Adult-oriented toys are expected to be popular sellers this year as the trend of “kidults” continues to grow.
Major companies like Lego are witnessing a surge in sales of products tailored for adults. The market is expanding with more options catering to adults looking to unwind from technology or indulge in nostalgic hobbies. The British Toy & Hobby Association reported a 10% increase in sales in the “kidult” category last year, surpassing the 4% growth in toys for children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event featured products specifically designed for adults, including the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15.
The UK toy industry marked a return to growth in 2025, the first growth since the surge in toy sales driven by the Covid-19 pandemic in 2020. Statistics released during the event revealed a 6% year-on-year increase in toy sales, boosting the sector’s value to £3.9 billion.
Although Christmas just passed, toy manufacturers and retailers are already forecasting the upcoming trends for 2026, with the annual Toy Fair in London playing a pivotal role in this process. A selection of Hero Toys chosen by independent retailers showcased some of the most innovative and captivating toys from numerous submissions.
Over a third of the toys are priced at £15 or less, with an average price of £27, and the costliest item being the CONNETIX 48 Piece Pastel Portal Pack priced at £79.
With the upcoming FIFA World Cup, football-themed toys are expected to be in high demand, including Zuru’s Ballers collectibles range.
Anticipated film releases like Toy Story 5 and Super Mario are likely to drive toy sales, following a successful year in 2025 where film-related toys accounted for 16% of total sales, featuring hits such as Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows performed well last year, with hits like Stranger Things and The Traitors influencing sales. This year’s Hero Toys lineup includes a Peaky Blinders-themed version of the Cryptic Killers’ unsolved murder mystery game and a toy linked to the travel competition TV show Race Across the World.
In addition to Lego, the list features new PlayMobil and Care Bears products as well as quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a Pup-Pee Showdown game featuring a weeing dog.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association commented on the importance of the Hero Toys selection, emphasizing that it reflects retailers’ expectations for strong-performing products in the upcoming year. The 2026 lineup showcases the industry’s dedication to innovation, value, and play-focused design, offering a diverse range of toys from affordable treats to special occasion toys.
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