Toys designed for adults are expected to be popular sellers this year as the trend of “kidult” products continues to grow. Companies like Lego are experiencing a surge in sales of items targeted towards adults who are seeking ways to unwind from screen time and indulge in nostalgic hobbies. According to the British Toy & Hobby Association, sales within the “kidult” category increased by 10% last year, surpassing the 4% growth in toys for children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the industry’s Toy Fair event showcased products tailored for adults, including the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. The UK toy industry saw a return to growth in 2025, with a 6% increase in toy sales year-on-year, contributing to a sector now valued at £3.9 billion.
As toy makers and retailers anticipate trends for 2026, football-themed toys are expected to be popular ahead of the FIFA World Cup. New movie releases like Toy Story 5 and Super Mario are projected to drive sales, with film-related toys accounting for 16% of all toy sales in 2025. Additionally, toys inspired by TV shows such as Stranger Things and The Traitors performed well last year.
The Hero Toys selection for 2026 features a variety of options, including Lego, PlayMobil, and Care Bears. Notably, the list also includes quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a Pup-Pee Showdown game. Rebecca Deeming-Mitchell from the British Toy & Hobby Association emphasized the creativity and diversity of toys within the industry, highlighting the commitment to innovation and play-led design.
Melissa Symonds, executive director for UK Toys at data firm Circana, noted the growth in the toy market driven by innovation, especially in the infant and preschool sectors. Looking ahead, the market is expected to be energized by a busy year in film and TV, with toys playing a crucial role in bringing joy and connection to both children and adults.
