Season Special: The Changing Face of Fandom - Women lead market expansion as toy companies rethink how to reach a broader, more engaged audience

In a recent report by Lisa Whitaker Chief Trends Officer, LM Whitaker Consulting LLC, Women in Toys, Licensing & Entertainment Board Member) she finds “female consumers drove nearly two-thirds of the growth in toys purchased by adults last year? According to Circana, the adult buyer base is now split almost evenly between men and women — a striking 50/50 balance across an expanding range of categories. Adults have officially become the largest toy-buying demographic, toppling toddlers, and generating $7.6 billion in U.S. sales in 2024, up 11% year-over-year. Discovery and purchase behavior are shifting, too, and increasingly, it’s not a solo pursuit. A July 2025 Kids Industries study found that 75% of families “co-fan,” sharing fandoms across generations. In 89% of these households, kids lead the way in discovery, introducing parents to new entertainment and merchandise. Adults in these homes buy into the fun, engaging with content and purchasing products for both their kids and themselves.”

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The Circana Global Toy Report 2025 (across 12 key international markets) can he accessed here: READ HERE

LM Whitaker Consulting LLC / The Toy Book / Circana