Toys designed for adults are expected to be popular this year, reflecting a growing trend known as the “kidult” phenomenon. Companies like Lego are experiencing a surge in sales of products tailored for adult consumers, as more individuals seek ways to disconnect from screens and indulge 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 toys for children under 12.
The top 30 Hero Toys for 2026, revealed at the Toy Fair event, featured several products catering to adults, such as the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. In a positive turn for the UK toy industry, sales rebounded in 2025, marking the first year of growth since the surge in toy sales driven by the Covid-19 pandemic in 2020. Toy sales saw a 6% year-on-year increase, contributing to a sector now valued at £3.9 billion.
Despite Christmas having just passed, toy manufacturers and retailers are already anticipating the major trends for 2026, with the annual Toy Fair in London serving as a key event. The event showcased the latest products, with a panel of independent retailers selecting Hero Toys winners from numerous submissions, highlighting innovative and inspiring toys. Over a third of the toys are priced at £15 or less, with an average price of £27, and the priciest item being the CONNETIX 48 Piece Pastel Portal Pack at £79.
With the upcoming FIFA World Cup, football-themed toys are expected to be in demand, including Zuru’s Ballers collectibles. Anticipated film releases like Toy Story 5 and Super Mario are projected to drive toy sales, with film-related toys accounting for 16% of all toy sales in 2025. Toys inspired by popular TV shows like Stranger Things and The Traitors performed well last year, leading to this year’s Hero Toys lineup featuring themed games like a Peaky Blinders version of the Cryptic Killers’ mystery game.
In addition to Lego, other beloved toy brands featured on the list include new PlayMobil and Care Bears offerings. The selection also includes unique items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a game called Pup-Pee Showdown featuring a weeing dog.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association emphasized the importance of the Toy Fair’s Hero Toys, indicating they reflect retailers’ expectations for strong performers in the upcoming year. Melissa Symonds, executive director for UK Toys at Circana, noted that 2025 marked a turning point for the toy market, with a focus on innovation driving growth. Looking ahead, the market is expected to be energized by a significant year for film and TV releases, with toys playing a crucial role in connecting children and adults to beloved franchises and characters.
