Animal figures are among the classics of the toy, souvenir and gift trade. Dogs, cats, foxes, owls, bears, cows and exotic animals appeal to children just as much as they do to adults. While children play with animal figures, invent stories and collect their favourite animals, adults are often attracted by decoration, memories, humour or the joy of collecting.
Current market figures also show that toys are no longer bought exclusively for children. So-called “kidults” – teenagers and adults who buy toys for themselves – are becoming an increasingly important target group. Animal figures, plush toys, collectible figures and decorative characters in particular can benefit from this development.
This creates an attractive opportunity for retailers: with a well-balanced range of animal figures, different age groups can be reached at the same time.
From Children’s Toys to Products for All Generations
Animals accompany people from early childhood onwards. Picture books, cuddly toys and play figures often introduce children to their first stories and characters through animals. A fox can be curious, a bear cosy, an owl wise and a dog especially loyal.
This emotional connection does not necessarily disappear in adulthood. Instead, it changes.
Adults buy animal figures, for example, as:
- decorations for the home, workplace or garden
- souvenirs and reminders of a holiday destination
- gifts for friends or family members
- collectibles
- humorous eye-catchers
- seasonal decorations
- reminders of their own pets
- symbols of a particular region or landscape
This places animal figures at an interesting intersection between toys, gifts, decoration and souvenirs.
Adults Are Becoming Increasingly Important for the Toy Market
Current figures from the toy industry show just how much target groups are changing.
According to Circana data, around €5.7 billion was spent on toys for people aged 12 and over between October 2024 and September 2025 in the five major European toy markets of Germany, the United Kingdom, France, Italy and Spain.
This means that this age group already accounted for around 32 percent of toy sales. Compared with the previous period, the segment even grew by 14 percent. Source: Spielwarenmesse – Toys for Kidults .
A similar development can be seen in the USA. There, the corresponding market segment reached around US$13.4 billion during the same period and accounted for approximately 30.2 percent of the total toy market.
The trend is now also clearly visible at the international Spielwarenmesse toy fair. In 2026, the trade fair once again dedicated its own experience area to this target group under the heading “Toys for Kidults”, featuring the categories Collectibles, Creative Fantasy and Tabletop Games. Source: Spielwarenmesse – Special for Adult Toy Fans .
For retailers, this means that the traditional distinction between “toys for children” and “products for adults” is becoming increasingly blurred.
Collectibles: Collecting Is Becoming an Important Sales Driver
The growing collecting trend is particularly relevant for animal figures.
According to Circana, global sales of collectibles increased by 32 percent in 2025. Collectible products already accounted for almost 19 percent of total toy sales in the markets analysed by Circana. Source: Circana – Global Toy Industry 2025 .
Collectibles had already grown by around 35 percent in the first half of 2025. Key growth drivers included collectible figures and other products that gain additional attention through series, characters and social media. Source: Spielwarenmesse – Global Toy Market .
Animal figures are particularly well suited to this trend. A single animal can easily be expanded into an entire series: different species, poses, sizes, colours or seasonal variations.
A customer may initially buy a fox. Next to it, there may be a matching owl, hedgehog or squirrel. One individual purchase can therefore quickly create the desire to build a small collection.
This effect is particularly interesting for retailers.
Why Children Love Animal Figures
For children, animal figures offer a high level of play value. Animals can easily be integrated into imaginary worlds and require little explanation.
Within seconds, a child can create a story involving a bear, a fox and a rabbit. The figures are given names, personalities and roles.
At the same time, many children develop an interest in real animals from an early age. Farms, forests, zoos and the sea are among the first themed worlds they encounter.
Animal figures therefore combine learning and imagination. Children can discover different species while creating their own stories at the same time.
Collecting is another important factor. If several animals from the same series are available, the desire to add further figures can develop quickly.
Why Adults Buy Animal Figures
The reasons for purchasing animal figures change in adulthood.
A decorative fox may remind someone of a holiday in the Black Forest. A seagull may represent a recent trip to the North Sea or Baltic coast. A humorous dachshund figure can make an ideal gift for a dog owner, while an owl may be perfectly suited as autumn decoration for the home.
Animal figures convey emotions and memories without requiring much explanation.
Character toys are therefore becoming increasingly important among adults as well. Spielwarenmesse reports that figures are no longer purchased purely for nostalgic reasons. Adults also use them as decorations, lifestyle products, collectibles and as a way of expressing their personal interests. Source: Spielwarenmesse – Kidults Discover Character Toys .
This opens up completely new applications.
An animal figure no longer has to be perceived solely as a toy or a decorative item. It can be a collectible, gift and home accessory at the same time.
The “Cute” Factor Appeals Across All Age Groups
Design is another important success factor.
Large eyes, rounded shapes, friendly facial expressions and slightly exaggerated proportions create instant appeal. This type of design works particularly well for children, but it is also increasingly used for products aimed at teenagers and adults.
