Toys catering to adults are expected to be popular sellers this year, riding on the wave of the “kidult” trend that continues to gain momentum. Leading companies like Lego are witnessing a surge in sales of products designed specifically for grown-ups. The market is witnessing a shift as more adults seek ways to step away from digital screens and explore their nostalgic interests. According to the British Toy & Hobby Association, sales within the “kidult” category surged by 10% last year, surpassing the growth rate of toys targeted at children under 12, which stood at 4%.
The unveiling of the top 30 Hero Toys for 2026 at the industry’s Toy Fair event showcased a reflection of this trend, with two products tailored for adults taking the spotlight. Among these highlights were the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at a more affordable £15.
In a positive turn for the UK toy industry, 2025 marked a return to growth, marking the first growth year post the surge in toy sales driven by the Covid-19 pandemic in 2020. Industry data released in conjunction with the event revealed a 6% increase in toy sales year-on-year, contributing to a sector that now amounts to £3.9 billion.
Anticipation is already building for the toy trends of 2026, with industry experts and retailers gearing up for the annual Toy Fair at London’s Olympia, a pivotal event in the industry calendar. The Hero Toys winners chosen by a panel of independent retailers offer a glimpse into some of the most innovative and captivating toys on display, with over a third priced at £15 or below, averaging at £27. The list includes a range of offerings, with the most expensive item being the CONNETIX 48 Piece Pastel Portal Pack at £79.
As the FIFA World Cup approaches, football-themed toys are projected to be in high demand, with Zuru’s Ballers range of collectibles making the list. Additionally, new film releases such as Toy Story 5 and Super Mario are expected to drive sales, with film-driven toys accounting for 16% of all toy sales in 2025, following a successful year of box office hits like Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows, including hits like Stranger Things and The Traitors, performed well in the market last year. The 2026 Hero Toys lineup includes a Peaky Blinders-themed version of the Cryptic Killers’ unsolved murder mystery game and a toy tied to the travel competition TV show Race Across the World.
Apart from Lego, other beloved toy brands featured on the list include new PlayMobil and Care Bears offerings. Notably, the list also includes unique products like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy game named Pup-Pee Showdown.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association emphasized the significance of the Hero Toys selection in offering insights into the potential top performers for the upcoming year, underscoring the industry’s dedication to innovation, value, and imaginative toy designs. Melissa Symonds, the executive director for UK Toys at Circana, highlighted the pivotal role of innovation in driving market growth, with a promising year ahead fueled by the excitement around upcoming film and TV releases.
She noted that toys bridging the gap between children and adults, allowing them to engage with beloved worlds, are increasingly vital in bringing joy, connection, and fandom into daily life.
