The UK toy industry has experienced a resurgence, with sales rising by 6% to £3.9 billion in 2025, marking the first increase since the pandemic. This “turning point” was driven by a diverse range of products, from screen-free Tonebox speakers to Lego building sets and film and TV tie-ins.
According to the annual industry report by market research firm Circana, the recovery was fuelled by a renewed consumer appetite for toys that connect with wider cultural moments. Kerri Atherton, head of public affairs at the British Toy & Hobby Association (BTHA), highlighted the consistent growth seen “every month of the year” across both children’s toys and the expanding “kidult” (adult collector) market.
Building sets were the fastest-growing segment, with sales up 25% compared to 2024, driven by the popularity of Lego’s floral and Formula One-themed products, which appealed to adults as well as children. Film and TV-inspired toys also saw an 11% sales surge, now accounting for 16% of the overall market, with hits like Minecraft, Pokémon, and Jurassic World resonating with consumers.
The rise of screen-free devices, such as the Toniebox audio player, which plays songs and stories, also resonated with parents and younger children, according to Melissa Symonds, executive director of UK Toys at Circana.
The industry’s recovery was not solely reliant on the Christmas period, with Atherton noting the “consistency” of growth throughout the year. Video game-linked toys also saw a 47% surge, buoyed by the popularity of franchises like Fortnite, Minecraft, and Sonic the Hedgehog.
While the average toy price rose 5% to £12.37 as manufacturers passed on rising costs, the £30-£50 price range remained the most sought-after. Interestingly, “pocket money” toys under £5 were the only pricing bracket to see a decline.
The industry’s resilience has been bolstered by the growing influence of “kidults” – buyers aged 12 and over – who now account for £1 in every £3 spent on toys in the UK, spending 10% more in 2025. As Symonds noted, toys that allow both children and adults to engage with the worlds they love are playing an increasingly important role in bringing “joy, connection, and fandom into everyday life.”
