Adult Toy Market Expansion: Millennial 'Kidult' Consumption Trend
HAS Hasbro Inc
$109.52 +11.20%
View chart & analysis → - 157% of Gen Z and Millennials who purchase blind boxes or mystery boxes for themselves exhibit this trend.
- 2According to Circana, adult-oriented figures accounted for 55% of US toy sales in the first half of 2026.
- 3Hasbro reported that Wizards of the Coast's third-quarter revenue rose 31%.
So what's the key point?
Younger generations are increasingly buying toys for themselves. Hasbro saw results with a 31% increase in related revenue.
Source Fortune · View original ↗
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