Wed, 12 Nov 2025

Wed, 12 Nov 2025 UK toy sales up as 'kidults' buy Lego and Pokémon

Sales have risen by 6% so far this year, analysts say, after a string of post-pandemic falls.

* Toy sales have risen by 6% in the year to September compared with the same period last year, according to research company Circana.
* Film releases such as Stitch and sports like Formula 1 have driven sales, along with popular brands like Lego.
* The "kidult" market, which accounts for a third of toy sales, is being targeted by manufacturers and sellers who aim to appeal to both children and adults.
* Sales of toys and games saw a big lift during Covid but had fallen since 2021 until this year.
* Some of the popular toys include: + Lego and Pokémon, which have cross-generational appeal + Hot Wheels F1 racing circuit with more accurate livery on the cars (targeted at older collectors) + Interactive dinosaur that breaks out of an egg (£65) + Dolls from the stage and screen show Wicked + Game where players feed themselves mini marshmallows with tiny hands
* The average price of a toy last December was £13.43, with the £10 to £20 price range being the most dominant in the sector.
* Annual sales in the UK toy sector have reached nearly £4bn.
  >>