Adult-focused toys are expected to be popular sellers this year as part of a growing trend known as “kidult” culture.
Major companies like the well-known brand Lego have reported a surge in sales of products tailored to adults. The market is witnessing an increasing number of items catering to this trend, offering a way for individuals to unwind from technology and indulge in nostalgic hobbies. According to the British Toy & Hobby Association, sales in the “kidult” category rose by 10% last year, surpassing the 4% growth seen in toys targeted at children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the recent Toy Fair event showcased 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 rebounded in 2025 after a growth hiatus since the surge in toy sales driven by the Covid-19 pandemic in 2020. Statistics released during the event revealed a 6% year-on-year increase in toy sales, boosting the industry’s worth to £3.9 billion.
Despite Christmas being recent, toy manufacturers and retailers are already forecasting the upcoming trends for 2026, with the annual Toy Fair in London playing a crucial role in this prediction process. Alongside showcasing the latest products, a panel of independent retailers selected Hero Toys winners from numerous submissions, highlighting some of the most innovative and captivating toys in the market.
Over a third of the highlighted toys are priced at £15 or below, with an average price of £27, and the most expensive being the CONNETIX 48 Piece Pastel Portal Pack at £79.
With the upcoming FIFA World Cup, toys themed around football are anticipated to be in demand, including Zuru’s Ballers collectibles range.
Anticipated movie releases like Toy Story 5 and Super Mario are expected to drive toy sales, building on the success of film-related toys that accounted for 16% of all toy sales in 2025, thanks to hits like Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows, such as Stranger Things and The Traitors, performed well last year. The 2026 Hero Toys lineup includes a Peaky Blinders-themed version of the Cryptic Killers’ mystery game and a toy related to the travel competition TV show Race Across the World.
In addition to Lego, the list features new offerings from PlayMobil and Care Bears, along with unique items like the Scratch and Sniff – Under the Sea Fart Book, the Butt Face game, and the Pup-Pee Showdown featuring a dog that “pees.”
Rebecca Deeming-Mitchell from the British Toy & Hobby Association commented on the significance of Toy Fair’s Hero Toys selection, emphasizing the industry’s dedication to innovation and play-oriented design. Melissa Symonds, the executive director for UK Toys at data firm Circana, highlighted the pivotal role of innovation in the market’s growth, especially with upcoming film