Shopping: Why So Many Americans Are Buying “Kids” Toys and Collectibles

Overview: Adults Embrace the Toy Trend

The growing trend of adults buying toys and collectibles for themselves has become a significant cultural phenomenon. According to recent CivicScience data, 35% of U.S. adults report purchasing toys or collectibles for themselves or others at least 1-2 times in the past year, up from 28% in 2022. This trend is most prominent among Gen Z and Millennial adults, with the 45+ crowd trailing behind in participation.

Why This Trend Is Gaining Popularity: More Than Just Nostalgia

• Nostalgia and Emotional Connection: While nostalgia plays a significant role in adults' motivations to purchase toys—especially for Gen X and older adults—it is not the only driving factor.

• Hobbies and Collecting: Many adults view toys and collectibles as part of a hobby or collection, leading to a deeper personal engagement with these items.

• Self-Expression and Fan Communities: Gen Z adults, in particular, often purchase toys to express themselves or to be part of a fan or collector community, signaling a shift towards personal connection rather than just sentimentality.

Detailed Findings: Why Adults Are Buying Toys

• Investment or Emotional Connection: Americans over 45 tend to view toys and collectibles as a financial investment, while those under 45 are more likely to see them as a means of self-expression. Additionally, Gen Z adults are the most divided in their reasons for purchasing but are most likely to cite their involvement in fan or collector communities as a key motivator.

• Brand Loyalty: Adults buying toys demonstrate significant loyalty to brands, with 90% expressing some degree of brand loyalty. 36% of these buyers are “very loyal” to the brands they support, showing a strong emotional connection with products they’ve enjoyed in their childhood. Remarkably, 80% of these consumers buy from the same brands they did as kids, further reinforcing nostalgia’s influence.

Key Success Factors of the Trend: What Drives Adult Toy Purchases

• Deep Emotional Connection: Toys and collectibles offer more than just a nostalgic experience; they provide a form of self-expression and connection with fan communities, particularly among younger generations.

• Brand Loyalty and Consumer Engagement: High levels of brand loyalty and nostalgia are powerful drivers, allowing companies to cultivate lasting relationships with consumers by continuing to offer products that resonate emotionally.

• Collecting as a Hobby: As hobbies gain traction, collecting toys becomes an increasingly popular way for adults to engage in activities that provide personal meaning, beyond just acquiring items.

Key Takeaway: Emotional Ties Are Shaping Consumer Spending

As adults continue to embrace toys and collectibles, it’s clear that emotional connections—whether driven by nostalgia, self-expression, or hobby collecting—are influencing their purchases. Brands that tap into these deeper connections can build stronger, long-term relationships with consumers, even amidst economic uncertainty.

Main Trend: Adult Toy Purchases Driven by Emotional Connection

Adults buying toys and collectibles is a growing trend that goes beyond nostalgia, tapping into the emotional ties consumers have with brands, hobbies, and communities. This shift marks a move toward more meaningful consumer experiences, with emotional connection at the forefront.

Description of the Trend: Toys as Emotional and Personal Investments

The rise of adult toy purchases highlights a broader cultural shift toward personal meaning in consumer spending. Beyond childhood memories, toys are now seen as a way to express individual identity, connect with communities, and engage in rewarding hobbies.

Key Characteristics of the Trend

• Nostalgia and Self-Expression: Consumers are purchasing toys not just for the memories, but also to express their identity or engage with fan communities.

• Brand Loyalty: High brand loyalty among toy buyers signifies that emotional ties to products drive continued consumer engagement.

• Hobby-Driven Purchases: Collecting toys is viewed as a fulfilling hobby, adding a layer of personal significance to these purchases.

Market and Cultural Signals Supporting the Trend

• Resurgence of Collecting: Collecting toys is becoming a popular hobby for adults, aligning with broader trends where hobbies are increasingly embraced as meaningful personal activities.

• Continued Influence of Nostalgia: Nostalgia remains a strong cultural force, driving consumer choices across various industries, from toys to entertainment.

What Is Consumer Motivation?

• Desire for Emotional Connection: Consumers are driven by the need to connect with products that resonate emotionally, whether for nostalgic reasons, self-expression, or community engagement.

• Self-Expression and Identity: Many adults buy toys and collectibles as a way to express their personality and interests, particularly within niche fan communities.

