Adult-oriented toys are expected to be popular sellers this year, reflecting the growing trend of “kidults.”
Leading companies like Lego are reporting a surge in sales of products designed specifically for adults, catering to the demand for activities that provide a break from technology and cater to nostalgic interests. According to the British Toy & Hobby Association, sales in the “kidult” category increased by 10% last year, surpassing the growth in sales of toys for children under 12, which stood at 4%.
Recently revealed at the industry’s Toy Fair event, the top 30 Hero Toys for 2026 features items targeted at adults, such as the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15.
The UK toy industry experienced growth in 2025 after a challenging period, with toy sales increasing by 6% year on year, contributing to a total sector value of £3.9 billion.
Despite Christmas being recent, toy manufacturers and retailers are already predicting the upcoming trends for 2026, with the annual Toy Fair in London playing a crucial role in this process. The Hero Toys winners, chosen by a panel of independent retailers, represent some of the most innovative and engaging toys showcased at the event, with over a third of them priced at £15 or below and an average price of £27. The priciest item, the CONNETIX 48 Piece Pastel Portal Pack, is priced at £79.
With the FIFA World Cup approaching, football-themed toys are anticipated to be in high demand, including Zuru’s Ballers collectables. Anticipated film releases like Toy Story 5 and Super Mario are expected to boost sales, following the success of movie-related toys, accounting for 16% of total toy sales in 2025.
Toys inspired by popular TV shows, such as Stranger Things and The Traitors, performed well last year. The 2026 Hero Toys lineup includes themed games like a Peaky Blinders version of the Cryptic Killers’ mystery game and a toy related to the TV show Race Across the World.
Apart from Lego, other favored toy brands featured in the list are PlayMobil and Care Bears. The selection also includes unique items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a Pup-Pee Showdown game featuring a weeing dog.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association commented on the Hero Toys selection, emphasizing the creativity and diversity of toys available in the UK toy industry. Melissa Symonds, the executive director for UK Toys at Circana, highlighted the industry’s growth driven by innovation and the upcoming excitement in the market due to film and TV releases.
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