Why adults’ appetite for play belongs in your next merchandise strategy.

A client opens their branded merch package and finds a tiny steamer basket with a squishy dumpling inside. Before the card is fully read, the dumpling is out of its basket, getting squeezed, and being shown to someone nearby.

Curiosity turning into interaction is a useful moment for a brand.

As companies plan holiday gifts, conference giveaways, and employee rewards, the growing adult appetite for toys deserves a place in the conversation. The people receiving your merchandise have interests beyond their job titles. Sometimes, the item that earns a spot beside their monitor is something that makes them smile.

Grown-ups are a serious audience for play.

According to Circana, U.S. toy sales for adults ages 18 and older reached $1.8 billion in the first quarter of 2025, up 12% from the same period in 2024. Adults represented both the highest-spending and fastest-growing age demographic that quarter. Source: Circana

The momentum continued across the broader market. Circana reported that collectible toy sales grew 32% across its tracked global markets in 2025, reaching nearly 19% of total toy sales. Its findings point to toys’ expanding role in fandom, self-expression, and entertainment for older audiences. Source: Circana

For branded merchandise buyers, our takeaway is straightforward: play is a legitimate adult preference to design around. Nostalgia, tactile interaction, and the pleasure of displaying something with personality can all inform a thoughtful gift.

Small toys with plenty of campaign potential

Our Squishy Dumpling Stress Toy brings an unexpected food-inspired shape to the desktop. The squeezable dumpling returns to its shape and comes with a miniature steamer basket. An optional full-color band creates additional room for campaign artwork and messaging.

Imagine a restaurant group using it in a “Made to Delight” holiday gift, or a company adding it to an employee lunch invitation. The connection between product and message gives the novelty a purpose.

Our Squishy Cube Stress Toy offers a different look: a translucent, squeezable cube with a case that can carry branded artwork. Its simple shape lends itself to a “Make Room for a Little Play” desk gift or a “Stay Cool” conference theme. View the cube

Our Push Pop Ball adds another tactile experience. Its soft silicone surface has dimples users can press and pop back out, giving recipients something to interact with immediately. View the Push Pop Ball

For a more decorative approach, our 2-inch Pastel Glitter Rubber Ducks pair a familiar toy with unexpected color and sparkle. They offer a playful starting point for a desk mascot, event souvenir, or themed series. View the ducks

The choice depends on the audience: some people enjoy a hands-on distraction; others want a small object with personality.

Holiday gifts: give them something to open and enjoy

Holiday gifting offers a natural opportunity to introduce play through a complete presentation.

Consider a “A Little Joy, Delivered” kit: a squishy dumpling, a favorite snack, and a personal thank-you message in a coordinated mailer. Or pair a squishy cube with a mug and cocoa for a “Permission to Pause” gift.

The playful item becomes the discovery inside the package. The accompanying card connects that moment to appreciation, while the packaging makes the selection feel intentional.

For buyers, this opens up another way to create a distinctive gift: combine a useful everyday item with a small, unexpected experience.

Conference giveaways: build an interaction around the item

A toy gives booth staff an easy opening: “Have you tried one of these?”

A “Pick Your Desk Companion” display could let attendees choose between a squishy cube and a Push Pop Ball. That choice creates an opportunity to ask about their workday and introduce a relevant conversation about your services.

Our glitter ducks could anchor a “Find Your Flock” networking theme. Attendees might select a color tied to a discussion topic, then find others with matching ducks during a scheduled meetup.

These are proposed campaign concepts, and their value comes from the experience designed around the merchandise. Plan the interaction, the follow-up, and the message together.

Employee rewards: make appreciation personal

Playful merchandise adds character to smaller recognition moments.

After a project launch, a manager could pair a squishy dumpling with a lunch voucher and a note naming the employee’s contribution. A team celebration could include a choice of desk toys, with each accompanied by a specific thank-you.

An employee merchandise store could also offer a small “Desk Joy” collection alongside apparel and drinkware. Giving people a choice helps account for different tastes and makes the reward more personal.

The appreciation should carry the message. The merchandise gives it a physical reminder.

Put the trend to work for your brand.

At Grossman Marketing Group, we look at consumer behavior to help shape merchandise people will want to receive, use, and keep. The adult play trend expands the possibilities for bringing personality into a campaign.

Start with your audience, your occasion, and the response you want to create. From there, product selection, decoration, print, and packaging can work together to tell a cohesive story.

Planning holiday gifts, a conference, or employee rewards? Connect with your Grossman Marketing Group representative to explore playful merchandise ideas built around your people and your brand.