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Toys are one of the highlights of childhood. But as some would say, we never truly grow up, and toys and collectibles aren’t just child’s play. This has never been clearer, with trends like adult happy meals, Labubus, squishmallows, and jellycats emerging as recent examples.
Fresh CivicScience data reveal that adults buying toys and/or collectibles is becoming an increasingly common practice among U.S. adults. In fact, as much as 35% say they have bought one of these items for themselves or another adult at least 1-2 times in the past year, up from 28% in 2022. Unsurprisingly, Gen Z adults and Millennials are the clear leaders of this trend, far outpacing the 45+ crowd.
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Nostalgia Isn’t The Only Reason Adults Are Buying Toys
Of course, nostalgia for childhood plays a role in driving adults to buy toys for themselves, particularly among Gen X and older adults. Still, it’s far from the only motivating factor. Given growing emphasis on hobbies, it’s unsurprising to see hobby collection rank as a close second most common motivation behind nostalgia.
Interestingly, Americans 45+ are more likely to view toys/collectibles as a financial investment, while those under 45 see them as a way to express themselves. Gen Z adults aged 18-29 are the most divided in their primary reasoning but are the most likely to cite being a part of a fan/collector community.
Adults Buying Toys Hold Particularly Strong Brand Loyalty
Building brand loyalty is very much a long game, and can be tough to maintain in today’s climate of economic uncertainty. That said, CivicScience data show American adults who have bought a toy for themselves or another adult in the past year are especially loyal to their favorite brands – 90% of whom say they’re at least ‘somewhat’ loyal to these brands, including 36% who report they’re ‘very’ loyal – with levels of loyalty nearly ten percentage points lower than non-toy buyers.
Consumers also show strong loyalty to the brands they purchased as children. Additional data show that 80% of recent toy-buyers say they currently purchase toys or collectibles from the same brands they did as children (whether it’s for them or someone else) – further highlighting nostalgia’s influence on purchases.
Spending and Lifestyle Trends Among Adults Who Buy Toys and Collectibles
While these consumers are far more concerned about the impact of tariffs than non-buyers, they aren’t holding back on spending. CivicScience data show they’re three times more likely to say their spending has been higher than usual over the past week.
They are also much more prone to indulging in themselves, usually opting for an expensive meal. Additionally, they are over twice as likely to consume fast food weekly and to claim that fashion trends influence their clothing choices ‘at least a little.’
Streaming is another major part of their lifestyle. Nearly 9 in 10 use music streaming services, with Pandora and Spotify as top choices. And among sports fans, they’re significantly more likely to subscribe to a new video streaming service just to watch games this fall and winter.
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As more adults embrace toys and collectibles amid broader economic uncertainty, it reveals a larger change in how consumers seek personal meaning and emotional ties through their purchases. This group’s higher-than-usual spending and strong brand loyalty demonstrate the opportunity for brands to build lasting relationships by tapping into these deeper connections.
