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Toy Industry's Big Shift: ONE's Insights on Kidults & Sourcing
A powerful combination of new consumer demographics and evolving manufacturing strategies is reshaping the global toy industry. While overall shipping volumes remain robust, the underlying drivers have fundamentally changed. The traditional playbook—focused on children and concentrated production in China—is becoming obsolete, challenged by a surge in demand from adult consumers, known as "kidults," and a strategic manufacturing diversification to emerging hubs in Southeast Asia. For shippers and brands, understanding and adapting to these two powerful forces is now the key to unlocking future growth and building a resilient supply chain.
Source: S&P Global Market Intelligence.
Why is the adult consumer now a key driver of the toy market?
The toy industry's most significant growth area is no longer children, but adults. This "kidult" segment, comprising adults purchasing toys for themselves, grew from just 9% of total U.S. toy sales in 2019 to a substantial 17% in 2023. This trend is fueled by nostalgia, a desire for stress relief, and rising purchasing power. Beyond these factors, the trend is accelerated by the changing concept of toys themselves, which are shifting from playthings to collectibles.
This is evident in the rise of "gamified scarcity," seen in products like blind boxes that harness the psychological appeal of surprise and limited availability. Their affordable price point lowers the barrier to entry, driving habitual, cumulative spending as collectors hunt for secret figures, which in turn reinforces brand prestige through the secondary market.
Source: S&P Global Market Intelligence.
How is the manufacturing map for toys being redrawn?
To mitigate supply chain risks, the diversification of manufacturing into Southeast Asian hubs like Vietnam and Indonesia is accelerating. This presents both opportunities and logistical challenges, requiring resilient and flexible supply chains that can adapt to new trade lanes and local infrastructure in emerging manufacturing centers.
What are the key products driving the market?
While traditional toys remain popular, the market's momentum is increasingly driven by specific high-growth categories. Collectibles, building sets, games and puzzles are outperforming other segments, reflecting the influence of the "kidult" consumer. This product mix shift impacts everything from packaging to shipping requirements, as demand grows for items that are often more complex and high-value than traditional children's toys.
Building a Resilient Toy Supply Chain with ONE
Navigating this new paradigm requires a partner with a vast, integrated global network. Moreover, as the market evolves to include high-value, life-sized collectible toys, new logistical questions around specialized shipping and cargo care arise. Answering these requires more than just capacity—it demands expertise.
Ocean Network Express (ONE) understands these complex dynamics. Our extensive network, spanning 120 countries, provides the reliable and flexible container shipping services needed to connect new manufacturing hubs with shifting consumer markets. As your Number ONE Shipping Partner, we ensure even your most unique and valuable products reach their destination efficiently and safely.