The Rise of Collector Culture: Why Adults Are the New Toy Market | By: David Gibbens

Once upon a time, toys were just for kids. You’d get a birthday gift, lose a few accessories, maybe break an arm off, and toss it all in a box before moving on to the next big thing. But today? That same box might be worth hundreds—and it's adults who are fueling the frenzy.

The rise of collector culture has changed the toy industry from top to bottom. It’s not just about nostalgia anymore—it’s about passion, investment, community, and curation. And it’s only growing.

Adults Now Dominate the Toy Aisle

Data from the Toy Association and major retailers shows that “kidults”—adults who actively buy toys for themselves—now represent over 40% of the toy-buying market. That number is expected to grow. Why?

• Nostalgia hits hard: Millennial and Gen X collectors now have disposable income and a deep emotional connection to brands like Marvel, Star Wars, TMNT, and Transformers.

• Display is the new play: Toys are no longer tossed in bins—they’re posed, photographed, and proudly displayed like art.

• The collector economy is real: Between limited editions, short production runs, and aftermarket values, toy collecting is also part of a real investment culture.

More Than Toys—It’s Identity

For many collectors, toys aren't just collectibles—they're identity markers. Owning a full Spider-Verse shelf, a pristine Gundam build, or a full wave of retro TMNT reissues is about more than fandom—it's storytelling, community, and even mental wellness.

Social media plays a major role here. Toy photography, collector YouTube channels, TikTok hauls, and Instagram shelfies have created a global network of fans showing off their collections and supporting one another.

How the Industry Is Responding

Manufacturers aren’t just noticing—they’re leaning in. Take a look:

• Hasbro’s Marvel Legends and Star Wars Black Series are loaded with collector-first features: articulation, accessories, and packaging designed to display.

• McFarlane’s DC Multiverse line targets adult collectors with comic-accurate sculpts and short-run variants.

• Jada Toys has made huge waves with their Street Fighter and Mega Man lines—clearly built by fans, for fans.

Even retailers like Target and Walmart have created dedicated “Collector Spot” and “NECA Haulathon” sections to cater to this exploding market.

Where New Meta Fits In

At New Meta, we live and breathe this culture. We’re not just reselling toys—we’re part of the same hunt, the same excitement, and the same shelf space struggle as our customers.

Our mission is simple: make it easier for collectors to get what they love without the stress. That means:

• Transparent pre-orders (no guessing games)

• Careful shipping (because condition matters)

• Curated selections from top lines and emerging favorites

Final Thought

The toy industry has grown up—and so have the fans. What used to be a trip down memory lane is now a thriving, creative, and competitive space where adults are the biggest players.

And honestly? We’re just getting started.