Walk into any toy store these days, and you might notice something a little surprising: it’s not just children who are wide-eyed with excitement. According to CTV News, adults are now driving a major surge in toy sales, fueling what’s been dubbed the ‘kidult’ trend. This movement, which has steadily gained momentum over recent years, is reshaping the toy industry and changing the way people of all ages think about play.
On August 23, 2025, CTV News reported that this trend isn’t just a passing fad. Adults are actively seeking out toys, collectibles, and games, not just for their children or as gifts, but for themselves. The reasons are as varied as the toys on the shelves: nostalgia, stress relief, and a desire for simple, screen-free fun in an increasingly digital world.
But what’s behind this ‘kidult’ surge? The answer, it seems, is a perfect storm of pop culture, pandemic-era introspection, and a shifting understanding of adulthood. As Amanda, a product researcher at the Good Housekeeping Institute, explained, “We’ve noticed a growing number of adults engaging with toys they loved as kids, as well as new products designed just for them.” According to Good Housekeeping, the hottest toys of 2025 are a blend of old favorites and innovative new releases, often inspired by beloved TV shows and movies like How to Train Your Dragon, Moana 2, and Bluey.
This year’s Toy Fair, a major industry event, showcased thousands of toys set to hit shelves in the coming months. Good Housekeeping’s team—who test and review toys year-round—predicts that 2025’s bestsellers will span a wide range of interests and ages. Their annual Best Toy Awards list, released on August 22, highlights products for everyone from toddlers to teens, and yes, adults too.
Some of the most popular trends include new varieties of slime (a perennial favorite that’s been given fresh twists for this year), casual games that emphasize physical skill, and do-it-yourself fashion and building sets. There’s also a resurgence of classic characters and retro toys, now updated for a new generation—or, in many cases, for the grown-ups who loved them first.
“We made sure there was something for everyone on the list,” Amanda told Good Housekeeping, emphasizing that today’s toy market is more inclusive than ever. “From toddlers to teens, and even adults, there’s a toy out there for every age and interest.”
Why are adults so drawn to toys right now? For many, it’s about recapturing a sense of joy and wonder that’s often lost in the daily grind. Jessica, a freelance writer and mom of two who contributes to Good Housekeeping, described the appeal this way: “There’s something comforting about holding a toy you loved as a kid. It brings back memories, but it’s also a reminder that it’s okay to have fun, no matter how old you are.”
Others point to the social aspect of toys and games, which offer a break from screens and a way to connect with friends and family. Alec Scherma, Good Housekeeping Institute’s test engineer, noted that casual games and building sets are especially popular among adults looking for group activities. “People want to unplug and spend time together,” he said. “Toys make that possible, whether it’s a quick game night or a longer building project.”
Pop culture is also playing a significant role. Nostalgic franchises like How to Train Your Dragon and Moana 2 have inspired new lines of toys that appeal to fans of all ages. Meanwhile, quirky collectibles like Labubu and designer figures have created a thriving market for adult collectors. As Good Housekeeping reported, some of the year’s most anticipated toys are already generating buzz among grown-up fans, many of whom are eager to get their hands on limited-edition releases.
Retailers have taken notice, too. Toy stores and online shops now cater to ‘kidults’ with dedicated sections for collectible figures, high-end building kits, and nostalgia-driven board games. Even mainstream brands have embraced the trend, launching marketing campaigns that target adults as much as children. According to CTV News, this shift has contributed to a significant increase in overall toy sales, with adults accounting for a growing share of the market.
“The Shopping Trends team is independent of the journalists at CTV News,” the outlet clarified, noting that the surge in adult toy buying is backed by solid sales data, not just anecdotal evidence. While the pandemic may have accelerated the trend—giving people more time at home and a reason to seek comfort in familiar pastimes—the underlying desire for play and creativity was always there, just waiting for permission to come out.
It’s not all about collecting, either. Many adults are embracing toys as tools for relaxation and mindfulness. Slime, for example, isn’t just a kids’ craze; it’s also a popular stress-reliever among adults. DIY fashion and building sets offer a hands-on way to unwind after a long day, while casual skill games provide a healthy dose of competition and laughter.
Of course, not every toy is designed with adults in mind—but the lines are blurring. Good Housekeeping’s list of 2025’s best toys includes products that appeal to a wide range of ages, reflecting the reality that play is a universal need. “We’ve seen parents, grandparents, and even young professionals getting involved,” Amanda said. “It’s not unusual to see a family gathered around a new board game, or a group of friends building something together on a weekend.”
For the toy industry, the ‘kidult’ trend represents both a challenge and an opportunity. Brands must balance the nostalgia and sophistication that adults crave with the fun and accessibility that make toys appealing to everyone. But if the current surge in sales is any indication, the market is more than up to the task.
As Marisa LaScala, a parenting editor at Good Housekeeping, observed, “Toys have always been about more than just play. They’re about connection, creativity, and joy. It’s wonderful to see people of all ages rediscovering that.”
With new releases from favorite franchises, innovative twists on classics, and a growing acceptance of play at every age, the toy world in 2025 is more vibrant—and more inclusive—than ever. Whether you’re a lifelong collector or just looking for a little fun, there’s never been a better time to be a ‘kidult’.
