Toy and Game Makers Capitalize on ’Kidult’ Market Fueled by Nostalgia and Disposable Income

Adults have emerged as the fastest-growing demographic for toy and game manufacturers, with companies like Nintendo, Lego, and Mattel strategically reviving 1980s-90s pop culture icons. The VIRTUAL Boy reboot, Goonies-themed Lego sets, and Backstreet Boys collectibles demonstrate how nostalgia economics now drives product development cycles.

Market researcher Circana reports adults outspent other age groups on self-purchased toys in 2024, a trend accelerating through 2025. Disposable income from bullish markets enables this discretionary spending—from college students accessorizing with Labubu dolls to retirees curating model car collections.

The phenomenon reflects broader behavioral shifts: social media virality transforms niche collectibles into lifestyle statements, while opaque packaging designs create artificial scarcity. Toymakers now allocate entire production lines to adult-focused 'pop toys,' recognizing their higher margin potential compared to traditional children's products.