The U.S. toy sector experienced a dramatic upswing in the first half of 2026, achieving its most impressive January-to-June growth in six years, according to new findings from Circana. This surge has been propelled in large part by notable changes in who is buying toys, with adults—and particularly women—reshaping the industry’s customer base.
Adult and Teen Influence Drives Market Growth
Between January and June 2026, U.S. toy sales in dollars soared by 17% over the previous year’s first half—this is the largest annual gain reported in six years, according to Circana’s market study (full report). Growth was widespread: unit sales grew 12%, while average toy prices rose 4%. Standout performers included collectibles, trading cards, and branded merchandise connected to high-profile fan communities.
The demographic profile of toy buyers has shifted. Adult-only households represented 55% of toy industry sales in the opening half of 2026, posting a 16% rise in spending through June. Sales to buyers aged 18 and over skyrocketed by 25%, making this group the chief engine behind industry expansion. According to Circana, “At a demographic level, the toy industry’s growth continues to be fueled increasingly by older consumers.”
Purchases for teens aged 12 to 17 increased by 33% from last year, and when combined with adult purchases, these segments accounted for close to 60% of the industry’s added revenue in the first half of 2026.
Toy Industry Evolves from Playthings to Social Hubs
The reach and meaning of toys are broadening. Kristen McLean, Circana’s vice president of client insights for the entertainment knowledge group, said in a press announcement that toys are now “functioning as hobbies, fandom ecosystems, and social experiences rather than traditional children’s products.” This evolution is creating new avenues for manufacturers and retailers interested in serving adult collectors, hobbyists, and people buying toys as gifts.
Another notable trend is the pivotal role of women in this new market dynamic. Circana’s separate analysis revealed that women were responsible for more than half the market’s growth from January to April 2026 (report details). As such, women have become an essential demographic for companies seeking to make the most of the toy market’s changing face.
Industry Giants Capture Gains
Leading manufacturers have already started reaping the benefits of these changing purchase patterns. Hasbro announced in July that its net revenue for the second quarter climbed more than 16% to $1.1 billion year over year (details here). Mattel also experienced a 10% improvement in net sales for Q2, reaching $1.1 billion this month (see announcement). However, Mattel’s latest quarterly results showed a net loss of $18 million, in contrast to net income of $53 million earned during the same period last year.
These developments highlight just how much the U.S. toy landscape is shifting, as companies pivot towards serving a growing adult customer base and tap into the expanding market for toys as collectible and lifestyle choices.