For the first time in history, adult men began to buy more toys than children (4 photos)

43% of adults purchased a toy within the last year. Most adult male consumers buy action figures, trading cards, and model kits.





For the first time in history, the demand for toys from adults exceeded the demand for toys among preschool children. Sales for this category of buyers in the toy market amounted to $1.5 billion from January to April.

Circana, which tracks consumer trends, described 18 and older as "the most important age group for the toy industry," pointing to a recent survey that found 43% of adults have purchased a toy within the past year.



"The reality is that most kids today don't play with physical toys the way previous generations did," said study author Dan Larson.

In the US alone, toy sales fell 8% last year to $28 billion, after rising 1% from a year earlier, according to Circana.





This year's numbers still look weak, with toy sales falling 1% in April from a year earlier and the number of units sold falling 2%, according to Circana.

Meanwhile, Lego has seen an increase in sales of sets for adults, particularly the Titanic set, which sells for $679.99, and the Star Wars Millennium Falcon, which sells for $849.99.

Another key trend is adults buying collectible plush toys reminiscent of the Beanie Babies and dolls that made a splash in the 1980s and 1990s.



Also, the majority of adult male consumers buy action figures, trading cards, and model kits.

"The primary consumer will always be children. But we're finding that the adult market is flexing its muscles and has reached an inflection point," said Greg Ahern, president of the Toy Association.