Adult women drive surge in toy sales

The U.S. toy industry is experiencing a massive surge, driven by an unexpected demographic: adult women. Market research firm Circana says toy sales grew 13% this year through April compared to last year, with more than half of that growth coming from women. Overall, adults accounted for 35% of the market’s expansion. Sensory, squishy toys like NeeDoh are the most popular — which have gone viral via TikTok Shop — as well as ASMR content, or toys that create a relaxing, tingling sensation. Top segments also include games and puzzles and Pokémon games. The report notes that the market is “seeing a clear shift toward mid-tier and premium price bands.”