Adult-oriented 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 designed specifically for adults. A variety of products are capitalizing on this trend as individuals seek ways to disconnect from screens and indulge in their hobbies. 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 Toy Fair event, featured at least two items tailored for adults: a £55 Lego Botanicals Tulip Bouquet and a Ravensburger 3D Vase Puzzle priced at £15.
The UK toy industry witnessed growth in 2025, marking the first year of expansion since the surge in toy sales driven by the pandemic in 2020. Data released during the event indicated a 6% year-on-year increase in toy sales, contributing to a sector now valued at £3.9 billion.
While Christmas just passed, toy manufacturers and retailers are already anticipating the upcoming trends for 2026, with the annual Toy Fair in London being a pivotal event. Alongside the latest product showcases, a panel of independent retailers selected their Hero Toys winners from hundreds of submissions, showcasing some of the most innovative and inspiring toys available.
Over a third of the toys are priced at £15 or lower, with an average price of £27, and the most expensive being the CONNETIX 48 Piece Pastel Portal Pack at £79.
With the FIFA World Cup approaching, football-themed toys are expected to be in demand, including Zuru’s Ballers collectibles range.
Anticipated movie releases are poised to drive toy sales, with titles like Toy Story 5 and Super Mario being highlights. Film-related toys accounted for 16% of all toy sales in 2025, following successful box office hits such as Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by TV shows also performed well last year, with hits like Stranger Things and The Traitors boosting sales. This year’s Hero Toys lineup includes a Peaky Blinders-themed version of the Cryptic Killers’ unsolved murder mystery game and a toy related to the travel competition TV show Race Across the World.
In addition to Lego, other popular toy brands featured on the list include new offerings from PlayMobil and Care Bears.
The selection also includes unique items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy featuring a weeing dog, named Pup-Pee Showdown.
Rebecca Deeming-Mitchell, from the British Toy & Hobby Association, commented: “The Hero Toys showcased at the Toy Fair offer a glimpse into the products that retailers believe will