The adult and teen demographics fuel significant growth in the U.S. toy market, marking a six-year high in first-half sales.
The U.S. toy industry is witnessing a notable surge in sales, with figures showing a 17% increase in dollar sales year over year for the first half of 2026, according to a report from Global Toy News. This marks the industry’s strongest first-half performance in six years. Notably, adult consumers are driving this boom, with purchases amongst those 18 and older growing by 25%. Astonishingly, adult-only households now account for 55% of toy sales. Teens between 12 and 17 years old also play a significant role, with their purchases increasing by 33%. Together, these two groups are responsible for nearly 60% of the dollar gains within the industry.
In other industry news, the Toy Association has secured a five-year commitment to hold the Toy Fair ® at New York’s Javits Center, locking in the location and February timing through 2032. This decision provides much-needed stability in an industry that values long-term planning for product development, retail strategies, and international travel plans. This move will likely reassure stakeholders who have been concerned about potential shifts in timing or location for the flagship U.S. marketplace.
Meanwhile, licensing continues to be a cornerstone of the toy market’s expansion. JAKKS Pacific has extended its licensing agreement with Fred Rogers Productions and 9 Story Brands to continue creating toys based on the cherished PBS Kids series **Daniel Tiger’s Neighborhood**. Maintaining its role as the master toy licensee since the series began in 2012, JAKKS Pacific plans to refresh its product lines with new figures and playsets. This renewal comes just ahead of the series’ 15th anniversary in 2027, indicating a sustained commitment to this evergreen brand.
Finally, marking a significant milestone, Geppetto’s Toys is celebrating its 50th anniversary across its nine locations in San Diego. According to ToyBook, the store will host a family-friendly event featuring activities, giveaways, and an exclusive 50th Anniversary NeeDoh on September 19. As the largest independent toy retailer in the U.S., Geppetto’s celebration underscores the enduring appeal of physical toy stores in a market increasingly dominated by online portals.
