Sales of toys marketed to adults have risen sharply in recent years. More and more adults are buying products like collectible figures, building sets, and reissues of toys from their childhood. This trend is part of a cultural shift known as "kidulting," where adults embrace elements of play, whimsy, and nostalgia as a way to cope with the pressures of modern life. Experts say this isn't a new phenomenon. For example, the 1990s saw a surge in popularity for items like Beanie Babies, Tamagotchis, and Furby, while more recent trends include Silly Bandz and the revival of Pokémon cards. Lynn Rosenblum, an associate professor of toy design at Otis College of Art and Design, notes that the number of adults buying toys for themselves has grown significantly. In the first half of 2025, U.S. sales of toys for people aged 18 and older rose by 18 percent, with similar growth among both men and women. Rosenblum points to nostalgia as a major driver of this trend, explaining that many adults are drawn to toys that remind them of their childhood. These products appeal to people who still enjoy collecting, building, or owning toys that have sentimental value. Kiki Jacobson, a licensed mental health therapist, adds that social media has played a key role in amplifying this trend. Platforms use algorithms to track user behavior and promote content such as unboxing videos, surprise reveals, and limited-edition "drops." These strategies encourage a sense of urgency and scarcity, making toys more appealing. Adults cite three main reasons for buying toys: comfort, community, and collecting. Comfort comes from the familiarity of childhood items, community is formed through shared interests, and collecting provides excitement and the satisfaction of completing sets or acquiring rare items. Lego has become one of the most popular toys among adults, with sets like the botanical collection appealing to both nostalgia and specific hobbies. Other items include Bratz dolls sold in blind boxes, Pokémon cards, and fidget toys like squishies and putty. Nostalgia is also evident in products like the 4-inch fully poseable Teenage Mutant Ninja Turtles figures, which bring back memories of classic Saturday morning cartoons. These toys not only offer entertainment but also serve as a connection to the past, providing both comfort and a sense of belonging in the present.