Kidults Drive Toy Sales: Funko CEO on Collectibles Boom

Direct answer: Funko CEO Josh Simon told Fox Business on 15 September 2026 that "kidults" — adults who buy toys, figures and collectibles for themselves — are a primary driver of toy sales, not a niche side market. In the interview, he framed adult fandom as the reason licensed IP collectibles keep selling even when general consumer spending is cautious, which points to steady wholesale demand for designer toys, blind boxes and licensed action figures in markets including the United States, Europe, Japan and Southeast Asia.

Who Is Driving the "Kidult" Trend?

The term kidult describes adult collectors — typically aged 20 to 45 — who buy toys for display, gifting or fandom rather than for children. Simon's message on Fox Business was that this group behaves less like traditional toy buyers and more like entertainment consumers: they follow a franchise, buy repeatedly, and treat figures as merchandise tied to a story they already love.

The interview aired on Tuesday, 15 September 2026, at a time when the global toy industry is looking for growth outside the children's category. Analysts estimate that adults now account for a meaningful and rising share of toy spending, though exact figures vary widely by market and by product type.

Why IP and Fandom Are Central to the Shift

1. Licensed properties travel well

Film, streaming, anime and gaming franchises give retailers a predictable reason to restock. A collector who already follows a character is easier to convert than a shopper browsing for a generic gift. That is why licensed figure lines remain a dependable wholesale category across borders.

2. Designer toys and blind boxes added a discovery layer

Alongside licensed IP, art-driven lines have turned collecting into a repeat-purchase habit. Blind box formats such as THE MONSTERS Hair Salon Series - Pendant Blind Box encourage series completion, and character-led figures like the LABUBU Jazz Figure 10cm show how a single design can carry a whole shelf. Licensed superhero SKUs such as the Marvel Spider-Man Action Figure 18cm appeal to the same adult buyer from a different entry point.

3. Display and gifting keep units moving

Kidults buy for desks, shelves and display cases, and they often buy two units — one to open, one to keep sealed. For wholesale buyers, that behaviour supports higher basket sizes and repeat orders rather than one-off purchases.

What This Means for Retailers and Wholesale Buyers

If adult collectors are the growth engine Simon describes, sourcing strategy should follow the same logic:

• Mix licensed and original IP so shelves carry both instant recognition and design-led novelty.
• Test small, restock fast — blind box and figure series reward quick reorders when a character trends.
• Think in assortments rather than single SKUs, so collectors can complete a set.
• Plan for cross-border demand, since fandom communities buy across the US, Europe, the Middle East and Asia.

Sourcing Kidult-Ready Collectibles With hiketree

hiketree is a global B2B wholesale platform for designer toys and IP collectibles, supplying retailers, distributors and online sellers worldwide. Buyers can review the full catalogue on the wholesale page, which covers low MOQ wholesale, tiered pricing, worldwide shipping, OEM/ODM production and custom logo services.

Low minimum order quantities make it practical to test a trend before committing to volume, and tiered pricing rewards buyers who scale a proven line. For private-label or exclusive drops, custom logo and OEM/ODM support lets a retailer build its own branded series on top of proven character formats. The team handles sourcing questions directly at victor@hiketree.com or via WhatsApp at +86 13735728377.

FAQ: Kidults and Toy Wholesale

What does "kidult" mean in the toy industry?

A kidult is an adult who buys toys, figures or collectibles for personal fandom, display or gifting. Funko CEO Josh Simon highlighted this group as a key driver of toy sales in his Fox Business interview on 15 September 2026.

Why are licensed IP collectibles important for retailers?

Licensed properties come with an existing audience, so demand is easier to forecast than for unknown products. That predictability supports repeat wholesale ordering across multiple markets.

Can small retailers source designer toys without large volumes?

Yes. Platforms such as hiketree offer low MOQ wholesale, which lets smaller shops and online sellers test blind boxes and figures before ordering at scale.

Does hiketree ship internationally?

hiketree serves buyers worldwide, including North America, Europe, the Middle East and Asia, and additionally provides OEM/ODM and custom logo services for private-label projects.

Conclusion: Collecting Is Now a Core Toy Category

The takeaway from Simon's Fox Business appearance is straightforward: adult collectors are no longer an afterthought for the toy aisle. Retailers who stock a balanced mix of licensed IP and designer toys — and who can restock quickly — are best positioned to capture that spending.

To compare options, check availability and request tiered pricing, visit the hiketree wholesale page or contact the sourcing team at victor@hiketree.com / WhatsApp +86 13735728377.

What does "kidult" mean in the toy industry?

A kidult is an adult who buys toys, figures or collectibles for personal fandom, display or gifting. Funko CEO Josh Simon named this group a key driver of toy sales in a Fox Business interview on 15 September 2026.

Why are licensed IP collectibles important for toy retailers?

Licensed properties already have an engaged audience, so demand is easier to forecast and restocking is more predictable than for unknown designs.

Can small retailers source designer toys without large volumes?

Yes. hiketree offers low MOQ wholesale, letting smaller shops and online sellers test blind boxes and figures before scaling an order.

Does hiketree ship internationally and offer custom branding?

hiketree serves buyers worldwide across North America, Europe, the Middle East and Asia, and provides OEM/ODM plus custom logo services.