Tue, 20 Jan 2026

Tue, 20 Jan 2026 Toy sellers keep close watch on social media ban

Toys for teenagers and adults have revived the industry, but it could be hit by any ban on social media for under-16s.

* UK toy sales have risen by 6% compared to last year, marking a first increase since 2016
* The sector has struggled since the pandemic, but was boosted by the so-called "kidult" market, where players over 12 drive growth
* Sales were valued at £3.9bn in 2025, with kidults accounting for 30% of the toy market
* Collectibles have grown by 12% across generations, driven by trends amplified on social media
* The industry is bracing for the potential impact of a social media ban for under-16s, which could affect marketing and sales
* Experts say films, video games, and playground chat can help drive further growth in 2026.
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