Gaming consoles, Lego flowers, plush collectibles with $200 price tags — welcome to the modern toy aisle, where the target customer just as easily has a mortgage as a naptime. Sales of toys marketed to grown-ups have surged in recent years, as adults snap up everything from collectible figures and building sets to nostalgic reissues of childhood favorites.
Experts say it is part of a broader cultural shift some are calling “kidulting.” Simply put, this trend revolves around the embrace of play, whimsy and childhood comforts well into adulthood, often as an antidote to the stress of modern life. To learn more, I spoke with a therapist and toy industry experts to understand what’s driving the trend and got the lowdown on which toys are topping adult wish lists right now, and where you can get them.
Are more adults buying toys for themselves?
The short answer is yes — and it’s not an entirely new phenomenon. “We’ve seen trends of this nature for decades,” says Kiki Jacobson, a licensed mental health therapist and certified financial therapist. “There was the Beanie Babies craze from the ‘90s, Tamagotchis, Furby, Silly Bandz and now Pokémon cards have reemerged.”
What has changed is the scale.”There has been a clear rise in adults buying toys for themselves,” says Lynn Rosenblum, associate professor of toy design at Otis College of Art and Design. “Circana, the company that tracks global toy sales, reported that U.S. sales for recipients aged 18 and older increased 18 percent during the first half of 2025, with that growth split nearly evenly between males and females.” That’s not a niche subculture — it’s a measurable shift in who the toy industry is building products for.
Part of the explanation is nostalgia. These products appeal to “kids who never grew up,” Rosenblum says, and to adults who still enjoy collecting, building or simply owning toys, especially ones tied to their own childhoods.
But nostalgia alone doesn’t explain why the trend feels so much bigger now. “What also contributes to these trends and makes them feel more intense is how social media platforms are an exceptionally skilled distribution system,” Jacobson says. “Algorithms continuously track what captures attention and automatically amplify it. Marketing creates emotional hooks like surprise reveals, unboxings, and ‘drops’ which encourage scarcity-based thinking.”
In other words, the same mechanics that make a TikTok video go viral are now driving people toward the virtual toy aisle checkout.
Why are so many adults buying toys for themselves?
The reasons adults give for buying toys tend to fall into three main categories, according to the experts I spoke with: comfort, community, and collecting. Each taps into a different psychological need, but together they help explain why this trend has taken hold.
- Comfort: “With so much uncertainty and turmoil in the world, having a favorite plush or a reimagined Bratz or Monster High doll can be reassuring,” says Rosenblum. “These toys conjure memories of a time that felt simpler and less stressful.” For many adults, experts say toys function less like playthings and more like small anchors — a tactile, familiar object that offers a sense of comfort when everything else feels unpredictable.
- Community: “[Toy collecting or buying] can also create ways to build community,” says Jacobson. “Items can serve as tools for identity and self-expression. On social media platforms people display items as part of their online identity where these toys/trinkets act as visual signals that showcase who they are or how they want to be perceived.” In this sense, a shelf of collectibles or a carefully curated unboxing video isn’t just about the toy itself — it’s a way of signaling taste, nostalgia, and belonging to a like-minded group.
- Collecting: For many, the appeal is less about any single item and more about the thrill of the hunt. Tracking down a rare figure, completing a set, or displaying a growing collection taps into the same instincts that drove childhood collecting, but now with more disposable income, easier access through resale markets and algorithms that lead you to where you can buy your favorites.
“Kidulting” toys to consider
There are infinite toys out there that may appeal to adults, but according to experts, the below are amongst the most popular
Rosenblum points to Lego as being one of the most popular toys for adult buyers. Not only is a Lego set nostalgic, there are a number that are aimed specifically at older builders — like this botanical set. NBC Selected reporter Zoe Malin was never a Lego person, but says that during the pandemic, Legos became a go-to way to pass the time. She bought this set as a gift for her cousin; “he has cats so he doesn’t keep flowers at home — this served as an alternative,” she says.
This option combines two popular “kidulting” trends in one: blind boxes and Bratz dolls. Each rhinestone-covered Bratziez plush comes with a charm clip, and buyers won’t know which character — Angel, Pretty Princess, Bunny Boo, Kool Kat, or a rare Sugar or Spice — they’ve gotten until they open it.
According to Rosenblum, Pokémon cards are big with those drawn to nostalgia and collectors. This booster bundle includes six packs from the Chaos Rising expansion, giving adult collectors a shot at pulling powerful Mega Evolution Pokémon cards while reconnecting with a franchise many grew up with.
Fidget toys like squishies and putty are also big with adults and this one’s a personal favorite — I keep a tin on my desk and reach for it while brainstorming stories or working through a tricky one. This crystal-clear putty turns cloudy as you play with it, then clears again once it rests.
For ‘90s kids, this one’s pure nostalgia. The set brings back Leonardo, Raphael, Michelangelo, and Donatello as 4-inch fully poseable figures (the joints at the arms and legs are movable and the shells open and close) with their signature weapons. It is a straight throwback to Saturday morning cartoons.
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Meet our toy and trend experts
At NBC Selected, we work with experts with specialized knowledge and authority based on relevant training and/or experience. We also ensure all expert advice and recommendations are made independently and without undisclosed financial conflicts of interest.
- Lynn Rosenblum is an associate professor of toy design at Otis College of Art and Design.
- Kiki Jacobson is a licensed mental health therapist and certified financial therapist.
Why trust NBC Selected?
I am a commerce editor at NBC Selected and a journalist who regularly covers wellness, beauty, home and lifestyle. I have written about Play-Doh for grown-ups, NeeDohs and more. For this story, I interviewed a trend and toy expert and licensed mental health expert about the rise in adults buying toys for themselves.
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