As a child, you may have sung along to Toys R Us' iconic jingle about not wanting to grow up. Decades later, many millennial and Gen Z adults are taking that motto seriously.

Adults are rediscovering how Lego, stuffed animals, and other toys brought them joy. Now that they're earning their own money, they can afford the things they once played with or circled in catalogs. Hobby spending — which includes hobby shops, arts and crafts stores, and outdoor recreation providers — rose 7.9% year over year in August, according to an analysis by the Bank of America Institute.

Devin Byron, 25, had a collection of American Girl dolls growing up, but her interest in playing with them fizzled out around middle school. However, her love for them never really went away. And now, working an office job, she can buy her own.

In February, she and her friend went to the American Girl store in New York. Byron purchased the historical doll representing the '60s, Melody, which cost $135 with the book, plus $34 for accessories.

"I feel like a lot of collectors now are, I would say, healing their inner child because some people couldn't get maybe American Girl dolls growing up, but now they can," Byron said. "And it's an adrenaline rush too."

She's not the only adult contributing to the toy economy. Market research company Circana found that adult-only households made up over half of toy sales in the first half of this year, and that overall toy sales for adults increased 25%. Some adults may buy toys to bring nostalgia back into their lives or to avoid doomscrolling. For others, it's to make a profit.

"We're seeing toys increasingly function as hobbies, fandom ecosystems, and social experiences rather than traditional children's products," said Kristen McLean, vice president of client insights for Circana's Entertainment Knowledge Group. "That's expanding the consumer base and creating new opportunities for manufacturers and retailers that understand how to engage collectors, enthusiasts, gifters, and self-purchasers."

The rise of 'kidulting'

Jay Berino, store manager at the Lowry Town Center Timbuk Toys in Denver, pointed to "kidulting," the trend in which adults engage with childlike toys and hobbies, as coming from adults seeking distractions and nostalgia — from buying Pokémon cards to lava lamps.

"As much as we're a toy store and people hear toy store and think of kids, we sell to a lot to full-blown adults, and that drives a huge chunk of our business," he said.

Syls Farmer, 32, runs a vintage online store specializing in toys marketed to girls. Her store, Mema's Doll Shop, was inspired by her grandmother, who ran a couple of toy stores back in the day. Farmer said adults buy from her for themselves or for their kids so they can experience their past.

"A lot of people are dealing with a lot of pressure in this general economy and the world in general," Farmer said. "And I think that these items of childhood are bringing back feelings of comfort and peace that I think a lot of us need right now."

Farmer also buys toys for herself, including her first American Girl doll through Facebook Marketplace — Nicki, one of the '90s-inspired dolls.

Even crafters are getting in on the toy craze: Abby Glassenberg, the president of the Craft Industry Alliance, said that homemade Labubu-esque bag charms have taken off, with crafters making their own customizable charms from crochet or felt.

"People are definitely still spending. I think craft in some ways is resistant to market up and down," Glassenberg said. When the market is up, people pour more money into their hobbies, whether that's getting premium materials or even traveling to somewhere catered to their favorite crafts.

"When the market is down, and people's budgets are tighter, they want to make something for a gift rather than buy it," Glassenberg said.

Collecting toys

Emma Wynn, 28, has 120 Jellycat items, a popular stuffed-toy brand that includes animals, food, and more. Wynn's collection began when she bought a scuba diver egg while browsing at a garden center with her family, sparking a feeling of childlike happiness.

Prices range on the Jellycat site; for instance, a heart dragon is priced at $80, a carrot cake is priced at $45, and bear winter decorations are priced at $28. Wynn funds her collection with money she earns from content creation, rather than from her corporate job.

Wynn thinks adults buy toys because they bring back happy childhood memories, can provide a dopamine hit when someone finds something they've been searching for a while, and can connect them with others who are building similar collections.

"It feels very empowering to be unapologetic about the things that bring us joy and happiness, whereas before maybe I would've been embarrassed about it," she said.

It can also be a tangible way to remember a memory. For instance, Wynn's soon-to-be mother-in-law bought her a Jellycat flower bouquet to celebrate her new engagement.

Fueling an income

Harrison Woodward, 28, said building and playing with Lego sets was a large part of his childhood. For one birthday in his early 20s, his aunt bought him a Lego Porsche car model, reigniting his passion for Lego sets. He put on a streaming show after a long day of work and started to build the over 1,000-piece product.

"It was just the most therapeutic, peaceful activity," he said. "You could sit there for a few hours, a few days in a row, and complete a set and see it come together and marvel at all the different engineering things that they put into these sets now."

He left his job in insurance to focus on content creation full time. He posts about his Lego collection and passion for cars; he recently started collecting Hot Wheels, another childhood favorite. He has spent thousands on Lego and is running out of space in a room that's filled with his collections. He still tries to find a balance so that building isn't just for content, such as taking his time to build a CaDA car set in the evening.

Woodward thinks adults might be purchasing toys to invest some time in their hobbies and take care of their mental health.

"I think the stigma has kind of lifted over collecting and everything," he said. "I think that for a long time people thought any of this stuff was strictly for kids, but as the years have gone on and adults have continued to adopt it, the stigma continues to go further and further away."

