This year’s anticipated top sellers include toys designed for adults, reflecting the rising popularity of “kidult” products. Leading companies like Lego are experiencing a surge in sales catering to the adult market. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category, surpassing the 4% growth for toys aimed at children under 12.
At the recent Toy Fair event, a list of the top 30 Hero Toys for 2026 was revealed, featuring items tailored for adults such as the £55 Lego Botanicals Tulip Bouquet and a Ravensburger 3D Vase Puzzle priced at £15. The UK toy industry marked a return to growth in 2025 after the peak in toy sales during the Covid pandemic in 2020. Total toy sales saw a 6% year-on-year increase, contributing to a sector now valued at £3.9 billion.
Looking ahead to 2026, toy makers and retailers are already predicting upcoming trends. Football-themed toys are expected to gain popularity with the upcoming FIFA World Cup, including Zuru’s Ballers collectibles. Anticipated film releases like Toy Story 5 and Super Mario are likely to drive sales, following the success of movie-related toys in 2025.
Toys inspired by popular TV shows like Stranger Things and The Traitors performed well last year. This year’s Hero Toys lineup features themed games such as a Peaky Blinders version of the Cryptic Killers’ mystery game and a toy linked to the TV show Race Across the World. Alongside Lego, other favorite toy brands on the list include new PlayMobil and Care Bears offerings.
The selection also includes quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy called Pup-Pee Showdown. Industry experts, including Rebecca Deeming-Mitchell from the British Toy & Hobby Association, emphasize the innovation and diversity showcased in the 2026 Hero Toys, catering to various age groups and interests.
Melissa Symonds, executive director for UK Toys at data firm Circana, noted that 2025 marked a significant turning point for the UK toy market, with a strong performance in the infant and preschool categories. The market’s growth is attributed to innovative products like Toniebox and LeapFrog that resonate well with parents and young children. Looking ahead, the market is set to be energized by a lineup of exciting film and TV releases, fostering engagement and connection between children and adults through beloved franchises.