Adults are increasingly spending on toys and collectibles, fueling the burgeoning kidult economy driven by nostalgia and fandom.
There is a curious yet satisfying realization that accompanies adulthood: as we begin to earn our own money and make independent choices, we often find ourselves drawn to the very things we cherished in childhood. Whether it’s a plush toy resting on a shelf, a Hot Wheels car that remains untouched, or collectibles from beloved franchises like Harry Potter or Pokémon, many adults are indulging their inner child.
This phenomenon has given rise to a new consumer demographic known as the “kidult.” What began as a playful term has evolved into a significant business opportunity. According to Circana, consumers aged 15 and older accounted for nearly 20% of global toy sales in 2025, with spending from this age group more than doubling since 2020. In the United States alone, adults aged 18 and older generated $1.8 billion in toy sales during the first quarter of 2025, marking them as the fastest-growing segment in the toy market.
The question arises: why are adults purchasing toys? Beyond their monetary value, these products often evoke deep emotional connections. A plush toy may seem trivial, but for the buyer, it can represent a cherished memory or a longing for simpler times. A Harry Potter collectible might transport someone back to the thrill of waiting for the next installment in the series, while a Pokémon figure can rekindle memories of trading cards during school days.
Nostalgia plays a crucial role in this trend. As children, our purchasing power was limited; we relied on parents or guardians to make decisions about what we could buy. Simple toys often required negotiation, with questions like, “Do you really need this?” or “Maybe next time.” Now, as adults with disposable income, we have the freedom to purchase what we desire without needing anyone’s approval. The satisfaction of using our own money to acquire something we once longed for as children is a unique experience.
However, not every purchase can be reduced to a quest for nostalgia. Some individuals genuinely enjoy collecting, while others appreciate the design or craftsmanship of a product. For many fans, merchandise serves as a tangible representation of their interests and passions, making the emotional connection easier to justify.
This shift in consumer behavior has prompted the toy industry to adapt. Rather than solely targeting children, companies are now creating products specifically designed to appeal to teenagers, young adults, and older collectors. Collectibles have become a significant part of this evolution. In 2025, global collectible sales surged by 32%, representing nearly one-fifth of total toy sales. Licensed products linked to popular entertainment franchises have also captured a substantial share of the market.
The real value of these products often lies not just in the items themselves but in the fandom they represent. For instance, if someone is already a Harry Potter enthusiast, a Hogwarts-themed product resonates on a deeper level. The emotional connection is pre-established, making the purchase feel more meaningful.
This trend is also gaining traction in India, particularly in urban areas with vibrant youth cultures and bustling shopping scenes. Cities like Kolkata, Delhi, Mumbai, Bengaluru, and Hyderabad are witnessing a rise in stores dedicated to anime figures, plush toys, keychains, and other pop culture merchandise. The strategic locations of these stores—often near metro stations or popular cafés—are intentional, targeting young consumers who are already engaged in fandom.
India’s anime merchandising market generated an estimated $191.9 million in revenue in 2025, with projections suggesting it could reach $562 million by 2033, according to Grand View Research. The broader Indian anime market was valued at approximately $837.2 million in 2025 and is expected to grow to $2.24 billion by 2033. This growth reflects the changing landscape of fandom, as shows like One Piece, Demon Slayer, and Naruto become ingrained in mainstream youth culture.
Social media platforms, particularly Instagram, play a pivotal role in this retail model. Merchandise stores can function as both physical shops and social media hubs. A customer might visit a store filled with colorful collectibles, snap a photo, and share it online, inadvertently promoting the business. This cycle of social sharing can be particularly advantageous for smaller retailers that may not have extensive advertising budgets.
Moreover, the products themselves are visually appealing, making them ideal for social media content. Unboxing videos, new arrivals, and store displays can all become engaging posts that attract attention and drive foot traffic.
Unlike traditional toy stores, where purchases are often planned by parents for their children, the experience of young adults shopping for merchandise is often impulsive. A customer might walk by a store, spot a character they love, and decide to make a spontaneous purchase. This retail model fosters a relationship between the consumer and the brand, encouraging repeat visits and ongoing engagement.
It is essential to recognize that this trend extends beyond adults merely buying children’s products. It represents the monetization of fandom. Successful movies, television shows, and games can generate revenue long after their initial release, transforming stories into merchandise and characters into collectibles.
As the child who once adored Pokémon grows into an adult with disposable income, the market has evolved alongside them. The audience has not disappeared; it has matured and gained the ability to spend more. This dynamic is particularly fascinating, as brands leverage nostalgia to create emotional connections that make consumers less price-sensitive. Limited editions generate urgency, and recognizable characters forge instant bonds.
While there is undoubtedly an emotional aspect to these purchases, it is crucial to acknowledge the commercial strategies at play. Consumers are not just acquiring objects; they are investing in stories, memories, and identities. As someone who participates in this trend, I understand the fulfillment that comes from purchasing something that evokes childhood memories, especially when it is bought with hard-earned money.
Ultimately, growing up does not necessitate abandoning the joys of childhood. Instead, it allows for the freedom to enjoy those passions without needing justification. Businesses have recognized this shift, moving beyond merely selling toys to adults; they are now offering nostalgia, fandom, collectibles, and experiences that resonate with a generation eager to express their interests beyond screens.
The child may have grown up, but the market has matured alongside them, eager to tap into their wallets.
According to The American Bazaar.