1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCOLLECTIBLE TOY CULTURE:FANDOMS OVER TRENDSSEPTEMBER 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administered on Sept

2、ember 3,2025.Distributed among a random sample of 400 U.S.respondents who had purchased at least one collectible toy in the past 3 years and considers themselves“a collector.”How we defined“collectible toy”in the survey:Physical toys or model items that are collected for personal interest or hobby p

3、urposes.These can include figures,building sets,model vehicles,dolls,or other items made for enjoyment,display,or gifting often sold as limited editions,part of a series,“blind boxes”,or themed collections.M E T H O D O L O G Y3PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONTENTSA G E N D A01TOP CON

4、SUMER INSIGHTS02THE COLLECTOR MINDSET03THE HUNT FOR WHATS NEXT04WHEN BRANDS COLLIDE05CLOSING THOUGHTS4PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTOP CONSUMER INSIGHTSE M O T I O N A L E Q U I T Y D R I V E S T O Y C O L L E C T I N GDespite a prominent investment narrative,collectors of collectible

5、 toys rank emotional or personal connection as the#1 aspect that drives value while monetary cost or resale value ranks#3.T H E P R O X Y E C O N O M Y I S R E A L F O R C O L L E C T I B L E T O Y S 24%of collectors are frequently buying collectible toys for a friend/family member who collects,crea

6、ting a shadow market where purchases arent driven by personal preference but by social relationships.P O P C U L T U R E F A N D O M T R U M P S S O C I A L P R O O F28%of collectors completely ignore trends in favor of personal taste,and 41%say new trends are only worth joining when they connect to