Culture & trends
Why Grown-Ups Are Buying Blind Boxes, and What It Says About Us
The short answer: Adults have become the fastest-growing group of toy buyers in the US, and collectibles grew 32% worldwide in 2025, according to market researcher Circana. Pop Mart, the company behind Labubu, nearly tripled its revenue in 2025. The reasons go beyond hype: a small, affordable surprise, a character that reflects how you feel, and a reason to connect with other people. The best collectibles last because people see themselves in the characters.
Figures as of October 30, 2026, from Circana (June 3, 2025 and January 27, 2026) and Reuters (April 2, 2026).
How big is the grown-up toy boom?
Big enough that the toy industry now plans around it. In the first quarter of 2025, toy sales to adults 18 and older grew 12% from a year earlier, making adults the fastest-growing age group, and adults spent $1.8 billion, more than any other age group, according to Circana (Circana, June 3, 2025).
Collectibles are leading the way. Across the 12 global markets Circana tracks, collectibles grew 32% in 2025 and now make up almost 19% of toy dollar sales, while the overall market grew 7% (Circana via The Toy Association, January 27, 2026).
| Category | Growth vs. 2024 |
|---|---|
| Collectibles | 32% |
| Total toy market | 7% |
Source: Circana, 12 tracked global markets (January 27, 2026)
What happened with Labubu and Pop Mart?
Pop Mart, the Chinese designer-toy company whose blind boxes include Labubu and The Monsters, reported 2025 revenue of 37.12 billion yuan (about $5.38 billion), up 185% from 13.04 billion yuan in 2024. Profit attributable to owners rose 308% (Reuters via Interaksyon, April 2, 2026).
| Category | Revenue, billions of yuan |
|---|---|
| 2024 | ¥13.04B |
| 2025 | ¥37.12B |
Source: Reuters (April 2, 2026)
Reuters also reported that investors worry about how much the company depends on one hit character. That's a lesson in itself: a character can explode on hype, but it lasts on meaning.
Why do adults love a blind box?
Talk to collectors and you'll hear the same few reasons.
- It's a small, safe surprise. In a year of big uncertainties, a blind box is a thrill you can afford and hold in your hand.
- It's a feeling you can see. People pick characters that look the way they feel: grumpy, sleepy, dramatic, brave.
- It's a reason to connect. Trading, unboxing videos and "which one did you get?" turn a solo purchase into a shared hobby.
- It's permission to play. Many adults grew up fast. Collecting lets them be a little silly without apology.
It's not only blind boxes. Circana found that 19% of adults had bought Pokémon trading cards for themselves in the previous six months, and only about a quarter of those buyers actually play the card game (Circana, June 3, 2025). People are collecting for the joy of it.
Which Family Zoo characters explain the craze?
Chaos Cat is the blind box spirit animal: the spark, the dare, the surprise. His line is "Rules? Never heard of 'em." The little jolt of not knowing what's inside is pure Chaos.
Drama Llama explains why we pick favorites. Every feeling is a Broadway opening night for Drama, and collectors choose the characters that let them say, "This is SO me."
Chill Panda is the other half of the story: the deep breath. For many adults, arranging a little shelf of characters is a calm ritual at the end of a loud day.
Why does this matter for Mighty Su?
Because most collectible lines are built for hype and scarcity, and fewer are built for emotional continuity. Mighty Su starts from the other end. Each of the nine Family Zoo characters is a personality you already know: the overworker, the worrier, the know-it-all, the giver, the mischief-maker, the drama queen, the calm one, the protector and the guardian who holds them together. When the plush and blind boxes arrive, the hope is that you'll already know who you're hoping to unbox, because you've met them in your own family.
The Zookeeper's take
Grown-ups don't really buy blind boxes for the toy. They buy them for the moment: the surprise, the giggle, the friend you text a photo to. That's not childish. That's human. Find the little things that bring you joy and let yourself enjoy them, then share them. Joy grows when you hand it to someone else.
FAQ
Are adults really buying more toys? Yes. Circana reported that toy sales to adults 18+ grew 12% in the first quarter of 2025, the fastest of any age group, and that adults spent $1.8 billion that quarter.
How fast are collectibles growing? Across 12 global markets tracked by Circana, collectibles grew 32% in 2025 and accounted for almost 19% of toy dollar sales.
How big did Pop Mart get? Pop Mart reported 2025 revenue of 37.12 billion yuan (about $5.38 billion), up 185% from 2024, according to Reuters.
Will Mighty Su have blind boxes? Mighty Su plush and blind boxes are in development and will launch with SuPlushies retail partners first. Join the Family for early news.
