B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
18%
18% -- year over year growth rate for North American adults (2025)
Toy purchases by adults aged 18+ in North America grew by 18% year-over-year.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
18%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
83
Source
Circana
Primary
Tier A
https://www.globalbrandsmagazine.com/welcome-to-the-kidult-era/ ↗
Source Article
Welcome to the Kidult Era: Toys Driving Global Sales
Welcome to the Kidult Era: Where Toys Are Serious Business
- A growing share of global toy purchases is now coming from adults buying for themselves.
- From limited-edition Lego to viral Squishmallows, the toy aisle is growing up.
Wait — Adults Are Buying More Toys Than Ever?
Yep. And it’s not even …
Original Research
Circana
· Original study ↗
Methodology
Circana data
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Plain Text
North American adults: 18% year over year growth rate. Source: Circana (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/north-america-adult-toy-purchase-growth-2025
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<blockquote cite="https://lighthousedata.io/data/north-america-adult-toy-purchase-growth-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>18%</strong> -- year over year growth rate for North American adults<br><small>Source: Circana (2025) · <a href="https://lighthousedata.io/data/north-america-adult-toy-purchase-growth-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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