Toys designed for adults are expected to be popular sellers this year as the trend of “kidults” continues to grow. Companies like Lego are experiencing increased sales of products targeted at adults as more people seek ways to unwind from technology and indulge in nostalgic hobbies. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category 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 included items tailored for adults, such as the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. The UK toy industry saw a 6% rise in sales in 2025, marking its first growth year since the surge in toy sales driven by the Covid-19 pandemic in 2020, now totaling £3.9 billion.
The toy industry is already looking ahead to the trends of 2026, with football-themed toys expected to be popular with the upcoming FIFA World Cup. New film releases like Toy Story 5 and Super Mario are anticipated to drive sales, following the success of film-related toys in 2025. Toys inspired by TV shows such as Stranger Things and The Traitors performed well last year, with this year’s Hero Toys lineup featuring themes like Peaky Blinders and travel competition TV show Race Across the World.
Aside from Lego, other popular toy brands like PlayMobil and Care Bears are also featured in the list of top toys. The selection also includes quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a Pup-Pee Showdown game. Rebecca Deeming-Mitchell from the British Toy & Hobby Association highlighted the creativity and diversity of toys in the UK industry, emphasizing the innovation and play-centric design of this year’s Hero Toys.
Melissa Symonds, executive director for UK Toys at data firm Circana, noted the strong performance of infant and preschool toys in 2025, driven by innovation and resonating products like Toniebox and LeapFrog. Looking ahead, the market is expected to be energized by a lineup of film and TV releases. Symonds emphasized the increasing role of toys in connecting children and adults with their favorite franchises, bringing joy, connection, and fandom into everyday life.