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UK Toy Sales Soar 6% on Kidult and Film Fandom
20 Jan
Summary
- UK toy sales grew 6% to £3.9bn in 2025, ending five years of stagnation.
- Building sets, led by Lego, saw a 25% sales increase.
- The kidult market drives one in three toy purchases.
The UK toy industry experienced a welcome resurgence in 2025, with sales climbing by 6% to £3.9bn. This marks a significant recovery following five years of no growth, a period heavily influenced by the cost of living crisis.
Analysts describe this upturn as a pivotal moment for the sector. Toys linked to popular culture, including sports like Formula One and hit entertainment franchises such as Stranger Things and KPop Demon Hunters, played a crucial role. Building sets emerged as the fastest-growing category, boasting a 25% increase driven by Lego's appeal to both children and adults with its floral and Formula One designs.
Film-driven toy sales also surged by 11%, fueled by major releases like Minecraft and Pokémon. The market saw consistent growth throughout the year, with significant contributions from both children's toys and the expanding kidult segment. Products aimed at infants and preschoolers also performed strongly, with screen-free audio players like Toniebox proving popular with parents.
The influence of 'kidult' consumers, aged 12 and above, is undeniable. They are responsible for one in every three pounds spent on toys in the UK, and their spending increased by 10% in 2025. This demographic's passion for collectible items and construction sets like Lego has been instrumental in revitalizing the market, bringing joy and connection through shared fandom.
