Adults accounted for 17.3% of US toy sales in 2023, totaling $6.7 billion, per Circana.
Research shows that while overall toy sales are in decline in the US, sales driven by nostalgic adults are on the rise.
AdvertisementAccording to Circana's data, despite an 8% overall drop in toy sales last year, adult purchases have stayed robust.
The group said that US adults spent over $1.5 billion on toys and games in the first quarter of 2024 alone.
A Circana report from June on the US toy industry described adults as the "most important age group" for the industry going forward.
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Frédérique Tutt, Tutt, Steve Totzke, Barbie
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Research, BI, Star, Los Angeles Times
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