Adult-focused toys are poised to be popular sellers this year, reflecting a rising trend of “kidults.” Leading companies like Lego have experienced a surge in sales of products tailored for adults, catering to the growing demand for ways to disconnect from screens and engage in nostalgic hobbies. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category last year, surpassing the 4% growth in children’s toys under the age of 12.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event showcased several products designed with adults in mind, such as the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. This development coincided with the UK toy industry’s return to growth in 2025, marking the first year of expansion since the spike 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, elevating the industry’s value to £3.9 billion.
Despite the recent Christmas festivities, toy manufacturers and retailers are already anticipating the upcoming trends of 2026, with the annual Toy Fair in London playing a pivotal role in the industry calendar. Alongside the latest product showcases, a selection of Hero Toys chosen by independent retailers highlighted some of the most innovative and captivating toys on display, with over a third priced at £15 or less and an average price of £27, including the highest-priced item, the CONNETIX 48 Piece Pastel Portal Pack at £79.
As the FIFA World Cup approaches, football-themed toys are anticipated to be in high demand, with offerings like Zuru’s Ballers collectables making the list. Furthermore, the release of new films like Toy Story 5 and Super Mario is expected to bolster toy sales, following the success of film-related toys, which accounted for 16% of all toy sales in 2025, driven by hits such as Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows, including Stranger Things and The Traitors, saw strong sales in the past year, leading to this year’s Hero Toys lineup featuring themed products like a Peaky Blinders 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, new offerings from PlayMobil and Care Bears were also well-received.
The list of Hero Toys for 2026 includes quirky options like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a game involving a weeing dog called Pup-Pee Showdown.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association remarked, “Toy Fair’s Hero Toys offer a glimpse of the products that retailers expect to perform well in the upcoming year. The selection for 2026 showcases the industry’s dedication to innovation, value, and creativity in toy design, catering to a wide range of preferences and occasions.”
Melissa Symonds, executive director for UK Toys at Circana, highlighted the notable shift in the UK toy market in 2025, with strong performances in the infant and preschool categories driven by innovation. Looking ahead, the market is poised for further growth with the release of action-packed film and TV content, underscoring the importance of toys that engage both children and adults with beloved franchises, fostering joy, connection, and fandom in