Nostalgia, Toys, and Profit: The Shift to Adult-Oriented Marketing

In recent years, the toy industry has undergone a significant shift in marketing strategies. Having once catered solely to children, toy companies are marketing towards adults who yearn for their childhood that has passed. Focusing on nostalgia, collectibles, and re-releases, adults make up a significant portion of the toy market.

Nostalgia as a Marketing Strategy

Nostalgia-core is a trend that brands use to capitalize on people’s desire to recreate an idealized past. Rather than simply recreate popular items, brands use strategies like limited releases to create a sense of urgency alongside the feeling of nostalgia. Limited-edition Barbies, vintage LEGO sets, and rare Pokémon cards are no longer just kids' playthings—they’re collectibles that appeal to adults looking to reconnect with their youth.

Toy companies use social media, influencer partnerships, and exclusivity to fuel demand. Limited releases and influencer-driven hype make these toys feel like scarce treasures, turning them into cultural events rather than mere products. This strategy has proven successful, with brands seeing significant profits by targeting adults as both consumers and collectors.

The Rise of Collecting and Reselling

Alongside this trend, collecting and reselling markets for children’s toys have become quite popular. Toys like LEGO and Pokémon cards have become lucrative investments, with rare items fetching prices far beyond their original value. Adult fans and collectors now treat these toys as valuable assets, flipping rare items for profit through online platforms, such as eBay and WhatNot. This has turned what was once a child-focused hobby into a significant economic force, making finding these items in store extremely difficult. While this nostalgic trend has been profitable, it’s not without its drawbacks. The idealization of the past can create unrealistic expectations, and the growing collectibles market can alienate children, turning once-affordable toys into luxury items.

The toy industry’s shift towards nostalgia-driven marketing, adult collectors, and reselling shows no signs of slowing down. As brands continue to profit from idealizing the past, it's clear that today's toys are as much about emotional connection as they are about play.

Strike Out,

Camryn Mitchell, Writer

Strike Magazine Chattanooga Feb. 24 2025