The toy industry is experiencing a surge in sales of products targeted at adults, reflecting the growing trend of “kidults.” Major companies like Lego are witnessing a significant increase in demand for adult-oriented items as more people seek ways to disconnect from screens and revisit their childhood interests. According to the British Toy & Hobby Association, sales in the “kidult” category rose 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 Toy Fair showcased products designed with grown-ups in mind. Notable items included the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. This trend comes as the UK toy industry experienced a growth of 6% in 2025, marking the sector’s return to growth following the spike in toy sales driven by Covid-19 in 2020, with the industry now valued at £3.9 billion.
As the industry gears up for 2026, toy makers and retailers are already forecasting the upcoming trends, with the annual Toy Fair in London being a key event. The Hero Toys winners, selected by a panel of independent retailers, represent some of the most innovative and inspiring toys on display, with more than a third priced at £15 or under and an average price of £27. Notably, football-themed toys are expected to be popular ahead of the FIFA World Cup, with products like Zuru’s Ballers range of collectibles making the list.
Anticipated blockbuster film releases such as Toy Story 5 and Super Mario are set to drive toy sales, following the success of film-related toys in 2025. Additionally, toys inspired by TV shows like Stranger Things and The Traitors performed well last year, leading to the introduction of new themed toys for 2026, including a Peaky Blinders version of the Cryptic Killers’ murder mystery game and a toy linked to the travel competition TV show Race Across the World.
Apart from Lego, other popular toy brands featured on the list include new offerings from PlayMobil and Care Bears. The diverse range of toys includes unique items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and the Pup-Pee Showdown featuring a weeing dog.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association commented on the significance of the Hero Toys selection, emphasizing the industry’s focus on innovation and play-led design. Melissa Symonds, the executive director for UK Toys at data firm Circana, highlighted the market’s shift in 2025 towards innovation, with upcoming film and TV releases expected to further boost the toy market by engaging both children and adults alike in beloved franchises.
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