Adult-oriented toys are expected to be top sellers this year, reflecting a growing trend known as “kidult.” Companies like Lego are experiencing a surge in sales of products tailored for adults seeking ways to unwind from screens or 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.
Recently unveiled at the Toy Fair event, the top 30 Hero Toys for 2026 includes items designed with adults in mind, such as the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. This resurgence in adult-focused toys comes as the UK toy industry saw a 6% increase in sales in 2025, marking the first year of growth since the spike in toy sales driven by the Covid-19 pandemic in 2020.
Despite Christmas just being a few weeks ago, toy manufacturers and retailers are already anticipating the upcoming trends for 2026. The annual Toy Fair in London is a significant event for industry players to showcase new products and innovations. The selection of Hero Toys, chosen by independent retailers, features a variety of toys, with over a third priced at £15 or less and an average price of £27, including the most expensive item, 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 popular, with Zuru’s Ballers range of collectibles making the list of anticipated trends. New movie releases are also projected to drive sales, including Toy Story 5 and Super Mario, following the success of film-related toys in 2025, which accounted for 16% of total toy sales.
Toys inspired by popular TV shows, like Stranger Things and The Traitors, were top sellers last year. This year’s Hero Toys lineup includes themed versions of games based on shows like Peaky Blinders and Race Across the World. In addition to Lego, other favorite toy brands featured in the list are new offerings from PlayMobil and Care Bears.
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. According to Rebecca Deeming-Mitchell from the British Toy & Hobby Association, the Hero Toys for 2026 represent innovative and diverse offerings that capture the essence of play and creativity in the UK toy industry.
Melissa Symonds, executive director for UK Toys at data firm Circana, noted the significant growth in the UK toy market in 2025, driven by innovation and the appeal of products like Toniebox and LeapFrog. Looking ahead, the market is poised for further growth with the release of exciting films and TV shows that engage both children and adults, fostering joy and connection through toys.
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