Toy sales in the UK rose last year for the first time in five years, a rare bit of optimism for a sector that has struggled since the pandemic, but industry leaders are now paying close attention to the impact of potential social media bans on under-16s.
According to Circana, the value of toy sales in the UK increased by 6 percent in 2025, marking the first year of value growth since 2020. The overall market was valued at £3.9 billion as the number of toys sold also increased slightly by 1 percent compared to the previous year.
At the annual Toy Fair on Tuesday, analysts said the recovery was largely driven by the so-called “kidult” market, older children and adults whose purchasing decisions are often influenced by popular culture and online trends.
Melissa Symonds, managing director of UK toys at Circana, described 2025 as a “clear turning point” for the industry after several years of decline.
“Barring the unusual pandemic years, this was the first period of organic growth since 2016,” she said. “Spending by older consumers has been critical to this recovery.”
Kidults, defined as buyers aged 12 and over, made up 30 per cent of the UK toy market last year, up from 17 per cent in 2016. Building sets, particularly those from LEGO, remain popular with adults, while collectibles across generations saw growth of 12 per cent.
Circana identified franchises such as Pokémon, K-Pop Demon Hunters and Hello Kitty as “market-moving trends,” many of which have been amplified by social media platforms.
Links to cinema, streaming and video games also developed strongly, with brands related to Minecraft and Formula 1 cited as particular successes.
However, the industry is increasingly aware of the potential impact of restrictions on social media use by younger audiences. Symonds said toymakers would closely monitor developments following the introduction of a social media ban for under-16s in Australia, while there is speculation that similar measures could be considered in the UK.
“If bans were introduced more broadly, manufacturers and retailers would have to rethink how some products are marketed,” she said, citing the growing role online platforms play in shaping trends and demand.
Kerri Atherton, spokeswoman for the British Toy and Hobby Association, which hosts the Toy Fair at Olympia London, said it was too early to assess the long-term impact of possible restrictions.
She described 2025 as a pivotal year for the industry, but warned that financial pressures for businesses and consumers will remain high in 2026.
“The cost of living pressures have not gone away, although spending on children, particularly over the Christmas period, remains a priority for many families,” she said.
After a surge during the pandemic, toy sales fell as households reduced consumer spending. Last year’s return to growth has given the sector renewed confidence, but industry leaders warned that continued momentum will depend on how successfully manufacturers adapt to changing consumer behavior, both online and offline.
