Toy manufacturers are now specifically marketing their products to older consumers.

In 2024, adults purchased more toys for themselves than for any other age group—including preschoolers. According to data put out by the analytics firm Circana, adults accounted for 28% of global toy sales in 2024, a 2.5% increase since 2022. Circana’s 2023 report revealed that in the 12 months ending June 2024, American adults spent more than $7 billion on toys.

In Europe, sales of toys for children decreased by $217 million between 2019 and 2022, while sales aimed at adults rose by roughly $1.1 billion. Similar trends have been observed in Mexico, Brazil, and South Africa.

Michelle Steinberg, owner of the PR firm The deFIANT—which represents toy companies—says model kits, clay sculpting sets, collectible cards, miniatures, and Legos are among the most popular choices for adult toy owners. “It’s about nostalgia, self-expression, and social connection,” Steinberg told the New York Post.

Bob Friedland, who lives in New Jersey, has a house filled with Legos.

“I had to move out of my apartment into a house just to make space for all of them,”

said the 50-year-old to the New York Post. Friedland, who once worked in toy marketing, began seriously collecting Legos in 2020 during the COVID-19 pandemic —like many other adults.

Grown-ups are buying more toys than preschoolers — to the tune of $1 billion https://t.co/GCdjHcUmiK pic.twitter.com/ZboYN3H2RU

— New York Post (@nypost) March 30, 2025

Adults have long collected children’s toys to some extent, such as trains and dolls. Some purchases have even been treated as investments, as trends like Beanie Babies and collectible trading cards have shown.

But now, toy companies are actively marketing their products to older consumers.

Genevieve Capa Cruz, head of marketing for adults at Lego, noted that the company’s first products „explicitly identified as made for adults” launched in 2020, featuring sleek black packaging and an 18+ label. In 2024, Lego released approximately 563 sets, 13% of which were specifically designed for adults.

Among the most popular is the Botanicals series, introduced in 2023. These floral bouquet sets are intended for special occasions and have become one of the company’s bestsellers among people giving them as gifts to loved ones.

Lock in an early Valentine’s Day win with this Amazon flash deal on a LEGO Rose Bouquet https://t.co/UEyrjY1ydG pic.twitter.com/J5B8aUUOQD

— New York Post (@nypost) January 30, 2025

“It combines a natural affinity for nature and flowers with a hands-on, creative twist—where you get to build and arrange these beautiful blooms,” said Capa Cruz.
“They’re always in full bloom and offer a lasting memory,” the marketing director added.