Adult-oriented toys are expected to be popular sellers this year as the trend of “kidults” continues to grow.
Major companies like Lego have experienced a surge in sales of products tailored for adults as more individuals seek ways to unwind from technology and indulge in nostalgic hobbies. The British Toy & Hobby Association reported a 10% increase in sales within 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 items specifically designed for adults, including the £55 Lego Botanicals Tulip Bouquet and a more affordable Ravensburger 3D Vase Puzzle priced at £15.
The UK toy industry saw a 6% growth in sales in 2025, marking the first year of growth since the spike in toy purchases during the Covid-19 pandemic in 2020. Data released during the event indicated that the sector is now valued at £3.9 billion.
Despite Christmas just passing, 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. A variety of new products were showcased at the event, and a panel of independent retailers selected their Hero Toys winners from numerous submissions, showcasing some of the most innovative and captivating toys available.
Over a third of the highlighted toys are priced at £15 or less, with an average price of £27, while the priciest item is the CONNETIX 48 Piece Pastel Portal Pack at £79.
With the upcoming FIFA World Cup, toys with a football theme are anticipated to be in demand, including Zuru’s Ballers collectibles range.
Anticipated film releases are expected to boost sales, with franchises like Toy Story 5 and Super Mario driving interest. Movie-related toys made up 16% of all toy sales in 2025, following successful box office hits such as Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows performed well last year, including those based on hits like Stranger Things and The Traitors. Among this year’s Hero Toys are a Peaky Blinders-themed version of the Cryptic Killers’ mystery game and a toy linked to the travel competition TV show Race Across the World.
In addition to Lego, the list of popular toys also features new offerings from PlayMobil and Care Bears.
The list includes quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy called Pup-Pee Showdown featuring a dog that “pees.”
Rebecca Deeming-Mitchell of the British Toy & Hobby Association stated, “Toy Fair’s Hero Toys offer insight into the products retailers expect to perform well in the upcoming year. The selection for 2026 showcases the industry