Colliers: How ‘kidults’ are fueling sales of toys and collectibles
Cute plush toys with furry rabbit ears and toothsome smiles have long been the types of birthday and Christmas presents that delight the grade school nieces and nephews of adults. Recently, however, it’s become more the case that auntie and uncle are keeping those little cuties for themselves.
If they can find them available in stores.
Colliers, the global real estate services company, just published new research holding that toys and collectibles have quietly become retail's most powerful foot traffic driver — and it’s Gen Xers, millennials and even baby boomers that are pushing the pedal to the metal. Adult shoppers spent $1.8 billion on toys in Q1 2025 alone, making them the largest spending cohort across all age groups.
Nostalgic yearnings combined with superstar devotions to toys of their youth have adults snapping up toys, cards and collectibles. On social media, a member of the hot K-Pop group Blackpink posted about her enduring love for Labubu, the toothy character in “The Monsters” picture book trilogy that that debuted in 2015. Walmart took note and offered 20 Labubu doll options at prices ranging in the hundreds of dollars.
“Retail overall is being driven by a new cult influence,” said Anjee Solanki, Colliers’ national director for retail and practice groups. “The ‘kidult’ consumer segment now drives 28% of global toy sales. With more disposable income, Gen Xers and Boomers are willing to pay premium prices for products tied to their childhood.”
[READ MORE: Circana: Toy unit sales increase 5% to start 2026]
In her report, ”Why Toys & Collectibles Are Retail’s Hottest Traffic Engine Right Now,” Solanki noted that three in five consumers report feeling pressure to buy the “hot” item of the year, with two-thirds of Millennials admitting to the urge.
The most sought-after collectibles among U.S. consumers include adult Lego sets (34%), Pokémon and trading cards (29%), Squishmallows (23%) and Labubu figurines (20%).
Solanki emphasized, however, that toy and collectibles consumers aren’t a single profile, but a cumulative audience.
“Each group arrives at retail with intention, urgency, and spending power,” she noted. “Together, they’re circling stores like it’s Black Friday every day. For landlords, brokers, and developers paying attention, that kind of recurring, high-intent traffic is worth a very close look.”