What Is Motivation Beyond the Trend?

• Personal Fulfillment through Hobbies: Collecting and engaging with toys serves as a fulfilling hobby, offering personal satisfaction and emotional well-being.

Descriptions of Consumers: Who Are They? What Drives Them?

• Consumer Summary:Consumers embracing the adult toy-buying trend are motivated by a variety of factors, from nostalgia for their childhood to a deeper connection with hobbies, brands, and fan communities. These adults are engaged in expressing their identities, finding joy in collecting, and maintaining connections with beloved brands.

• Demographics and Lifestyles:

  • Who Are They: Primarily Gen Z, Millennials, and Gen X, with a growing interest in toy collecting and fandom communities.

  • What is Their Age: 18-45 years old, with a significant portion of the buying trend driven by younger adults.

  • What is Their Gender: Both male and female consumers are part of this trend, though certain toy categories may appeal to different demographics.

  • What is Their Income: These consumers range from middle-income to high-income, as disposable income allows for purchases outside of basic needs.

  • Lifestyle: These consumers prioritize self-expression, nostalgia, and community, often engaging in collecting as a hobby or form of entertainment.

How the Trend Is Changing Consumer Behavior: A Shift Toward Meaningful Purchases

• Value Beyond Price: Consumers are less concerned with the cost of toys and more focused on the emotional or personal value these items bring.

• Increased Engagement with Brands: Consumers are becoming more loyal to brands that align with their values and offer a deeper emotional connection, reinforcing long-term relationships.

Implications Across the Ecosystem

• For Consumers: Adults buying toys are seeking deeper emotional fulfillment, making this a valuable market for brands that can offer more than just products—they provide a connection.

• For Brands and CPGs: Brands that can tap into nostalgia and personal identity will benefit from increased loyalty and long-term engagement with consumers.

• For Retailers: Retailers should look to cater to adult toy buyers by highlighting the emotional or nostalgic value of products, while also creating spaces where hobbyists and collectors can engage with brands.

Strategic Forecast: What's Next for Toy Purchases Among Adults?

• Expansion of Adult Toy Offerings: As the trend grows, expect more toys and collectibles designed specifically for adults, incorporating nostalgia and self-expression as key selling points.

• Focus on Emotional Connection: Brands will increasingly prioritize emotional engagement in their marketing, building stronger relationships with consumers by offering products that resonate deeply on a personal level.

Areas of Innovation (Implied by Trend)

• Limited Edition Collectibles: Releasing limited-run or special edition items could further engage adult consumers looking for unique, nostalgic products.

• Interactive Collectibles: Toys that allow for more interactive experiences, perhaps integrating technology, could appeal to adults seeking a more immersive hobby.

• Cross-Generational Appeal: Expanding toy lines to appeal to both children and adults could bridge generational gaps, making toys a shared cultural experience for families.

• Fan Community Integration: Creating products or platforms that engage adult collectors in a community setting could enhance the sense of belonging and loyalty to brands.

• Subscription Services: Offering subscription boxes for collectors could build on the hobbyist aspect of toy purchases, providing regular, curated collectibles directly to consumers.

Summary of Trends:

• Core Consumer Trend: Emotional Fulfillment through Toy Collecting: Adults are increasingly buying toys and collectibles not just for nostalgia but also for self-expression and hobby fulfillment.

• Core Social Trend: Nostalgia and Identity in Consumerism: Consumers are motivated by both nostalgic connections and the desire to express their identities through their purchases.

• Core Strategy to Follow Trend: Build Emotional Engagement: Brands should foster deeper connections with consumers by emphasizing the emotional value of their products.

• Core Industry Trend: Collecting as a Hobby for Adults: The trend of adult toy-buying and collecting signifies a shift toward finding personal meaning and community in these activities.

• Core Consumer Motivation: Personal Connection and Nostalgia: Consumers are driven by a desire for emotional fulfillment, identity expression, and connecting with brands that reflect their values.

Final Thought: The Emotional Power of Toy Collecting

The increasing popularity of adult toy buying signals a broader trend where consumers seek more than just functional products—they want items that foster emotional connections, nostalgia, and personal expression. Brands that embrace this shift can build long-term loyalty by tapping into deeper consumer motivations.

Source: https://civicscience.com/why-so-many-americans-are-buying-kids-toys-and-collectibles/