An animal figure intended for adults does not necessarily have to look childish.
Current designs range from cute and humorous to stylised and high-quality decorative pieces. These different styles enable retailers to address several target groups at once.
In addition to traditional realistic animal figures, more and more characters are being created with clothing, accessories or small background stories.
A dachshund might wear a jumper, a fox a scarf or a seagull a pair of wellington boots. In this way, the animal develops its own personality.
Animals Work Particularly Well as Regional Souvenirs
Animal figures are especially interesting for the souvenir trade.
Many animals are directly associated with particular regions. Cows and ibexes evoke the Alps, seagulls and seals the coast, while foxes and squirrels are linked to forest regions.
This allows animal figures to represent a region without necessarily displaying the name of a town or city prominently on the product.
Additional regional elements can strengthen this effect. An animal figure can be localised through traditional clothing, typical colours, accessories or a small inscription.
This allows souvenir shops to create their own themed worlds: the Alps, the coast, the Black Forest, farm animals, woodland animals or zoo themes.
The animal becomes an emotional ambassador for the destination.
Social Media Is Strengthening the Character Trend
Social media has also changed the market.
Products are no longer purchased solely based on how they look on a shop shelf. Increasingly, they also need to be visually appealing and easy to photograph.
A likeable animal figure on a desk, shelf or while travelling can easily be photographed and shared online. Figures with distinctive facial expressions or unusual accessories can therefore gain additional appeal.
Circana specifically identifies social media as one of the factors behind the strong growth in collectibles. Manufacturers are developing series and character worlds that spread online and can create additional collecting incentives.
Retailers therefore have the opportunity to present animal figures not only as individual products, but also as part of small stories and themed character worlds.
Small Figures Are Particularly Suitable for Impulse Purchases
Another advantage of many animal figures is their price positioning.
Smaller figures, keyrings or mini plush toys require little retail space and are often positioned in a price range where customers make spontaneous purchases.
Such impulse purchases play an important role in souvenir shops, museum shops, zoo shops, amusement parks, tourist information centres and gift shops.
A well-positioned animal figure near the checkout can serve as a small gift for a child, while the same product may be purchased by an adult as a present or collectible.
One product can therefore address several purchasing occasions at the same time.
Seasonal Animal Figures Create Additional Sales Opportunities
Animal figures can also be used particularly effectively for seasonal ranges.
Rabbits, chicks and other farm animals work well in spring. Foxes, owls, squirrels and hedgehogs become popular in autumn. At Christmas, dogs, bears and woodland animals can be combined with hats, scarves or festive accessories.
Instead of building a completely new product range, retailers can reinterpret familiar animal themes for different seasons.
At the same time, this creates additional opportunities for themed point-of-sale displays.
The Toy Market Is Growing – and Older Target Groups Are Helping Drive This Development
The importance of this development is likely to continue growing.
Circana reported sales growth of 9.5 percent across the international toy markets analysed during the twelve months to June 2026. In the first half of 2026 alone, sales increased by 14 percent compared with the same period of the previous year. Source: Spielwarenmesse – Circana Report .
Circana had already pointed out in 2025 that teenagers and adults were responsible for a significant share of market growth. Plush toys, collectibles and figures were among the product groups gaining demand across different age groups.
At the same time, the boundaries between toys and lifestyle products are increasingly merging.
Today, a figure can be a toy, collectible, home accessory and social media motif all at once.
What Does This Trend Mean for Retailers?
Retailers should therefore avoid viewing animal figures solely within traditional age categories.
A successful product mix can combine different styles: classic animal figures for children and families, humorous characters as gift items, regional animals for the souvenir trade, and decorative or seasonal figures for adult buyers.
Series in which customers can discover several related designs are particularly attractive. They encourage collecting while also enabling appealing presentations in a relatively small retail space.
Combining different product categories can also be effective. A popular animal motif can, for example, be offered as a figure, plush toy, keyring or decorative item.
This creates a small themed world instead of just a single product.
Conclusion: Animal Figures Connect Generations
Animal figures are among the product categories whose appeal is hardly limited to a particular age group.
Children use them to discover animals, create stories and build collections. Adults associate them with memories, humour, decoration, nostalgia and personal interests.
Current market data also confirms that adults are becoming increasingly important for the toy industry. In the five largest European markets, around 32 percent of toy sales are now generated by consumers aged 12 and over, while collectibles continue to achieve strong double-digit growth rates worldwide.
For souvenir shops, gift retailers, zoo shops, museum shops and other resellers, this development creates additional opportunities.
Euro Souvenirs GmbH offers retailers a wide selection of animal figures, plush toys, souvenirs and gift items for different themes and target groups. Whether woodland animals, pets, maritime motifs, farm animals or humorous characters, a varied product range can encourage both children and adults to discover, collect and give these items as gifts.
