(qlmbusinessnews.com . Wed 21st Jan, 2026) London, UK —
Breaking the Stagnation: UK's Toy Sales See First Increase in Five Years Thanks to Adult Hobbyists
In a refreshing turn of events, the UK toy industry has seen its first sales increase in five years, signaling a potential revival for a sector that has faced significant challenges since the onset of the global pandemic. According to the research firm Circana, last year witnessed a 6% surge in toy sales value compared to the previous year, offering a glimmer of hope to retailers and manufacturers alike.
The resurgence is largely attributed to the burgeoning ‘kidult' market, encompassing individuals over twelve years of age who often draw inspiration from social media trends. This demographic has played a pivotal role in revitalizing the sector, although there is looming uncertainty regarding the future impact of potential bans on social media usage for those under sixteen.
The announcement of the sales uptick was made at the esteemed Toy Fair held in London, where industry professionals also highlighted the continuing influence of traditional drivers such as movies, video games, and even playground discussions, which are expected to contribute to further growth in 2026.
Despite the economic strains that have weighed heavily on families across the UK, expenditure on children's toys, especially during the festive season, has remained resilient. The COVID-19 lockdowns previously served as a boon for the toy industry, as demand for entertaining products soared with people confined to their homes.
Circana's data revealed a modest 1% increase in the volume of toys sold last year compared to 2024, marking a significant recovery. The ‘kidult' segment's heightened expenditure led to the 6% value increase – a notable achievement considering the previous stagnation since 2020. The UK market was valued at £3.9 billion last year, setting a new precedent.
Melissa Symonds, Circana's executive director of UK toys, hailed the recent developments as a “clear turning point”. She underscored the success of products tied to cinema releases, streaming services, video games, and sporting events, including popular franchises like Minecraft and Formula 1.
Furthermore, the ‘kidult' share of the market has seen considerable growth, climbing from 17% in 2016 to 30% in the last year. Building sets, particularly the perennial favourite Lego, have captivated adults, while social media has significantly influenced a 12% increase in the collectible market, spanning various generations with trends such as Pokémon, K-Pop Demon Hunters, and Hello Kitty.
However, the industry is cautiously monitoring developments related to social media regulations for under-16s abroad, pondering the implications of a similar legislative move in the UK. The potential restrictions could necessitate a reevaluation of marketing strategies for certain toy categories.
Kerri Atherton of the British Toy and Hobby Association, which orchestrates the annual trade fair at London's Olympia, conveyed that it remains too early to predict the long-term effects of such policies. She acknowledged 2025 as a watershed year for the UK toy sector but cautioned that economic hurdles persist as the new year unfolds.
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