Adult-oriented toys are expected to be top sellers this year, reflecting a growing trend known as “kidult.” Major players like Lego are witnessing a surge in sales of products targeted towards adults, catering to the demand for activities that offer a break from screens or cater to nostalgic interests. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category last year, surpassing the 4% growth seen in toys for children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event included items designed with adults in mind, such as the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. This positive outlook comes as the UK toy industry recorded a 6% growth in 2025, marking the first year of recovery since the spike in toy sales driven by the Covid-19 pandemic in 2020, pushing the sector’s value to £3.9 billion.
Despite the recent Christmas season, toy manufacturers and retailers are already forecasting the upcoming trends for 2026, with the annual Toy Fair in London serving as a pivotal event. The Hero Toys winners, selected by independent retailers, feature a range of innovative and captivating toys, with over a third priced at £15 or less and an average price of £27, including the priciest item, the CONNETIX 48 Piece Pastel Portal Pack at £79.
Anticipating the upcoming FIFA World Cup, football-themed toys are set to be in high demand, with products like Zuru’s Ballers collectibles making the list. Furthermore, new movie releases like Toy Story 5 and Super Mario are expected to drive sales, following the success of film-related toys which accounted for 16% of all toy sales in 2025.
Toys inspired by popular TV shows, including hits like Stranger Things and The Traitors, enjoyed strong sales last year. The lineup of Hero Toys for 2026 includes themed games like a Peaky Blinders version of the Cryptic Killers’ unsolved murder mystery game and a toy tied to the travel competition TV show Race Across the World. Alongside Lego, other well-loved toy brands featured in the selection are new PlayMobil and Care Bears offerings.
The list also includes unconventional offerings like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy called Pup-Pee Showdown, adding a touch of humor to the toy selection. Rebecca Deeming-Mitchell from the British Toy & Hobby Association emphasized the importance of the Hero Toys in showcasing the creativity and diversity of toys in the UK market, catering to various preferences and occasions.
Melissa Symonds, executive director for UK Toys at data firm Circana, highlighted the significant growth in the UK toy market in 2025, driven by innovation and a focus on engaging both parents and children. Looking ahead, the market is expected to be energized by a lineup of exciting film and TV releases, underscoring the role of toys in fostering joy, connection, and fandom across different age groups.