Amid a growing trend known as “kidult,” toys designed for adults are projected to be top sellers this year.
Leading companies like Lego are experiencing a surge in sales of products tailored for adults seeking a break from screens or revisiting their childhood hobbies. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category last year, surpassing the 4% growth in toys for children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event featured products specifically targeting adults, including the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15.
The UK toy industry recorded growth in 2025, rebounding from the pandemic-driven spike in toy sales in 2020. Data released during the event indicated a 6% increase in toy sales year-on-year, contributing to a market now valued at £3.9 billion.
While Christmas just passed, toy manufacturers and retailers are already anticipating the major trends of 2026, with the annual Toy Fair in London playing a pivotal role in this process. The event showcased the latest products, and a panel of independent retailers selected Hero Toys winners from numerous submissions, representing the most innovative and captivating toys on display.
Over a third of the selected toys are priced at £15 or less, with an average price of £27, and the highest-priced item being the CONNETIX 48 Piece Pastel Portal Pack at £79.
With the upcoming FIFA World Cup, football-themed toys are expected to be in demand, with offerings such as Zuru’s Ballers collectibles making the list.
Anticipated film releases like Toy Story 5 and Super Mario are forecasted to drive toy sales, following a year that saw film-related toys account for 16% of total toy sales in 2025, boosted by successes like Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by TV shows, such as Stranger Things and The Traitors, performed well last year. The 2026 Hero Toys lineup includes a Peaky Blinders-themed version of the Cryptic Killers unsolved murder mystery game and a toy linked to the travel competition TV show Race Across the World.
Apart from Lego, other popular toy brands featured on the list include new PlayMobil and Care Bears products.
The list also includes quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy named Pup-Pee Showdown featuring a dog that “pees.”
Rebecca Deeming-Mitchell of the British Toy & Hobby Association stated that the Hero Toys from the Toy Fair offer insight into the products likely to perform well in the upcoming year. The 2026 selection showcases the industry’s focus on innovation, value, and design centered around play. From
