item. In Japan, Tokyomart’s “Kidult Corner” offers a curated selection of premium anime figures, while in the United States, Target’s “Collector’s Vault” sells exclusive 6‑inch action figures that can only be purchased online. “We’re acknowledging that adults are a serious market,” says Target’s regional director, Susan Lee..

“Their purchasing power is undeniable.” Manufacturers are also leveraging sustainability to appeal to a more socially conscious generation. Companies such as Hasbro and Spin Master have introduced eco‑friendly lines, using recyclable plastics and reduced packaging..