Weekend Money: Adults Spending Thousands on Toys – Keeping the Industry Thriving
In recent years, a surprising trend has emerged in the UK’s toy market – adults are spending thousands of pounds on toys, revitalizing an industry that once primarily catered to children. These adult collectors now make up £1 in every £5 spent on toys in the UK, contributing significantly to the sector’s revenue.
The Rising Adult Toy Market
Vicki Gray, a 48-year-old Lego enthusiast from Essex, exemplifies this growing adult consumer base. She has invested over £6,000 in her multicolored LEGO collection and has double that amount on her wishlist. In fact, the total spending by adults on toys has climbed steadily over the past five years to £647 million, out of a total industry revenue of £3.4 billion, according to market research firm Circana.
Melissa Symonds, Executive Director of UK Toys at Circana, describes this surge in adult buyers as "very mainstream." “People are massive fans of products at a much older age than we’ve had previously, and it’s not seen as geeky anymore,” she explains.
At the same time, sales to children have been declining. Falling birth rates and shifting interests mean kids are moving away from traditional toys, favoring cosmetics and video games instead. Notably, the market share for girls’ toys dropped by 8% between 2020 and 2024, with much of this spending diverted to makeup and beauty products.
Toys as Comfort and Escapism
The interest in toys among adults is also linked to emotional well-being. Professor Ben Voyer, a behavioural scientist at the London School of Economics, explains that toys offer a unique combination of comfort, nostalgia, and escapism—qualities especially needed during times of global unrest and anxiety.
“The conflicts around the world, political tensions, and the constant barrage of worrying news contribute to heightened anxiety levels,” Voyer says. “Nostalgia tends to recede in times of prosperity but returns with force during uncertain times, making toys a way to cope.”
For Vicki Gray, LEGO became a therapeutic distraction following her mother’s death four years ago. “It’s almost like pushing the reset button,” she shares. “I’ve not looked back – but my bank account has,” she jokes.
Similarly, Jenny Alvey, 19, from Nottingham, turned to Jellycat stuffed toys during stressful periods like university exams and the COVID-19 pandemic. Her collection of 16 plush toys, including bread and strawberries with smiley faces, became popular in social media circles, with hashtags like #Jellycat boasting hundreds of thousands of posts on Instagram and TikTok. “There’s a lot of bad stuff in the news, like the Ukraine war, and I found it quite a comfort and cheerful escape,” she says.
The Role of Social Media and Community
Social media has been a key factor driving this adult toy trend. Katriina Heljakka, a toy culture researcher from the University of Turku in Finland, notes how online communities celebrate plush toys like Squishmallows and Jellycat, as well as enduring brands like LEGO, Pokemon, and Dungeons & Dragons.
Unboxing videos and collection tours have captivated audiences worldwide, feeding an “urge to tell stories with objects,” Heljakka explains. For collectors like Gray, these communities banish any stigma associated with adult toy collecting. “It feels like a little secret underworld,” she says of her LEGO group, where members swap tips and share plans for future purchases.
Professor Voyer highlights how Millennials and Gen Z have normalized adult toy collecting by embracing rather than shunning the hobby, giving it the power to shape personal identity. Another fascinating phenomenon identified by Heljakka is “toyrism,” where collectible figures are photographed at famous landmarks worldwide, such as Sylvanian Families cheetahs in Helsinki and Barbie dolls outside the Roman Colosseum.
Targeted Marketing and Industry Adaptations
Toy manufacturers have keenly responded to the surge in adult interest, tailoring marketing strategies and product designs to appeal to older buyers. Retailers, policymakers, and the industry are all noticing. For example, in the US, Walmart and Toys R Us have created exclusive adult toy aisles, and UK stores are beginning to follow suit.
Designer toy brand Pop Mart recently launched a pop-up shop at Harrods and opened its first Selfridges location, featuring trendy collectible dolls. LEGO’s Star Wars sets, some priced at £560, continue to attract nostalgic fans, while its botanicals collection has significantly engaged adult women.
Packaging has also evolved, with brands opting for sophisticated black designs over traditional bright colors. Examples include Playmobil’s Star Trek Enterprise series, which appeals directly to adult collectors.
Ashleigh Greenwood, a 33-year-old Squishmallow enthusiast from Milton Keynes, has made hundreds of plush toy friends worldwide via Instagram fan accounts. Spending around £3,000 on 415 Squishmallows over the last two years, she enjoys the connection and the "buzz" of finding sought-after toys.
The Upside for Adults and Industry Alike
Adults bring more disposable income to the toy industry, enabling companies to price products higher than typical children’s toys. Gray’s most prized possession is a massive 9,090-piece LEGO replica of the Titanic, valued at nearly £600. Though it takes up significant space, she is eager to display it prominently in her new home.
“There are no regrets,” she says with a laugh. “Being an ‘adult child’ means having the money to indulge in your passions.”
Conclusion
The adult toy market is no longer a niche but a powerful force helping to sustain and reshape the industry amid changing demographics and consumer habits. For many, collecting toys is not just a hobby but a meaningful form of comfort, community, and creative expression that continues to grow in both popularity and profitability.
This article was produced for Smart Money Mindset, exploring how adult consumers are reshaping the toy industry while nurturing their own emotional well-being and social connections.