Verve Insights: What Collectible Search Trends Reveal About Gen Z, Millennials & Gen X
Collectibles are having a cultural moment, but what consumers want varies dramatically by generation. Verve’s latest search intent analysis reveals which brands are capturing attention, how quickly trends are shifting, and when interest peaks throughout the year.
Download the full report to uncover the signals shaping collectible culture and what they mean for brands and advertisers.
Key Findings
1. Gen Z gravitates toward display-worthy collectibles
Labubu and Funko Pop! dominate Gen Z interest, together capturing 72% of search share.
2. Gen Z trends move fast
Labubu and Funko Pop! saw steep YoY declines, showing just how quickly Gen Z attention can shift from one collectible trend to the next.
3. Millennials & Gen X favor familiar brands and nostalgia
Interest is more diverse and anchored by established names like Hot Wheels, Magic: The Gathering and Pokémon, alongside vintage and retro collectibles.
4. Back-to-school is the biggest search moment
August and September see collectible searches rise 27% and 22% above average, followed by a second surge in December
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Media contact
Corentine Aronica
Corporate Communications Director
[email protected]
About Verve
Verve is the mobile-first Advertising Intelligence platform connecting advertisers and publishers across the open internet. Guided by its mission, “Let’s make media better,” Verve combines proprietary mobile data, AI-powered intelligence and premium media to help advertisers achieve measurable business outcomes while enabling publishers to maximize the value of their audiences. Built for a mobile-first world, the platform reaches consumers across in-app, connected TV and other emerging channels, offering a transparent, high-performing alternative to walled gardens.