Adult-focused toys are projected to be top sellers this year as the trend of “kidults” continues to gain momentum.
Major companies like Lego are experiencing a surge in sales of products tailored for adults. An increasing array of items are catering to this market trend, offering a way for individuals to disconnect from screens or indulge in nostalgic hobbies. The British Toy & Hobby Association reported a 10% rise in sales within the “kidult” category last year, which was more than double the 4% growth seen in toys for children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the commencement of the industry’s Toy Fair event featured at least two products designed with adults in mind, including a £55 Lego Botanicals Tulip Bouquet and a Ravensburger 3D Vase Puzzle priced at £15.
The UK toy industry saw a return to growth in 2025, marking its first year of expansion since the surge in toy sales driven by the Covid 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.
Despite Christmas being recent, toy manufacturers and retailers are already predicting the upcoming trends for 2026, with the annual Toy Fair at London’s Olympia serving as a key event in the calendar. Alongside showcasing the latest products, a panel of independent retailers selected their Hero Toys winners from numerous submissions, representing some of the most innovative and captivating toys on display.
Over a third of the toys are priced at £15 or below, with an average price of £27, with the priciest item being the CONNETIX 48 Piece Pastel Portal Pack at £79.
With the upcoming FIFA World Cup, toys themed around football are expected to be popular, with Zuru’s Ballers range of collectibles making the list.
Anticipated film releases are set to drive sales, including the launch of Toy Story 5 and Super Mario. Movie-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 popular TV shows performed well last year, propelled by the success of series like Stranger Things and The Traitors. This year’s Hero Toys feature a Peaky Blinders-themed version of the Cryptic Killers’ unsolved murder mystery game, along with one tied to the travel competition TV show Race Across the World.
In addition to Lego, other beloved toy brands on the list include new PlayMobil and Care Bears offerings.
Regardless of the theme, the list also features quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy involving a weeing dog called Pup-Pee Showdown.
Rebecca Deeming-M