Adult Toy Buying 🧸

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We all have that one friend that we still make fun of for “collecting” toys.

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But it turns out it’s more common than you think. The adult toy market is surging, per Circana:

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• In 2023, 43% of U.S. adults made a toy-related purchase for themselves
• Adults spent $1.5 billion on toys for themselves in Q1 2024
• Adults spending on toys surpassed the three-to-five-year-old demographic, making them the most important age category for the toy industry

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Squishmallows, popular across age groups, ranked as the best-selling toy for the period partly because adults are driving sales.

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Toy companies are adapting to meet the needs of their new primary customers. LEGO launched an adult product line under its website’s “Adults Welcome” category. Hasbro started a team called Ageless Innovation to create products for older generations.

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For many, toys are now a part of ‘adulting.’