Childless adults now outspend parents in toy purchases, says Jazwares president

Circana’s latest market data indicates that adults without children have overtaken parents as the primary purchasers of toys in 2026, securing more than half of all units sold in the first half of the year. Jeremy Padawer, who leads Jazwares—a company that licenses Pokémon, Squishmallows and other brands—explains that the adult collector segment now drives the industry, a development he expects to monitor going forward.

While traditional family-focused brands like Barbie, LEGO, and Marvel still generate billions, products such as Squishmallows have been successfully marketed to consumers aged 16 and older, resulting in sales exceeding half a billion units. The broader shift includes a surge in adult-oriented games and puzzles, with Hasbro reporting $1.72 billion in revenue from titles like Dungeons & Dragons and Magic the Gathering. Padawer attributes the change to the increasing cultural relevance of licensed toys and the nostalgia of adults who grew up with franchises now re-engaging them as collectors. This consumer evolution has even prompted Toys R Us to announce the opening of 120 new stores by the holiday season, betting on continued adult demand.