Why Adults Now Spend More on Toys Than Children

The global toy industry is experiencing a shift driven not by children, but by adults. Known as “kidults,” these consumers over the age of 12 are fueling steady growth in markets like Japan, Canada, and beyond.

According to the Japan Toy Association, the country’s toy market has expanded for five consecutive years, now worth more than $6.8 billion. Analysts point to adults outspending children on items like Lego, Pokémon trading cards, action figures, and entertainment collectibles.

The trend accelerated during the COVID-19 pandemic, when toys and collectibles became sources of comfort, distraction, and nostalgia during lockdowns. Even after restrictions eased, demand never faded.

Brands such as Bratz and Labubu dolls have seen major revivals, while evergreen franchises like Pokémon, Hot Wheels, and Star Wars continue to thrive among adult buyers.

Psychologists note that play offers adults stress relief and fosters community through shared interests. For some, reconnecting with childhood toys provides joy and a sense of belonging.

Yet experts also caution that nostalgia should enhance life, not replace adult responsibilities.