Adult-targeted toys are expected to be popular sellers this year, reflecting the ongoing trend of “kidult” products gaining traction. Companies like Lego have witnessed a surge in sales of items tailored for grown-ups, catering to the desire for screen-free entertainment and nostalgia. According to the British Toy & Hobby Association, sales in the “kidult” category spiked by 10% last year, surpassing the growth rate of toys for children under 12, which stood at 4%.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event featured several products designed with adults in mind. Among these were the £55 Lego Botanicals Tulip Bouquet and the more affordable Ravensburger 3D Vase Puzzle priced at £15.
In a positive turn for the UK toy industry, 2025 marked the first year of growth since the pandemic-induced surge in toy sales in 2020. Figures released during the event revealed a 6% year-on-year increase in toy sales, contributing to a sector now valued at £3.9 billion.
While Christmas has just passed, toy manufacturers and retailers are already anticipating the upcoming trends of 2026, with the annual Toy Fair in London playing a pivotal role in this forecast. Apart from showcasing the latest products, a panel of independent retailers selected their Hero Toys winners from numerous submissions, representing some of the most innovative and captivating toys on display.
Over a third of the selected toys are priced at £15 or below, with an average price of £27. Notably, the most expensive item on the list is the CONNETIX 48 Piece Pastel Portal Pack at £79.
With the approaching FIFA World Cup, football-themed toys are anticipated to be in demand, with products like Zuru’s Ballers collectibles making the list of expected favorites.
The toy market is also set to be influenced by new film releases, with Toy Story 5 and Super Mario expected to drive sales. Film-related toys accounted for 16% of total toy sales in 2025, following a year of successful box office hits such as Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows performed well in the past year, riding on the success of series like Stranger Things and The Traitors. This year’s 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.
In addition to Lego, the list features other beloved toy brands such as new PlayMobil and Care Bears offerings.
Not limited to specific themes, the list also includes unique offerings like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy featuring a weeing dog named Pup-Pee Showdown.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association commented on the significance of the Hero Toys selection, noting that it provides insight into the products expected to perform well in the upcoming year. She highlighted