Key facts
- Adults are rediscovering toys from their childhoods, such as Lego and American Girl dolls.
- The trend of 'kidulting' involves adults engaging with childlike toys and hobbies.
- Adults are buying toys for nostalgia, distraction from doomscrolling, and potential profit.
- Market research indicates adult-only households now comprise over half of toy sales.
Adults are increasingly purchasing toys like Lego, stuffed animals, and American Girl dolls, a trend that is significantly boosting the toy market. This phenomenon, referred to as 'kidulting,' is fueled by a desire for nostalgia, a way to de-stress from daily life, and the growing recognition of toys as hobbies and fandom ecosystems. According to Circana, adult-only households now represent over half of toy sales, with overall adult toy sales increasing by 25%. Devin Byron, 25, exemplifies this trend by purchasing an American Girl doll, stating that many collectors are 'healing their inner child.' Kristen McLean, a vice president at Circana, notes that toys are evolving beyond children's products to become social experiences, expanding the consumer base for manufacturers and retailers.