Adult-focused toys are expected to be popular sellers this year as the trend of “kidults” continues to grow.
Major companies like Lego are experiencing a surge in sales of products targeted towards adults. More products are entering the market to cater to this trend, offering a break from screens and a chance to indulge in nostalgic hobbies. The British Toy & Hobby Association reported a 10% increase in sales in the “kidult” category last year, surpassing the 4% growth in toys for children under 12.
The top 30 Hero Toys for 2026, revealed at the Toy Fair, featured several products designed with adults in mind, including a £55 Lego Botanicals Tulip Bouquet and a Ravensburger 3D Vase Puzzle priced at £15.
The UK toy industry saw growth in 2025, marking the first year of positive growth since the spike in toy sales driven by the pandemic in 2020. Figures released during the event showed a 6% year-on-year increase in toy sales, contributing to a total sector value of £3.9 billion.
Despite Christmas just passing, toy manufacturers and retailers are already anticipating the major trends for 2026, with the annual Toy Fair in London playing a significant role in this prediction. Alongside showcasing the latest products, a panel of independent retailers selected their Hero Toys winners from numerous submissions, highlighting some of the most innovative and inspiring toys on display.
Over a third of the toys are priced at £15 or below, with an average price of £27, and the most expensive toy being the CONNETIX 48 Piece Pastel Portal Pack priced at £79.
With the upcoming FIFA World Cup, football-themed toys are expected to be in demand, including Zuru’s Ballers collectables range.
Anticipated movie releases are set to drive toy sales, with titles like Toy Story 5 and Super Mario leading the way. Film-related toys accounted for 16% of total toy sales in 2025, following a successful year at the box office with hits like Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows performed well last year, bolstered by successes such as Stranger Things and The Traitors. The Hero Toys for this year include 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.
In addition to Lego, other favorite toy brands on the list include new offerings from PlayMobil and Care Bears.
The list also features quirky options like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy called Pup-Pee Showdown featuring a urinating dog.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association commented: “The Hero Toys showcased at the Toy Fair offer insight