Adult-targeted toys are expected to be popular sellers this year as the trend of “kidults” continues to grow.
Various companies, including the well-known brand Lego, have experienced a surge in sales of products tailored for adults. With a rising demand for ways to disconnect from screens and indulge in nostalgic hobbies, a range of products cater to this market. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category last year, surpassing the 4% growth seen in toys for children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event featured at least two products designed with adults in mind: the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15.
The UK toy industry marked a return to growth in 2025, the first positive year since the spike in toy sales driven by the Covid-19 pandemic in 2020. Statistics released during the event revealed a 6% year-on-year increase in toy sales, contributing to a sector now valued at £3.9 billion.
Despite Christmas just passing, toy manufacturers and retailers are already anticipating the upcoming trends for 2026, with the annual Toy Fair in London playing a pivotal role in this forecast. Alongside the showcase of the latest products, a panel of independent retailers selected Hero Toys winners from numerous submissions, showcasing innovative and inspiring toys.
Over a third of the listed toys are priced at £15 or less, with an average price of £27, and the most expensive 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 like Zuru’s Ballers collectibles making the list.
Anticipated film releases are poised to drive sales, including Toy Story 5 and Super Mario. Movie-related toys accounted for 16% of all toy sales in 2025, following a successful year at the box office with titles like Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows performed well last year, riding the success of series such as Stranger Things and The Traitors. Among this year’s Hero Toys are a Peaky Blinders-themed version of the Cryptic Killers’ mystery game and a toy tied to the travel competition TV show Race Across the World.
In addition to Lego, other favorite toy brands featured on the list include new offerings from PlayMobil and Care Bears.
The selection also includes unique items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a Pup-Pee Showdown game featuring a dog that urinates.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association stated: “The Hero Toys showcased at