Whatnot says $8 billion worth of goods was sold on its platform worldwide last year, and it expects sales to more than double. The company also reports that toy and hobby sales are up 140% so far in 2026. The big reason is a word you may not have heard before: kidulting.

That is the trend of grown ups buying the toys, cards and characters they loved as kids, and it is reshaping how collectibles are sold.

ICv2 covered the numbers in its report on the collectibles marketplace late last month, drawing on Whatnot’s 2027 Consumer Trends Report.

Bratz And Build-A-Bear Searches Are Climbing

According to the report, searches for brands from the 1990s and 2000s are trending. Two names it highlights are Build-A-Bear and Bratz.

Whatnot expects nostalgia driven kidulting to stay a major force in 2027. Fashion remains its biggest category, but toys and hobbies are growing fast alongside it.

If you remember waiting for a favorite doll at the mall or stuffing a bear at a workshop, you are exactly the kind of buyer this trend describes.

Pokemon Brought In Hundreds Of Thousands Of First Time Buyers

The company says Pokemon, tied to the franchise’s 30th anniversary, brought in hundreds of thousands of first time buyers. On its platform, an average of four Pokemon cards sell every second.

A Magic: The Gathering Universes Beyond set based on The Hobbit sold five times more than the in universe sets did during August and September.

Live selling platforms like Whatnot also made a big showing at New York Comic Con earlier in October. The format, where a seller shows an item on camera and buyers bid in real time, has become a regular fixture at collector events.

eBay Is Cutting 1,000 Jobs To Focus On Collectibles

The same report covers a shake up at eBay. The company is eliminating around 1,000 jobs, after cutting 800 employees earlier in 2026, according to Reuters.

eBay says it wants to simplify operations and put more resources into its fastest growing areas. Those are collectibles, authenticated luxury goods and refurbished products.

It also owns TCGplayer, a major marketplace for trading cards. In other words, even as it trims staff, the company is leaning harder into the very categories that nostalgia shoppers love.

Holiday Sales Are Forecast To Grow 4.2%

The National Retail Federation predicts holiday sales, counted from November 1 to December 31, will grow 4.2% over 2025.

The group warned that inflation, rising gas prices and pressure on household budgets will affect people differently depending on their income. That is why many shoppers are looking for gifts that feel meaningful without costing a fortune.

Nostalgic gifts fit the bill. A used toy, a vintage record or a card from a favorite childhood game can mean more than a pricey gadget.

How Live Selling Actually Works

If you have never watched a live sale, it can look chaotic. A seller turns on a camera, holds up an item and starts a short countdown. Viewers bid in a chat window, and when the timer ends the highest bid wins.

Many sales start at a very low price, which draws crowds. The pace is fast, so a buyer who is not paying attention can end up paying more than planned.

The appeal is the entertainment. Sellers talk about their items, answer questions and show them from every angle, which feels a lot like standing at a booth in an antique mall.

For sellers, it is a way to reach buyers across the country without renting a table. For buyers, it is a chance to spot unusual items before they land on regular listing sites.

What This Means For Everyday Shoppers And Sellers

If you are shopping, the trend means more competition for popular items. If you are cleaning out a closet, it could mean your old toys are in demand.

Here are some practical ways to take advantage.

• Check what you already own before you buy. Old dolls, stuffed bears, trading cards and game pieces from the 1990s and 2000s could be worth more than you think.
• Set a budget before a live auction. The fast pace and countdown timers make it easy to overspend.
• Read the seller’s reviews and the return policy. Look for clear photos and honest descriptions.
• Compare sold prices on more than one site, since live auctions and fixed price listings can differ.
• Keep original packaging, tags and paperwork. They often add to the price for nostalgia items.

Be careful with sealed products. Resealed boxes and fake cards circulate, and a scammer can hide behind a fast moving stream. Stick to sellers with a track record.

It also pays to think about shipping. Fragile items need sturdy boxes and insurance, and a lost package can ruin a good deal.

The bigger story is that the old and new worlds of collecting are blending together. Auction houses, local shops, big websites and live streams are all competing for the same shoppers, and the shoppers want the things that remind them of childhood.

So the next time you find an old doll or a box of cards in the attic, do not assume it is junk. Somebody out there is searching for it right now.

More Stories You May Like

• Packing Mistakes Turn Vintage Sales Into Refunds So Use These Simple Rules Before Shipping Fragile Finds
• U.S. Vinyl Revenue Passed $1 Billion For The First Time Since 1983 So Those Old Records In Your Closet Are In Demand Again
• CD Sales Jumped 58.6% In The First Half Of 2026 To $171 Million While Vinyl Hit $554 Million So Dust Off Those Old Collections