The U.S. toy industry delivered its strongest first-half performance in six years, with dollar sales increasing by +17% from January through June 2026, compared to the same period last year
At a demographic level, the toy industry's growth continues to be fueled increasingly by older consumers.
Adult-only households accounted for 55% of toy sales and grew +16% through June, slightly outpacing households with children.
Recipient trends tell a similar story. Toy sales for adults ages 18+ grew +25%, making them the largest contributor to industry growth. Meanwhile, teens aged 12-17 were the fastest-growing recipient group, with sales increasing +33%.
Together, teens and adults generated nearly 60% of the industry's incremental dollar gains in the first half.
Man babies
Also woman babies
I have a strong suspicion its predominantly male though
I disagree.
I suspect women predominantly like playing secret indoor games.
This tells me two things.
Kids don't play with toys anymore only tablets.
Some people never grew up.
I agree.
It's more than "SOME", but yeah they all never grew up.
Haha