For the first time since the pandemic, the UK’s toy industry is enjoying a resurgence, thanks in large part to a new wave of “kidults”—adults and teenagers who are just as likely as children to covet the latest Lego set or Pokémon collectible. According to research from Circana, toy sales in the UK rose by 6% in the year to September 2025 compared with the same period last year, bringing the sector’s annual value to nearly £4 billion. This uptick marks a reversal of the sales slump that followed the post-lockdown boom, and it’s being driven by a blend of nostalgia, cross-generational appeal, and clever marketing by toy manufacturers eager to capture the hearts—and wallets—of every age group.
Brands like Lego and Pokémon have become emblematic of this trend, with their products now spanning decades of pop culture and appealing to parents, children, and collectors alike. Melissa Symonds, UK toys director at Circana, explained to BBC News, "The products that are doing really well at the moment, such as Lego and Pokémon, are the ones that have that cross-generational appeal." She added, "It is a really difficult balance to hit, and some won't be able to make it. Some will focus on just the pre-school market, and some on adults—but the real trick is getting the balance between the two age groups."
This year’s DreamToys list, curated annually by the Toy Retailers Association, showcases the industry’s efforts to appeal to both children and adults. It features everything from singing Wicked 2 dolls and manga-themed Lego sets to a Pokémon Trading Card: Mega Evolution Elite Trainer Box and a £20 Fill the Fridge playset, which taps into the viral “fridge restocking” craze. The list is a snapshot of what’s expected to be under Christmas trees across the country this year—and, if recent trends hold, there could be some friendly tug of war between generations over the hottest items.
The so-called "kidult" market—consumers aged 12 and over buying toys for themselves—has become a powerhouse within the sector. Circana’s data shows that this group is now responsible for one in every three pounds spent on toys in the UK. In fact, 43% of adults have bought a toy for themselves or another adult in 2025, a figure that jumps to a staggering 76% among Gen Z shoppers aged 18 to 28. As Emma Bunce of Pokémon told BBC News, many parents who collected Pokémon cards as children are now introducing the franchise to their own kids, sharing in the fun while finding "some lighthearted relief from the world around them."
It’s not just about nostalgia, though. For many adults, toys are a form of self-care, a way to reconnect with childhood joys and escape the pressures of daily life. "We’re seeing children rediscover the joy of play while adults are embracing it as a form of self-care, nostalgia and fandom. That combination is keeping the market vibrant and relevant," said Symonds, speaking to The Guardian. She called it "a double success story" for the industry.
Retailers are feeling optimistic about the crucial Christmas period, even as economic uncertainty looms. Paul Reader, chair of the DreamToys selection panel, told The Guardian, "We are in seriously positive territory … and optimistic that the momentum is going to follow into Christmas." He acknowledged concerns about potential impacts from autumn budget tax rises, noting, "There is a strong sense that we are going to have less disposable income coming out of the budget," but he believes the DreamToys list can help consumers make smart choices. "The magic of Christmas is always going to be there and parents and grandparents all work hard to make sure it is enjoyable for the whole family," Reader said.
Affordability remains a key consideration for many families, especially as the cost of living continues to bite. According to Circana, the average price of a toy in December 2024 was £13.43, with the £10-£20 range dominating sales—a third of all toys sold fell into this bracket. Yet, the DreamToys list also includes pricier options for collectors and enthusiasts, such as the £119.99 Lego One Piece: the Going Merry Pirate Ship, inspired by the Japanese anime series, and the £79.99 Hot Wheels Racing F1 Grand Prix circuit, which boasts high-detail livery for older fans.
The full 2025 DreamToys lineup is a testament to the industry’s diversity and its ability to tap into current trends. Alongside the Dress to Impress Mystery Model Dolls (£12.99) and the Wicked: For Good singing dolls (£34.99), there’s the Disney Ultimate Stitch interactive plush (£79.99), which features 100 sounds and reactions, and the Marshmallow Madness game (£19.99), which encourages players to feed themselves mini marshmallows with tiny hands—no batteries or internet required. The manufacturers of Marshmallow Madness are even encouraging players to post videos on social media, blurring the line between traditional play and digital sharing.
Collectible toys remain a significant force, making up just over a fifth of all toys sold in the UK. The Fill the Fridge playset, priced at £19.99, is a prime example, capitalizing on the popularity of both collectibles and viral social media trends. Meanwhile, film and TV tie-ins continue to drive demand, with the highly anticipated Wicked sequel expected to boost sales of the £35 singing Elphaba and Glinda dolls, and the £80 Stitch soft toy poised to be a holiday favorite.
Despite the positive sales figures, industry insiders remain cautious about the months ahead. While toys have proven somewhat resilient to broader economic trends—Symonds described them as part of the "joy economy"—there’s no denying that parents are thinking carefully about their holiday spending. Still, the enduring appeal of play, whether for children or adults, seems set to keep the tills ringing. As Symonds put it, "Toys don’t always follow the general economic trends because they are part of the joy economy."
Ultimately, the UK’s toy market in 2025 is a microcosm of broader cultural shifts: a world where the boundaries between childhood and adulthood are increasingly blurred, and where play is recognized not just as a pastime for kids but as a source of happiness, community, and even self-care for all ages. This year, don’t be surprised if the most coveted gifts under the tree are just as likely to spark joy for parents as for their children. The industry’s ability to adapt and innovate—balancing nostalgia, affordability, and new trends—has brought it back to life, and if the current momentum continues, the future of play in Britain looks brighter than ever.
