How Kidults and collectibles are saving the toy market

The Belgian toy market is having a remarkably strong year. Through 20 September, sales rose by 10.1%, while the volume of goods sold was up by as much as 13%. Brick-and-mortar stores, collectibles, building sets, and card games are driving the market in particular.

Collecting frenzy this summer

The Belgian toy market is growing faster in 2026 than last year (+8.3%), according to calculations by market researcher Circana for the Belgian Toy Federation (BSF). Remarkably, brick-and-mortar stores are benefiting the most from this growth. They account for 66% of toy revenue and saw their sales increase by 11%. Online revenue grew by 9%. It is also striking that the average selling price fell by 2.5%.