The toy sector is experiencing a rise in teenage and adult consumers, who are purchasing nostalgic board game, craft set, collectible figurines, and plush stuffed animals.
"The adult consumer was looking for something to soothe their anxiety and stave off boredom — an adult pacifier, if you will — during these difficult nearly three years," Lennett said."And, because they had stopped doing other entertainment activities outside the home at the height of the pandemic, they had the extra money to spend. Now many of them are hooked."
Among kidults, Lennett said the most popular toy categories are building sets, plush items, action figures, collectibles, trading card games, and sports trading cards. Top brands include Lego, Squishmallow, Funko Pop!, Marvel, DC, Pokémon, and major sports leagues like the NFL, NBA, and NHL. On social media, platforms like TikTok are playing an increasingly significant role in attracting Gen Z and millennial consumers to everything from