Toys tailored for adults are predicted to be top sellers this year in light of the ongoing trend known as “kidult.” Major companies like Lego are witnessing a surge in sales of products designed specifically for grown-ups. With an increasing demand for activities that offer a break from screens or cater to nostalgic interests, various products are capitalizing on this trend. According to the British Toy & Hobby Association, sales in the “kidult” category spiked by 10% last year, surpassing the 4% growth in toys for children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair featured at least two items targeting adults: the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at a more affordable £15. This unveiling coincided with the UK toy industry’s return to growth in 2025, marking the first year of growth since the surge in toy sales driven by the Covid-19 pandemic in 2020. The figures released during this event revealed a 6% year-on-year increase in toy sales, contributing to a sector now valued at £3.9 billion.
Despite Christmas having recently passed, toy manufacturers and retailers are already anticipating the upcoming trends for 2026, with the annual Toy Fair in London’s Olympia being a pivotal event. The Hero Toys winners, chosen by a panel of independent retailers from numerous submissions, represent some of the most innovative and inspiring toys showcased. More than a third of these toys are priced at £15 or below, with an average price of £27, and the most expensive item being the CONNETIX 48 Piece Pastel Portal Pack at £79.
With the FIFA World Cup on the horizon, football-themed toys are expected to be popular, including Zuru’s Ballers collectibles. Anticipated film releases such as Toy Story 5 and Super Mario are projected to drive sales, building on the success of film-related toys that accounted for 16% of all toy sales in 2025. Additionally, toys inspired by TV shows like Stranger Things and The Traitors performed well last year, leading to the introduction of themed toys for 2026, such as a Peaky Blinders version of the Cryptic Killers’ mystery game.
Alongside Lego, other favorites in the toy industry featured on the list include new offerings from PlayMobil and Care Bears. Notably, the list also includes unique items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a Pup-Pee Showdown featuring a weeing dog.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association emphasized the significance of the Hero Toys selection in reflecting the upcoming year’s toy market trends, showcasing innovation, value, and creative design. Melissa Symonds, executive director for UK Toys at Circana, highlighted the turning point for the UK toy market in 2025, attributing the growth to innovation and anticipating further market energy from upcoming film and TV releases. She emphasized the role of toys in fostering engagement and connection across different age groups through beloved franchises like Minecraft, Stranger Things, and Wicked.