UK Toy Sales Experience Growth Amid Social Media Concerns

For the first time in five years, toy sales in the UK have seen an uptick, yet retailers remain vigilant about the potential repercussions of a social media ban for those under 16.

According to research firm Circana, toy sales increased by 6% last year compared to the prior year, offering a much-needed boost to an industry that has faced significant challenges since the pandemic.

This resurgence has been largely attributed to the burgeoning ‘kidult’ market, which pertains to consumers aged over 12, many of whom are swayed by social media trends.

Future Growth Prospects

Experts convened at the annual Toy Fair in London on Tuesday discussed various factors that could contribute to further growth through 2026, including movies, video games, and informal discussions among children.

Despite the ongoing cost of living crisis affecting families, spending on children’s toys—especially during the holiday season—remains a priority for numerous households.

The lockdowns due to Covid-19 provided an unexpected boost to the toy industry, as toys and games became essential for entertaining both children and adults at home.

Sales Trends and Market Insights

After a decline in sales following the pandemic, the number of toys sold experienced a 1% increase last year in comparison to 2024, as reported by Circana.

The rising expenditure among kidults has led to a significant 6% increase in sales, marking the first rise since 2020, with the UK toy market valued at £3.9 billion last year.

Melissa Symonds, the Executive Director of UK Toys at Circana, characterized last year as a pivotal moment for the toy industry.

“Excluding the unique circumstances of the pandemic, we saw the first organic growth since 2016,”

Symonds noted, highlighting the success of collaborations with cinema, streaming services, video gaming franchises, and sports. Popular brands like Minecraft and Formula 1 have particularly resonated with consumers.

Impact of Social Media Trends

The share of the toy market attributed to kidults rose from 17% in 2016 to 30% last year.

Building sets, especially those from Lego, have gained popularity among adult consumers, while social media-driven trends have spurred a 12% growth in collectibles across various age groups.

Market influencers such as Pokémon, K-Pop Demon Hunters, and Hello Kitty have emerged as significant trends, according to Circana.

“We are closely monitoring the implications of a possible social media ban for under-16s in Australia, as well as the potential for a similar initiative in the UK,”

Symonds explained, indicating that manufacturers and retailers may need to reconsider their marketing strategies should such bans be implemented broadly.

Kerri Atherton from the British Toy and Hobby Association, which is currently hosting its annual trade fair at London’s Olympia, remarked that it is too early to ascertain the long-term effects of such restrictions.

She described 2025 as a crucial year for the UK toy industry, while also warning that businesses and consumers are likely to encounter financial hurdles as they move into 2026.