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Since the pandemic, Elizabeth Hulanick has turned to toys from her childhood to relieve stress. She and her co-workers chip in to buy Legos at Target and play at their desks. She also started playing with Silly Putty again, noting she felt comforted by the bouncy rubber...

Lego A/S has been steadily increasing its products for adults since 2020.

Industry experts and toymakers from Mattel’s American Girl and Build-a-Bear say their new adult customers are here to stay and are creating new products, services, and websites with this clientele in mind.

Ages 18 and older represented 14% of U.S. toy industry sales for the 12 months ending September 2022

Long before the pandemic, many adults turned to toys from Legos to collectible items to tap into their inner childhood for comfort.

Toymakers from Mattel’s American Girl and Build-a-Bear are creating new products, services, and websites aimed at adult audiences. Among the popular toys for adults are Star Wars and Harry Potter-themed Lego sets and action figures.

Ages 18 and older represented 14% of U.S. toy industry sales for the 12 months ending September 2022

Ages 18 and older represented 14% of U.S. toy industry sales for the 12 months ending September 2022

Ages 18 and older represented 14% of U.S. toy industry sales for the 12 months ending September 2022

Ages 18 and older represented 14% of U.S. toy industry sales for the 12 months ending September 2022