UK toy sales rose for the first time in five years last year, offering rare optimism for a sector that has struggled since the pandemic, but industry leaders are now watching closely for any fallout from potential social media bans aimed at under-16s.
The value of UK toy sales increased by 6 per cent in 2025, according to data from Circana, marking the first year of value growth since 2020. The total market was valued at £3.9 billion, as the number of toys sold also edged up by 1 per cent compared with the previous year.
Speaking at the annual Toy Fair on Tuesday, analysts said the rebound has been driven largely by the so-called “kidult” market, older children and adults whose purchasing decisions are often influenced by popular culture and online trends.
Melissa Symonds, executive director of UK toys at Circana, described 2025 as a “clear turning point” for the industry after several years of decline.
“Excluding the unusual pandemic years, this was the first period of organic growth since 2016,” she said. “Spending by older consumers has been critical to that recovery.”
Kidults, defined as buyers over the age of 12, accounted for 30 per cent of the UK toy market last year, up from 17 per cent in 2016. Building sets, particularly those produced by LEGO, have remained popular with adults, while collectibles saw 12 per cent growth across generations.
Circana identified franchises such as Pokémon, K-Pop Demon Hunters and Hello Kitty as “market-moving trends”, many of which have been amplified through social media platforms.
Tie-ins with cinema, streaming and video games also performed strongly, with brands linked to Minecraft and Formula 1 cited as particular successes.
However, the industry is increasingly alert to the potential consequences of restrictions on social media use by younger audiences. Symonds said toy makers were closely monitoring developments following the introduction of a social media ban for under-16s in Australia, amid speculation that similar measures could be considered in the UK.
“If bans were introduced more widely, manufacturers and retailers would need to rethink how some products are marketed,” she said, noting the growing role that online platforms play in shaping trends and demand.
Kerri Atherton, spokesperson for the British Toy and Hobby Association, which hosts the Toy Fair at Olympia London, said it was still too early to judge the long-term impact of any potential restrictions.
She described 2025 as a pivotal year for the sector but warned that financial pressures remained acute for both businesses and consumers heading into 2026.
“Cost-of-living pressures haven’t disappeared, even though spending on children, particularly around Christmas, has remained a priority for many families,” she said.
After a pandemic-era surge, toy sales fell back as households cut discretionary spending. The return to growth last year has given the sector renewed confidence, but industry leaders cautioned that sustaining momentum will depend on how successfully manufacturers adapt to changing consumer behaviour, both online and off.
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