Adult-focused toys are expected to be popular sellers this year as the trend of “kidult” products continues to grow. Industry leaders like Lego are experiencing a surge in sales of products designed specifically for adults. This shift reflects the increasing demand for ways to unwind from technology and indulge in nostalgic hobbies. The British Toy & Hobby Association reported a significant 10% increase in sales within the “kidult” category last year, surpassing the 4% growth in children’s toys under 12.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event featured two adult-oriented products: the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. This announcement coincided with the resurgence of the UK toy industry in 2025, marking its first year of growth post the pandemic-driven sales spike in 2020. The year-on-year increase of 6% in toy sales contributed to the industry’s current value of £3.9 billion.
Despite Christmas just passing, toy manufacturers and retailers are already anticipating the upcoming trends for 2026 at the annual Toy Fair in London. The event not only showcases the latest toys but also features a selection of Hero Toys chosen by independent retailers for their innovation and appeal. Over a third of the toys are priced under £15, with 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 in high demand, such as Zuru’s Ballers collectibles. Anticipated film releases like Toy Story 5 and Super Mario are also projected to drive toy sales, following the success of movie-related toys, which accounted for 16% of all toy sales in 2025 with hits like Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows, including Stranger Things and The Traitors, performed well last year. This year’s Hero Toys lineup features themed products like a Peaky Blinders version of the Cryptic Killers’ murder mystery game and a toy related to the travel competition TV show Race Across the World. In addition to Lego, new offerings from PlayMobil and Care Bears are also expected to be favorites.
The list of Hero Toys for 2026 includes quirky 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 emphasized the significance of the Hero Toys selection in predicting strong performers for the year, showcasing the industry’s innovation and diverse toy offerings. Melissa Symonds, executive director for UK Toys at Circana, highlighted the market’s growth in 2025 driven by innovation and anticipated further market stimulation from upcoming film and TV releases.
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