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Adult-only households reportedly accounted for most U.S. toy sales in summer 2026

The New Yorker reports Build-A-Bear's share of adult and teen customers grew to 40 percent between 2020 and 2025.

The New YorkerTN
1 Source, 22m ago, first seen 22m ago

TLDR

The New Yorker says adult-only households reportedly accounted for the majority of U.S. toy sales in summer 2026. Its reporting describes toy companies courting adults through nostalgia and fandoms. Toy-industry veteran Sharon Price John says people are staying playful longer.

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1 Source, first seen 22m ago

7 likes1 comments4 saves

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1 Source

The New Yorker@NewYorkerThis summer, reportedly, adult-only households accounted for the majority of toy sales in the U.S., suggesting that childless grownups are rapidly becoming the main consumer base for action figures, trading cards, plushies, and other products traditionally designed for kids. But why? “We’ve pushed off adulthood and marriage,” Sharon Price John, a toy-industry veteran, explains. “People just stay very playful for a longer period of time.” Diego Lasarte heads to F.A.O. Schwarz to report on how arrested development became a marketing strategy: https://newyorkermag.visitlink.me/Noywz-1h
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    1 Source

    The New Yorker@NewYorkerThis summer, reportedly, adult-only households accounted for the majority of toy sales in the U.S., suggesting that childless grownups are rapidly becoming the main consumer base for action figures, trading cards, plushies, and other products traditionally designed for kids. But why? “We’ve pushed off adulthood and marriage,” Sharon Price John, a toy-industry veteran, explains. “People just stay very playful for a longer period of time.” Diego Lasarte heads to F.A.O. Schwarz to report on how arrested development became a marketing strategy: https://newyorkermag.visitlink.me/Noywz-1h
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