Dive Brief:
- In the first half of 2026, U.S. toy dollar sales jumped 17% from a year prior, the highest year-over-year growth in the past six years, according to a new Circana report.
- Unit sales increased 12% from a year prior and the average sales price of toys rose 4%, a trend driven in part by increasing demand for collectibles, trading cards, licensed products and fandom-driven play.
- Adult-only households accounted for 55% of toy sales and increased 16% through June, per the report.
Dive Insight:
Toy sales for adults over the age of 18 grew 25% in the first half of 2026, making the cohort the largest contributor to the industry’s rise.
“At a demographic level, the toy industry’s growth continues to be fueled increasingly by older consumers,” according to Circana.
Meanwhile, toy purchases for children aged 12 to 17 swelled 33% year over year. Combined, teens and adults generated almost 60% of the industry’s dollar gains in the first half of 2026.
“We’re seeing toys increasingly function as hobbies, fandom ecosystems, and social experiences rather than traditional children's products,” Kristen McLean, vice president of client insights for Circana’s entertainment knowledge group, said in a press release. “That's expanding the consumer base and creating new opportunities for manufacturers and retailers that understand how to engage collectors, enthusiasts, gifters, and self-purchasers.”
While adults are fueling toy sales overall, the trend is currently driven by women. In another recent report by Circana, the research firm found that women drove more than half of the industry’s growth between January and April.
Toy giants Mattel and Hasbro have each benefited from booming toy sales. Last month, Hasbro’s second-quarter net revenue grew more than 16% year over year to $1.1 billion. Mattel this month reported a 10% increase in Q2 net sales to $1.1 billion. The company reported a net loss of $18 million, compared to a net income of $53 million in the year-ago quarter.
