Next gen’s passion for pop culture collectibles

The global collectibles industry is estimated to exceed $484.6 billion, with a projected growth of 9.2% over the next 10 years.¹ As the most active demographic in memorabilia collecting, 94% of high-net-worth Millennials and Gen Z are interested in collectibles² and are driving the demand for pop culture collectibles including trading cards, comics, vintage toys, media, and game-worn collectibles. With pop culture collections increasing in value, specialized Valuable Articles Coverage is an essential part of an overall protection plan.

Collectibles are a way to own a piece of the zeitgeist. For the younger generations, capturing the collective consciousness of the past has turned a hobby into an investment. For Millennials and Gen Z, that means collecting with a focus on sustainability, cultural relevance, individual expression, and digital innovation. But a growing interest in pop culture isn’t the only thing driving the market.

• Online auction houses and marketplaces have made buying, selling, and authenticating collectibles easier.
• Collectibles are increasingly seen as an inflation-resistant asset class.
• Nostalgia creates a sense of community. Next gen collectors are finding an emotional connection to memorabilia from the 1980s to the present, tied to music, film, TV, and gaming.
• Platforms like Instagram, TikTok, and YouTube are shaping trends, building communities, and driving demand for pop culture collectibles.

Kurt Cobain’s 1959 Martin D-18E acoustic guitar³

• Memorialized in his MTV Unplugged performance in 1993
• Sold for $8,013,000 in 2021 at Julien’s Auction
• Was donated to London’s Royal College of Music in Dec. 2025

A first-edition Superman comic book⁴

• Unearthed by three brothers cleaning out their late mother’s attic
• Sold for $9.12 million in Nov. 2025 at Heritage Auctions
• Set a record for most expensive comic book ever sold

Ruby slippers worn by Judy Garland⁵

• Memorialized in the movie "The Wizard of Oz"
• Sold for $28 million at Heritage Auctions in 2024
• Surpassed the previous memorabilia record sale of $5.52 million for the white dress Marilyn Monroe wore atop a windy subway grate.

• Keep detailed records. Provenance is critical in managing the value of collectibles. Save documents, photos, receipts, and professional appraisals offsite in a well-protected location or keep digital records.
• Store items in a protected room in your home and avoid the basement. Make sure they are away from sunlight and humidity, using archival packing and display materials.
• Install a comprehensive home alarm system. Use a combination of contacts and glass break sensors on all accessible openings and motion sensors throughout the home. For smaller items, install a bolted, high security safe and consider arming it on a separate zone for 24/7 monitoring.
• Purchase valuables insurance. A standard homeowner’s policy may not provide sufficient protection in the event of a high-value loss. However, a valuable articles policy with all-risk, worldwide coverage will offer options like “agreed value” or blanket coverage. Update your policy every time a new item is purchased.

The pop culture collectibles market is experiencing robust growth, driven by Millennials and Gen Z, digital innovation, and nostalgia. As the market evolves, proper protection and insurance are essential to safeguard the value of these prized assets. By understanding the potential vulnerabilities and taking proactive steps to protect their collections, next gen collectors can accumulate, display, and enjoy their pop culture memorabilia for years to come.