What factors drove the UK toy industry's sales increase in 2025?

Sales were boosted by film and TV tie-ins, Lego sets, and kidult spending.

How much did Lego sales grow in the UK in 2025?

Lego was a major driver in building sets, which saw a 25% sales increase.

What is the significance of the kidult market for UK toy sales?

The kidult market accounts for one in every three pounds spent on toys in the UK.

Home / Business and Economy / UK Toy Sales Soar 6% on Kidult and Film Fandom

UK Toy Sales Soar 6% on Kidult and Film Fandom

20 Jan

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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.

UK Toy Sales Soar 6% on Kidult and Film Fandom

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.