10 Toys That Could Make a Good Investment

Collecting toys can be both a hobby and an investment strategy. When choosing toys to collect for an investment, look for items that have shown value growth over time. Vintage action figures, limited edition dolls and rare LEGO sets often increase in value, especially when kept in original packaging. Toys tied to popular franchises or cultural trends can also attract more collectors.

A financial advisor can help if you’re looking to diversify your portfolio with collectibles.  

1. Vintage Action Figures

Action figures from popular franchises such as Star Wars, G.I. Joe, and Transformers have a long history of increasing in value. For example, in 2019, a mint-condition Boba Fett action figure with a rocket-firing backpack sold for $185,850 at auction, illustrating the immense value of rare collectibles with unopened packaging.

2. LEGOs

LEGO sets consistently appreciate. For example, a mint, unopened LEGO Ultimate Collector’s Millennium Falcon once sold for over $15,000 on the resale market. ¹ There is also a significant resale market for individual pieces, which can generate smaller but steadier streams of income. 

Discontinued LEGO sets, particularly from popular themes like Star Wars, Harry Potter, and Architecture, have shown remarkable appreciation. Some retired sets have increased in value by 10-15% annually when kept sealed in their original boxes. The combination of nostalgia and LEGO’s enduring popularity drives this market.

3. Retro Video Games and Consoles

A sealed copy of Super Mario 64 set a record in 2021 when it sold for $1.56 million at auction. Early consoles, along with rare or limited-edition games in original packaging, can fetch high prices.  

4. Barbie Dolls

Barbie dolls, particularly those from the early years of production or special editions, have long been a popular type of collectible investment. Early Barbie dolls from the late 1950s and 1960s in good condition command high prices in the collector market. Original outfits and accessories further enhance their value. The cultural significance of Barbie ensures ongoing interest from collectors worldwide.

A 1959 original Barbie, known as “No. 1 Barbie,” sold for $27,450 at auction in 2006. Vintage Barbies, particularly those from the 1960s, can fetch thousands of dollars when they’re in mint condition. Special edition Barbies, such as holiday-themed or celebrity collaborations, also tend to appreciate.

5. Comic Books

Limited edition action figures based on comic book characters, particularly from smaller production runs in the 1990s, have appreciated well. Figures from companies like McFarlane Toys and early Marvel legends can be worthwhile investments when kept in mint condition.

Comic book action figures tied to major characters like Batman, Spider-Man and the X-Men have become increasingly valuable. Figures from limited runs or special editions often attract higher resale values, as do rare imports and hard-to-find accessories. For example, a Japanese wind-up Batmobile tin toy from 1966 was sold by Heritage Auctions for $150,000 in 2023. ²

6. Sports Toys and Memorabilia

Sports-related toys and memorabilia, particularly items like bobbleheads and action figures of famous athletes, are increasingly popular with collectors. Action figures of sports legends such as Michael Jordan, especially those produced in the 1990s, can command high prices in the resale market, with figures in mint condition selling for hundreds or even thousands of dollars.

The most valuable Bobbleheads are from the 1960s. These franchise bobbleheads aren’t modeled after individual players, but superfans will pay tens of thousands for them. A 1961 Yankees promotional bobblehead sold for $59,750 in 2015. ³

7. Board Games and Puzzle Sets

Board games and puzzle sets can appreciate significantly in value over time, especially limited editions or those that go out of production. Vintage games like original Monopoly sets from the 1930s now sell for thousands of dollars, while first-edition puzzle sets from renowned creators have seen similar value increases.

Collectors actively seek these items, creating a robust secondary market that can yield impressive returns for patient investors. A rare early edition of Monopoly once sold for $146,500 at auction. ⁴ Collectors also seek out rare puzzle sets, especially those related to art or history, with unique themes and designs driving demand.

8. Plush Toys and Stuffed Animals

Plush toys and stuffed animals, particularly limited-edition items from Disney, have experienced significant spikes in value. Beanie Babies, though volatile in their pricing trends, have also seen some rare examples fetch extraordinary sums.

The Princess Diana Beanie Baby, released in 1997, once sold for $500,000 during the “Beanie Bubble” in the late 90s, but a September 2024 eBay listing sold one for significantly less. ⁵  

9. Hot Wheels and Die-Cast Cars

Early models, rare color variations or limited-edition runs from brands like Hot Wheels or Matchbox often increase in value over time. With new Hot Wheels releases each year, discerning investors can identify potential future classics.

10. Collectible Card Games

The rare Pikachu Illustrator card from Pokémon sold for a staggering $5.275 million in 2021, setting a record in the trading card market. ⁶ Certain early-edition Magic: The Gathering cards from the Alpha and Beta sets have also sold for six-figure sums. ⁷ The rarity and condition of these cards are critical in determining their value, and holding onto rare cards in mint condition can yield a strong return on investment.

How Do Toys Compare With Other Collectible Investments

Collectible toys sit within a broader category of tangible alternative investments that derive value from scarcity, cultural significance, and collector demand rather than cash flow or underlying business performance. Understanding how toys compare to other assets in this space helps clarify both the opportunity and the risk.

