Young adults have been fueling the “kidulting” trend for a while now—reconnecting with toys, games, and kids’ media in their adulthood, or just not giving them up as they age up. YPulse first explored this trend among Millennials in 2020 with our Playtime report, and again among Gen Z last year with our Kidulting trend report. But at this point, it’s not just a trend anymore—for them, it’s a lifestyle. Toys are part of everything from the latest fashion accessories to the inspiration behind IRL-themed experiences. That’s why YPulse created our new yearly Toys and Play report to explore why young consumers are embracing play, what toys they’re buying, and what brands need to know to reach them. YPulse data shows 88% of 13-39-year-olds have bought some kind of toy for themselves, and they’re not embarrassed to say it. In fact, 79% of 13-39-year-olds agree, “There’s no shame in an adult buying toys for themselves.”  

A big factor to understand is that toy buying isn’t just about nostalgia for them. Young adults buying toys and games are feeding new interests, finding comfort, and simply craving fun as grown-ups. Of course, it is sometimes about connecting with their inner child: over half (53%) of 18-24-year-olds and 43% of 25-39-year-olds say they’ve bought toys they wanted as kids but couldn’t have back then. Now that they have more disposable income, Gen Z and Millennials are channeling their spending into products that make them happy—and it’s paying off for toy companies. “Kidults” are driving so much demand that last year, adult sales outpaced preschooler sales for major toy brands. But it’s not just the big names getting their love—the ones kidults deem their favorites extend beyond the familiar faces.  

In YPulse’s Toys and Play report, we ask 13-39-year-olds what their favorite toy brands are and why* as an open-end question. We’re not just showing teens and young adults, because after all, these kidults are adults, not just young gens who are just now starting to enter their adulthood. Our data shows that these young gens’ favorite toys brands are the ones that balance nostalgia and innovation, growing up alongside their audience: 

LEGO is young people’s number one favorite toy brand  

• LEGO is 13-39-year-olds’ top favorite toy brand 
  • “LEGO [because] building Legos is fun no matter how old you are” - Male, 13-years-old
• YPulse’s Toys and Play report shows building kits, like LEGO, are among the top five toys 13-39-year-olds have purchased for themselves
  • “LEGO [because] there is a lot of opportunity for creativity, and they are constantly coming out with cooler builds” - Male, 15-years-old
  • “LEGO [because] I’ve been playing that since I was kid and honestly, I still feel that toy is a brain-stimulating game” – Female, 26-years-old
  • “LEGO [because] I played with that a lot when I was a kid and also my kids love them too” – Male, 34-years-old 
• LEGO is also embracing its adult consumers by incorporating these gens’ favorite pop culture refs into their products—think Twilight, Harry Potter, and Star Wars  
• Plus, a community of LEGO influencers have emerged, sharing their builds and content, further fueling the interest among young consumers  
• Building sets can also be a mindfulness tool, helping young adults disconnect from the stress of school and work 
  
  • Our data shows 18% of 13-39-year-olds say they play with toys to disconnect from the world
  • “LEGO [because] it’s helped me unwind and relax and construct something I can keep forever” – Male, 13-years-old
  • “LEGO [because] I find it very relaxing putting Legos together. It’s a good distraction to everyday life” – Female, 30-years-old 

For young females, Barbie is one of their favorites because its familiar and inclusive  

• Barbie and its creator Mattel rank as young females’ second and third favorite toy brands 
• It’s not just because is Barbie one of the biggest toy brands, or even the biggest movies in recent history—they have a personal connection to it 
  
  • “Barbie [because] it’s just a brand I’ve known since I was little, and I love the dolls. I used to watch Barbie on TV” – Female, 16-years-old 
    
  • “Barbie [because] my parents bought me a Barbie on my 3rd birthday, and I have been using this ever since, but I’m 17 now and I just like my collection” -Female, 17-years-old
  • “Mattel because [Barbie] is a classic!! I am 34 and still love all things Barbie” – Female, 34-years-old
• YPulse data also shows that dolls, Barbie in particular, were among young females’ favorite toys growing up, so there’s lifelong connection
  • YPulse’s Toys and Play report shows 22% of young females have bought themselves dolls, with 18% purchasing them within the last year 
  • This brand is also marketing right to adults: Barbie just launched a social campaign of a female friendship duo line, modeled after notable female friendships, where both kids and adults who know these figures can relate to them—but let’s be real, the influencer besties were for the grown-ups!   

Hot Wheels is young males’ favorite because it offers affordable collectibles  

• Hot Wheels is young males’ fourth favorite toy brand, following LEGO and major toy producers Hasbro and Mattel—the latter of which is, once again, the maker behind this toy 
• Our data shows 26% of 13-39-year-old males have bought themselves toy trucks/cars, with another 21% buying model cars and 20% remote control ones
• When we ask about their favorite toys growing up, they mention toy cars again—the top answer after LEGO—specifically highlighting Hot Wheels 
  
  • “I love Hot Wheels because of the vast range of cars and styles. They have several different qualities and price ranges as well. I’ve been into them as long as I’ve been alive almost!” - Male, 18-years-old 
  • “Hot Wheels [because] I am a car enthusiast, and I’ve always had a car collection since I was small. And Hot Wheels has lots of cool cars” – Male, 25-years-old 
    
  • “Mattel [because] they’re the maker of Hot Wheels and ever since I was little always got Hot Wheels cars” – Male, 39-years-old
• Starting at $1.25 a piece, Hot Wheel’s price is definitely a draw—in fact, the toys cost less than they did in 1968, when they retailed for 69-89 cents; that’s roughly $6 to $8 in today’s dollars
• YPulse’s Hobbies and Passions report shows that while trading cards are young males’ top collectible item (25%), it’s followed very closely by toys (24%) 
  
  • Given that young males are more likely than females to play with toy cars, it’s likely that Hot Wheels are a significant part of their collections

• Hot Wheels enthusiasts are trading in Facebook groups and IRL gatherings, where they bring cars to sell, trade, or discuss in detail about with other collectors
• The brand itself is catering to these young collectors’ desires by offering exclusive cars through their Red Line Club, which gives members access to special collections 

Other faves, in their own words… 

• “Bratz [because] they’re pretty, all about fashion and makeup, and that describes my personality” – Female, 15-years-old 
• “Squishmallows [because] I love all the characters that they come up with they could be animals, food or plants it’s pretty awesome and I love how they comfort me” – Male, 26-years-old 
• “Toys “R” Us [because] I remember during my childhood, me and my parents always go there, and it was like heaven for me. I remember that there were all the best toys in the world” - Male, 25-years-old 
• “Mattel [because] growing up as a kid my mother always bought me Mattel toys. It was the best day of the year waking up on Christmas. Opening presents with my siblings having a great dinner with my family friends and loved ones” - Female, 38-years-old