Toys aimed at adults are expected to be popular this year as the trend of “kidult” products continues to grow. Major companies like Lego have experienced a surge in sales of items targeting adult consumers. There is a rising demand for toys that offer a break from screens and cater to adult hobbies and interests. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category last year, surpassing the 4% growth seen in toys for children under 12.
The top 30 Hero Toys for 2026, revealed at the industry’s Toy Fair, featured products designed with adults in mind, such as the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. The UK toy industry saw a return to growth in 2025, marking the first year of positive growth since the spike in toy sales driven by the Covid-19 pandemic in 2020. Toy sales increased by 6% year-on-year, contributing to a sector now valued at £3.9 billion.
Despite Christmas just passing, toy manufacturers and retailers are already anticipating the upcoming trends for 2026. The annual Toy Fair in London is a key event where the latest products are showcased, and independent retailers select Hero Toys winners from a pool of submissions to showcase innovative and inspiring toys. Over a third of the selected toys are priced at £15 or less, with an average price of £27, including the most expensive toy, 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 in high demand, with Zuru’s Ballers range of collectibles included in the anticipated trends. New movie releases like Toy Story 5 and Super Mario are likely to drive sales, as film-related toys accounted for 16% of all toy sales in 2025. TV show spin-offs, such as toys inspired by Stranger Things and The Traitors, performed well last year. The 2026 Hero Toys lineup features themed games like a Peaky Blinders version of Cryptic Killers and a toy linked to the TV show Race Across the World.
Popular toy brands like Lego, PlayMobil, and Care Bears are also featured in the list of anticipated top toys. Additionally, quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy named Pup-Pee Showdown are among the unique offerings.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association emphasized the importance of the Hero Toys selection in predicting the market’s performance for the year. Melissa Symonds, executive director for UK Toys at Circana, highlighted the growth in the infant and preschool toy category due to innovation, with products like Toniebox and LeapFrog resonating well with parents and children. Looking ahead, the market is expected to be energized by a lineup of exciting film and TV releases, catering to both children and adults who engage with their favorite franchises through toys.