Vintage action figures, limited-edition toy lines and factory-sealed collectibles have produced remarkable returns in specific cases. A rare Star Wars Boba Fett action figure prototype sold for more than $1.3 million at auction, ⁸ and sealed vintage Lego sets have appreciated at rates that rival equities over certain periods. However, these outcomes represent the top end of a market where most items depreciate or hold flat once the nostalgia premium fades.

Sneakers, Trading Cards, and Memorabilia

Rare sneakers operate on similar dynamics. The resale market reached an estimated $6 billion in 2025. ⁹ This value comes from artificial scarcity and brand-driven demand. Like toys, condition and authenticity documentation are critical to value. The market can shift rapidly when a brand loses cultural relevance or floods supply through additional releases.

Trading cards, particularly graded sports cards and rare Pokémon cards, have drawn significant institutional and retail interest. A PSA 10 Charizard first-edition card sold for over $500,000 in 2025. ¹⁰ The grading system provides a standardized quality measure that toys largely lack, which makes the card market somewhat more transparent, though still highly speculative and subject to sharp corrections.

Sports memorabilia authenticated by major grading services bridges the gap between collectibles and more structured alternative markets. Game-worn jerseys and signed items from historically significant athletes have attracted buyers willing to pay premiums. These items reflect both an investment thesis and emotional connection, much like high-end collectible toys.

Classic Cars and Fine Spirits

Classic cars and rare watches occupy a higher price point but follow similar principles. Condition, originality, limited production numbers, and cultural cachet determine value. The difference is that established purchasing infrastructure and dealer networks provide more liquidity than what exists for most collectible toys.

Fine wine and whisky share characteristics with collectible toys. Both depend on storage conditions, provenance, and scarcity to drive value. However,they differ in having more established auction infrastructure and a longer history of institutional participation. The Liv-ex Fine Wine 1000 index has historically shown low correlation to equity markets, ¹¹ which gives wine a more defensible role in a diversified portfolio than most toy collections.

Collectibles depend heavily on taste, timing, and the continued existence of a willing buyer market. None produces income while held, all require active management to preserve condition and most carry meaningful liquidity risk. The difference between an investment and a collection often comes down to whether the buyer has a clear exit strategy. They need an honest assessment of who will want to buy it in ten years.

How an Advisor Can Help Invest in Toys and Other Collectibles

Alternative collectible investments like rare toys, trading cards, sneakers and fine wine fall outside the scope of most standard financial plans, but a financial advisor with experience in alternative assets can provide specific guidance that goes beyond what a collector or enthusiast typically considers.

The first and most practical contribution is portfolio context. An advisor can assess what percentage of your overall investable assets is currently tied up in illiquid collectibles and whether that concentration creates risk relative to your financial goals and timeline. A collection that represents 5% of a diversified portfolio carries very different implications than one that represents 40%, and most collectors accumulate gradually without tracking that ratio against their broader financial picture.

Valuation is a persistent challenge with collectible assets because there is no standardized pricing mechanism comparable to public markets. An advisor can help you identify reputable appraisers, grading services, and auction records that provide the most defensible basis for valuing what you hold, which matters both for insurance purposes and for estate planning. An asset that is not properly valued and documented can create significant complications for heirs who inherit a collection without knowing what it is worth or how to liquidate it.

Taxes and Estate Planning

Tax treatment for collectible assets is more complex than for standard investments. The IRS classifies most collectibles as a separate asset category subject to a maximum long-term capital gains rate of 28%, compared to the 20% maximum that applies to most long-term equity gains. ¹² An advisor can help you plan around that rate differential, identify whether any losses on collectible sales can offset gains elsewhere in your portfolio and structure holding periods to optimize tax outcomes where possible.

For collectors considering fractional ownership platforms that allow investment in high-value collectibles without purchasing the entire asset, an advisor can help evaluate the platform’s fee structure, liquidity terms, redemption policies and the legal rights associated with fractional ownership, which vary significantly across providers.

Estate planning for significant collections requires coordination between an advisor, an estate attorney and a specialist appraiser. An advisor can help ensure the collection is accounted for in your overall estate plan, that beneficiaries are prepared to manage or liquidate it appropriately and that the tax implications of transferring collectible assets are factored into the broader estate strategy before the assets change hands.

Bottom Line 

As demand for nostalgic and limited-edition items grows, collectors who keep their toys in excellent condition may see significant returns over time. Investing in toys takes patience and attention to future trends, but it can be rewarding for those who research the best items to collect.

Tips for Investing

• If you want to add alternative investments like collectibles or sports memorabilia to your portfolio, a financial advisor can help you identify opportunities and risks. Finding a financial advisor doesn’t have to be hard. SmartAsset’s free tool matches you with vetted financial advisors who serve your area, and you can have a free introductory call with your advisor matches to decide which one you feel is right for you. If you’re ready to find an advisor who can help you achieve your financial goal, get started now.
• If you plan to sell sports memorabilia that has appreciated in value, use SmartAsset’s capital gains tax calculator to estimate how much tax you could owe on the gain. 

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