This year’s anticipated best-selling items include toys designed for adults, reflecting a growing trend known as the “kidult” phenomenon. Major players in the industry, such as Lego, have experienced a surge in sales targeting adult consumers seeking ways to unwind from digital screens or revisit their childhood interests. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category, 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 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 marked a return to growth in 2025, following the pandemic-related spike in toy sales in 2020. Data released during the event indicated a 6% year-on-year increase in toy sales, contributing to a sector valued at £3.9 billion.
Despite Christmas recently ending, toy manufacturers and retailers are already forecasting the major trends for 2026, with the annual Toy Fair in London playing a pivotal role. A variety of toys were highlighted as Hero Toys by independent retailers, with over a third priced at £15 or less and an average price of £27. Among the anticipated popular items are football-themed toys ahead of the FIFA World Cup, including Zuru’s Ballers collectibles.
Upcoming film releases, such as Toy Story 5 and Super Mario, are expected to drive sales, building on the success of film-related toys that accounted for 16% of all toy sales in 2025. TV show spin-offs, including hits like Stranger Things and The Traitors, also performed well last year. Notable entries in this year’s Hero Toys lineup include a Peaky Blinders-themed mystery game and a toy linked to the TV show Race Across the World.
In addition to Lego, new offerings from PlayMobil and Care Bears are also featured on the list. Some unconventional items included are a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy game called Pup-Pee Showdown. Representatives from the British Toy & Hobby Association emphasized the innovation and diversity showcased in this year’s Hero Toys, reflecting the creativity within the UK toy industry.
Melissa Symonds, executive director for UK Toys at data firm Circana, noted the significant growth in the infant and preschool toy market in 2025, driven by innovation. Looking ahead, the market is expected to be energized by a lineup of film and TV releases. Symonds highlighted the importance of toys that engage both children and adults, citing successful franchises like Minecraft and Stranger Things as examples of products fostering joy, connection, and fandom in everyday life.