Adults Who Love Toys? The Toy Industry Loves Them, Too

58% of adult respondents bought toys and games for themselves. US toy sales have surged 37% over two years, to $28.6 billion in 2021, according to NPD Group. Industry executives say they’ve seen enough evidence that the segment is growing to roll out new products and marketing just for adults. In 2020, Lego A/S launched a marketing campaign called “Adults Welcome” and introduced a $170 Lego Starry Night painting and a $400 Lego Technic Ferrari.