CVS Expands Toys and Collectibles Assortment as Adult Demand Fuels Industry Growth

CVS Pharmacy is expanding its toys, beauty, snacks and seasonal products, emphasizing collectibles, nostalgia and limited-edition items, the company announced Friday. Products including Pokémon trading cards, blind-box collectibles and limited-time drops are rolling out this fall at participating stores and on CVS.com. The retail arm of CVS Health is adding new brands as adults drive category growth. Consumers aged 18 and over account for 35% of total toy industry growth, while squishy toys posted triple-digit growth in dollars and units sold in the first four months of the year, according to a June Circana report. Pokémon brand sales surged 87% year over year in the U.S. to $2.5 billion in 2025, making it the first brand in 20 years to exceed $2 billion in annual sales, per Circana. Toy prices rose 4.2% on a seasonally adjusted basis from August to September, according to the Consumer Price Index.