CVS expands Pokémon and collectibles to tap adult toy market growth

CVS Pharmacy is increasing its selection of toys and collectibles, responding to rising demand from adult consumers, Retail Dive reported. Adults aged 18 and over are responsible for 35% of the total growth in the toy and collectible industry, according to the report.

The retailer is introducing new items such as Joyward Halloween Squishes, Nook Nook Series 1 blind boxes, Beauty Creations x Disney’s The Nightmare Before Christmas lip oils and serums, and Dunkin’ pumpkin spice ground coffee. CVS is also debuting exclusive squishy toys, a product category that has seen significant revenue growth at other retailers like Five Below.

Pokémon merchandise is a major growth driver, with U.S. sales reaching $2.5 billion in 2025, an 87% increase from the previous year. This makes Pokémon the first brand in two decades to surpass $2 billion in annual toy sales, according to Circana data cited by Retail Dive.

Prices in the toy category are rising ahead of the holiday season, with a 4.2% increase from August to September based on the U.S. Bureau of Labor Statistics Consumer Price Index. Meanwhile, there are concerns about retail crime-fighting legislation potentially affecting retailers beyond theft issues, as noted in the report.