Whatnot is getting a head start on 2027 with a new report exploring what’s next for toys, games, and collectibles.
The live shopping platform’s 2027 Consumer Trends Report draws on shopper surveys, seller insights, and sales data to identify emerging trends across its categories. Toys and collectibles are already seeing significant growth on the site, with the number of toy buyers more than doubling in 2026. Orders in the Toys & Hobbies category also jumped 140% with more than 118 items sold per minute.
Nostalgic favorites like Bratz, LEGO sets, and Build-A-Bear dominated Whatnot sales in 2026. | Source: MGA Entertainment
Nostalgic favorites like Bratz, LEGO sets, and Build-A-Bear dominated Whatnot sales in 2026. | Source: The LEGO Group
Nostalgic favorites like Bratz, LEGO sets, and Build-A-Bear dominated Whatnot sales in 2026. | Source: Build-A-Bear Workshop
Nostalgia remains a major driving force, particularly among Gen Z and millennial collectors. Searches for Build-A-Bear increased 190% in 2026, while Bratz searches jumped 170%. Adult-oriented LEGO lines, including Botanicals, Architecture, and Art, saw a combined 250% increase in searches. Whatnot predicts that reissues, anniversary collections, and new takes on familiar favorites will keep these and other ‘90s and ‘00s brands in the spotlight next year.
Squishy toys are also holding strong. The category accounted for nearly two-thirds of Toys & Hobbies search volume throughout 2026, with NeeDoh emerging as the top-searched brand. Interest in Taba Squishy grew by 1,560%, while Squishables searches increased fivefold. In 2027, consumers can expect even more brands to join the tactile toy craze, with new characters, limited-edition releases, and licenses squeezing their way onto shelves.
Trading card games (TCGs) are seeing similar momentum, led by Pokémon. On average, four Pokémon cards sell every second on Whatnot, with more than 10 million Pokémon cards sold on the platform in September alone. Both order volume and the number of buyers have more than doubled over the past year, thanks in part to the franchise’s 30th anniversary, and this growth is on track to continue into the next year.
However, rather than collecting solely based on value or rarity, many Whatnot Pokémon collectors prioritize their favorite characters, distinctive artwork, and personal connection. Pikachu led Pokémon searches in 2026, followed by longtime favorites Charizard, Eevee, Gengar, and Mewtwo, while sellers also saw strong demand for special art cards, vintage cards, raw cards, and rare chases.
Entertainment crossovers could also bring new fans into the TCG market. According to the report, Magic: The Gathering’s The Hobbit Universes Beyond set generated five times the sales of in-universe sets during August and September 2026. Given its popularity, Whatnot anticipates even more collaborations between TCGs and popular entertainment franchises throughout the next year, welcoming new fans into the hobby space.
The full 2027 Consumer Trends Report explores additional trends across Whatnot’s many shopping categories, including fashion, beauty, and more. To learn more, visit whatnot.com.
