‘An evolving era of play’: UK toy sales rise for first time since pandemic

Lego brick flowers, Toniebox audio players and Squishmallows are among the top sellers that have helped UK toy industry sales rise for the first time since the pandemic.In 2025 UK toy sales increased by 6% to £3.9bn, according to the annual industry report by the market research company Circana. The recovery was hailed as a “turning point” by analysts after five years of no growth when the cost of living crisis weighed heavily on demand.With toys linked to everything from sports such as Formula One to hit films and TV shows including KPop Demon Hunters and Stranger Things, the British Toy & Hobby Association (BTHA) said the sales picture pointed to an “evolving era of play, where toys are increasingly embedded in wider cultural moments, enjoyed by all the family”.Building sets were the fastest-growing part of the market, with sales up 25% compared with 2024, driven by Lego. It scored hits with its floral and Formula One sets, which appealed to adults as well as children.Sales of film-driven toys soared 11% on the back of box office hits such as Minecraft, Pokémon, Lilo & Stitch and Jurassic World, with this category now accounting for 16% of toy sales.It wasn’t all about Christmas, either. Kerri Atherton, head of public affairs at the BTHA, highlighted the consistency behind the recovery, with sales “increasing every month of the year and growth evident across both children’s toys and the expanding kidult market”.Toys linked to other entertainment channels, such as TV and streaming, grew 3% with the help of Stranger Things and The Traitors, while video game-linked toys surged 47% thanks to fans of Fortnite, Minecraft and Sonic the Hedgehog.During the year the average toy price rose 5% to £12.37 as manufacturers passed on rising costs. Toys costing £30-£50 were the most sought-after, but “pocket money” toys fell out of favour, with items costing less than £5 the only pricing bracket in decline.Products aimed at infants and preschoolers had their strongest performance since 2017. Devices such as the screen-free Toniebox speakers, which play songs and stories, resonated with parents and younger children, said Melissa Symonds, executive director, UK Toys, Circana.During what has been a challenging period, the toy industry has been bolstered by the passions of “kidults” (buyers aged 12 and over) who spend their spare cash on expensive Lego sets and collectible figurines. This group is behind £1 in every £3 spent on toys in the UK, and these buyers spent 10% more in 2025.“As we’ve seen with franchises such as Minecraft, Stranger Things and Wicked, toys that allow both children and adults to engage with the worlds they love are playing an increasingly important role in bringing joy, connection, and fandom into everyday life,” said Symonds.