Toys designed for adults are projected to be popular sellers this year, reflecting a growing trend known as the “kidult” phenomenon. Leading companies like Lego are experiencing a surge in sales of products tailored specifically for grown-ups. This trend is fueled by individuals seeking 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 growth rate of toys for children under 12, which stood at 4%.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event included products targeted at adults, such as 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 after a period of decline, with toy sales increasing by 6% year-on-year, contributing to a sector now valued at £3.9 billion.
Despite Christmas just passing, toy manufacturers and retailers are already anticipating the upcoming trends for 2026, with the annual Toy Fair in London playing a pivotal role in this process. Among the new offerings showcased, a panel of independent retailers selected the Hero Toys winners, highlighting some of the most innovative and captivating toys on display.
Many of these toys are priced at £15 or less, with an average price point of £27, while the most expensive item on the list is the CONNETIX 48 Piece Pastel Portal Pack priced at £79. With the FIFA World Cup on the horizon, football-themed toys are expected to be in high demand, including Zuru’s Ballers collectibles range.
Anticipated film releases like Toy Story 5 and Super Mario are projected to drive toy sales, following a trend where film-related toys accounted for 16% of total sales in 2025. Additionally, toys based on popular TV shows like Stranger Things and The Traitors performed well last year. This year’s Hero Toys lineup features themed products like a Peaky Blinders version of the Cryptic Killers’ mystery game and another inspired by the TV show Race Across the World.
Aside from Lego, other beloved toy brands making waves on the list include new PlayMobil and Care Bears offerings. Notably, the selection also features quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a Pup-Pee Showdown game involving a weeing dog.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association commented, “Toy Fair’s Hero Toys offer a glimpse into the products retailers believe will be successful in the upcoming year. The 2026 selection showcases the industry’s dedication to innovation, value, and play-centered design, catering to a variety of preferences and occasions.”
Melissa Symonds, executive director for UK Toys at data firm Circana, highlighted the significant growth observed in the UK toy market in 2025, particularly in the infant and preschool segments. She emphasized the role of innovation in propelling this growth, with products like Toniebox and LeapFrog resonating with both parents and young children. Looking ahead, the market is poised to be energized by a slew of film and TV releases, enhancing engagement and enjoyment for children and adults alike.