Trading cards have also become a major area of interest for some adults. Kian Golshan previously told Business Insider that Pokémon is a lucrative side hustle. For instance, he sold a Japanese-edition Charmander for $750 that he bought for $59.26. As Business Insider's Samuel O'Brient previously reported, Golshan was able to put the analytical skills that he developed while working in finance to work.

"It helps me kind of think through the risks and when to take profits, when to sell, what to hold, what's my like risk profile, what's tracking the market," Golshan said.

Byron, the Gen Zer who bought an American doll, still has her collection of dolls from her childhood. Plus, she has her most recent addition displayed in her room.

"I'm actually thinking about going back to the store again," she said. "Maybe I'll walk out with another doll. I guess we'll see."

• Over 10 million student-loan borrowers are behind on payments.
• Some borrowers said they're hopeful the midterms will prompt policy to protect those in default.
• States with closely contested Senate races, like Texas and Ohio, have high rates of nonpayment, per an Urban Institute analysis.

Sarah Bundy has been in and out of default on her student loans for nearly three decades.

She borrowed for college in the mid-1990s, but dropped out as her loan balance became unaffordable. At the time, it was $39,000. Now, it's $60,000.

The 55-year-old is hoping a "blue wave" will pave the way for Democratic legislation to shield borrowers at risk of default.

"At my age, I can never get ahead of this," Bundy said. "So I'm just trying to scooch under the wire as long as I can."

Roughly one of every six adult Americans has federal student loan debt, according to Federal Student Aid. And some 16% of federal and private borrowers were 60 or more days late on their payments in 2026, according to an analysis by the Urban Institute.

Student-loan payments add to the squeeze from groceries and housing in an election increasingly centered on the cost of everyday life. High utility bills and gas prices are an added strain, especially as inflation is outpacing pay hikes.

Economic concerns are also reshaping debates over AI, with politicians reconsidering their support for data centers amid a backlash.

For borrowers, the pressure is particularly acute, and elevated student-loan delinquency rates overlap with some of the country's most competitive races.

Texas and Ohio, home to closely-contested Senate races, both had higher-than-average non-payment rates. In the House, nine battleground districts as identified by the Cook Political Report as of Friday afternoon had worse nonpayment rates than the national average — some 28% of borrowers are delinquent in Texas's 34th District, and 25% in North Carolina's 1st.

Meanwhile, federal student-loan defaults, which typically occur after 270 days of nonpayment, are at a record high. While involuntary collections on defaults, including wage and federal benefit garnishment, have been paused for over a year, Democratic lawmakers have been pushing for legislation to protect borrowers once those consequences resume. Still, even a strong election for Democrats would likely leave them without sufficient numbers to override a presidential veto.

As of June 30, 9.3 million borrowers were in default, and an additional 1.5 million were in late-stage delinquency, according to Federal Student Aid. Roughly 14% of the $1.7 trillion student-debt load in the US is in default, or $234 billion.

Republican lawmakers have expressed support for President Donald Trump's student-loan changes, which they said will help borrowers repay their loans. Sen. Roger Marshall, who is up for reelection in Kansas, previously said that Trump's "big beautiful" spending legislation "made transformational reforms to student loans."

Student-loan borrowers have told Business Insider that they're worried about the consequences of defaulting, primarily through losing a chunk of their paycheck, Social Security payments, and tax refunds. Those concerns are exacerbated by the anticipated higher monthly bills under Trump's repayment overhaul.

"All we can do is keep pushing for every little bit of progress we can get on this," Bundy said.

A student-loan default wave

Luke Helton, a student-loan borrower in Tennessee, previously told Business Insider that the only way he can afford his expected $600 payment increase is by digging into his retirement.

While he voted for Trump because he believed in the administration's campaign promise to put America first, his student loan challenges have him second-guessing his vote.

"They talked a big game about caring about the little people, and they just haven't," Helton said.

The defaulted student-loan portfolio itself is undergoing changes. The Department of Education is moving forward with its plan, announced in March, to transfer defaulted student-loan accounts to the Treasury Department. The transfer will occur in phases, with the most recent step being the launching of a new online portal to help borrowers return to good standing and access default resources.

Education Secretary Linda McMahon said that the department "was never intended to serve as the fifth largest bank in America, and that's exactly why we partnered with the Treasury Department to improve the administration of federal student aid programs that millions of American students, families, and borrowers rely on."

Democratic lawmakers have raised concerns about the Treasury's capability to manage federal student loans. Over 60 of them pushed to halt the transfer and continue the pause on involuntary collections to continue giving borrowers relief as they navigate Trump's repayment overhaul. Sen. Bernie Sanders also led some of his colleagues in introducing a bill to prevent older borrowers and borrowers with disabilities from facing Social Security garnishment if they default.

Bundy recently went to Washington, DC, to urge New York lawmakers to support Sanders' bill. She's one of the millions of borrowers transitioning off the Biden-era SAVE plan, which offered lower monthly payments. She said she's not sure how she'll afford payments once they resume, and she's worried that she — and millions of other borrowers — could fall behind.

"When these garnishments start back up, it's really going to throw us pretty far back down," Bundy said. "I don't think people realize just how brutal it really is out there."

Have a story to share about student loans? Contact this reporter at asheffey@businessinsider.com.