Toy sellers’ keep close watch on under 16s social media ban
Toy sales in the UK have seen a welcome increase for the first time in five years, with a 6% rise in sales compared to the previous year. This boost comes as a relief to the sector, which has faced challenges during the pandemic. The resurgence in sales has been driven by the “kidult” market, which refers to players over the age of 12 who are influenced by social media trends.
Experts at the annual Toy Fair in London highlighted the potential for further growth in 2026, with films, video games, and playground conversation playing key roles in driving sales. The connection between toys and sports has also proven successful for the industry.
Despite the cost of living pressures faced by families in recent years, spending on children, especially during holidays like Christmas, remains a priority. The COVID-19 lockdowns saw a surge in toy and game sales as they became essential for keeping both children and adults entertained at home.
Sales had dipped post-lockdown, but last year saw a 1% increase in the number of toys sold compared to 2024. With kidults spending more, the value of sales rose by 6%, reaching £3.9 billion in the UK. Melissa Symonds, executive director of UK toys at Circana, described last year as a “clear turning point” for the sector, marking the first organic growth since 2016.
The rise in popularity of building sets, particularly Lego, among adults, along with trends amplified on social media, has led to a 12% growth in collectibles across generations. Pokémon, K-Pop Demon Hunters, and Hello Kitty have emerged as market-moving trends. However, there are concerns about the potential impact of social media bans for under-16s, such as the one in Australia and the possibility of a similar ban in the UK.
Manufacturers and retailers may need to reconsider their marketing strategies for toys if such bans are implemented more widely. Kerri Atherton from the British Toy and Hobby Association emphasized that 2025 was a pivotal moment for the UK toy sector, but challenges remain for businesses and consumers entering 2026. The industry will need to adapt to evolving trends and regulations to sustain this positive momentum in the coming years.
The link between toys and sports has proven successful for the sector, and sellers are optimistic about continued growth. As the industry navigates changing consumer behaviors and potential regulatory changes, innovation and adaptability will be key to maintaining this upward trajectory in toy sales.
