by LISA WHITAKER, Chief Tendencies Officer, LM Whitaker Consulting LLC, Women in Toys, Licensing & Entertainment Board Member
Do you know that feminine customers drove practically two-thirds of the expansion in toys bought by adults final 12 months? In keeping with Circana, the grownup purchaser base is now cut up virtually evenly between women and men — a putting 50/50 steadiness throughout an increasing vary of classes. Adults have formally turn out to be the most important toy-buying demographic, toppling toddlers, and producing $7.6 billion in U.S. gross sales in 2024, up 11% year-over-year.
In my work with Tom McGrath on our biannual Tendencies in Toys and Leisure stories, we observe these shifts for greater than 20 shoppers, from world leaders to area of interest corporations. Practically all of them are exploring methods to faucet into this highly effective market via new merchandise and leisure methods.
Discovery and buy habits are shifting, too, and more and more, it’s not a solo pursuit. A July 2025 Youngsters Industries examine discovered that 75% of households “co-fan,” sharing fandoms throughout generations. In 89% of those households, youngsters prepared the ground in discovery, introducing mother and father to new leisure and merchandise. Adults in these houses purchase into the enjoyable, partaking with content material and buying merchandise for each their youngsters and themselves.
On a private notice, as a mom of 4 and grandmother of two, I’ve lengthy seen how youngsters affect purchases. However just lately, I’ve skilled one thing new: a toddler-fueled household fandom. My grandson’s Batman obsession sparked a wave of superhero toys, decor, and even a three-generation Batman-themed celebration. Everybody leaned in on the theme, proof that the affect on fandom really is aware of no age.
Grownup customers usually are not a monolith. Their motivations vary from household bonding and nostalgia to decor, funding, group, and play. That variety makes the group arduous to label, fueling passionate debate over the time period “kidult.” This moniker is broadly used outdoors the toy business and opposed by many throughout the business. Apart from the quippy headlines and hashtags, does the title matter, although? The enterprise alternative is the actual headline.
In keeping with Circana, U.S. toy gross sales to adults increased by 18% during the first half of 2025, which is thrice the full business’s progress charge. With shifting demographics and cultural developments, corporations ought to mine grownup insights for innovation throughout each established manufacturers and untapped classes.
As a Board Member, I’m impressed by the leaders in Women in Toys, Licensing & Entertainment (WiT) who assist members perceive how play and fandom evolve throughout generations. WiT is bridging conversations, creating connections, and providing programming for its members via webinars, occasions, mentoring, and teams, such because the Tabletop Gaming Studying Group. WiT gives assets to assist members capitalize on alternatives to construct their companies.
Wanting forward, I anticipate adults to stay the most important age group for toy and sport purchases, though progress is prone to stabilize from the sharp climb of latest years. In the event you’re not but competing on this house, now could be the time to search out your entry level. Fueling fandom may simply be the spark your enterprise wants, and the WiT group is the right place to start out.
Keep on the Pulse of Play!
A model of this characteristic first appeared within the 2025 Celebrations Issue of The Toy Ebook. Read the full issue here!
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