Why Adults Are Walmart’s Secret Weapon in the Growing Toy Market
The Toy Aisle Has Grown Up
Toy sales in the U.S. are picking up speed in 2025. According to Circana’s latest report, dollar sales rose 6% and unit sales climbed 3% during the first half of the year. After three years of flat pricing, average selling prices also increased by 3%.
But here’s the real story: the strongest growth didn’t come from kids. It came from adults.
Toy sales for recipients 18 and older jumped 18% year over year, with equal contribution from both men and women. That’s not a small swing. In fact, this adult-led growth outpaced every younger age group tracked by Circana, including the 9 to 11 and 12 to 17 brackets.
For Walmart-focused brands, this shift represents a clear opportunity to diversify their approach—especially heading into the holiday season.
The “Kidult” Consumer Is Now the Core Consumer
The term “kidult” may sound like a trend, but it’s become a cornerstone of the toy business. In 2022, the NPD Group reported that adults already made up nearly a quarter of all U.S. toy sales. Today, that influence is even more pronounced.
These buyers aren’t just picking up gifts for others. They’re shopping for themselves. Many are drawn to licensed toys that tap into nostalgia, gaming culture, or fan-favorite franchises. Others seek stress relief or creative outlets through puzzles, collectibles, and DIY kits.
According to the Toy Association’s 2025 trend report, this audience is now seen as an essential part of the market. These shoppers care about quality and storytelling. They browse in-store, buy online, and share their finds socially. In short, they shop differently—and they buy differently.
What’s Working in 2025
Circana’s data shows that seven of the eleven toy supercategories posted gains in the first half of the year. Games and puzzles led the charge with a 39% increase, followed by explorative toys, up 19%. Other categories showing growth include youth electronics, action figures, building sets, arts and crafts, and vehicles.
Licensed toys continue to be a powerhouse. They now account for 37% of U.S. toy sales and saw an 18% increase in dollar volume this year. Every top growth property was tied to a licensed brand or piece of content—often from a video game, TV series, or movie.
This creates a clear playbook. If a toy connects to something adults already love, they’re more likely to buy it.
Walmart Is Already Catering to This Trend
Walmart isn’t just a destination for kids’ birthday gifts anymore. A quick scan of the toy aisles and digital shelves reveals exclusive releases from major fandoms, premium-priced bundles, and adult-friendly packaging that appeals to collectors.
Some of the strongest performers are tied to franchises like Star Wars, Stranger Things, The Legend of Zelda, and Minecraft. Walmart has also leaned into collector-focused formats like Funko Pops and special edition building sets, often promoting them around key events like Comic-Con and holiday resets.
This gives suppliers an important lane to explore. The adult audience doesn’t need to replace the kid segment—but it can enhance the assortment and improve margin mix when approached thoughtfully.
Strategic Implications for Walmart Suppliers
With holiday planning already in motion, here are four key takeaways to keep in mind:
- Design for Dual Audiences
Adults and kids are both active toy buyers now. Consider parallel strategies that offer mass-market appeal alongside collector editions or nostalgia-driven products. - Prioritize Licensing and Storytelling
Every top-performing property this year is licensed. Strong storytelling tied to recognizable content can justify higher price points and drive repeat purchases. - Elevate Your Digital Shelf
Adult buyers often research online before making a purchase. Clear product detail pages, unboxing videos, and strong reviews can influence conversion. - Be Early and Be Visible
Circana notes that many consumers are still hesitant to spend more later in the year. That creates an opportunity for earlier promotional pushes and in-store visibility, especially for limited-release or premium items.
Final Thoughts
The biggest surprise in toys this year isn’t a hot new character or a tech-enhanced playset. It’s the fact that more adults are buying toys—for themselves, their friends, and their fandoms.
This shift isn’t a one-time trend. It’s a realignment of what the toy market looks like and who it’s built to serve. For Walmart suppliers who recognize this early, there’s a clear path to growth in a category that just got a lot more dynamic.
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