Toys designed for adults are expected to be popular sellers this year as the trend of “kidults” continues to gain momentum.
Major companies like Lego are experiencing a surge in sales of products tailored for grown-ups. More and more items are catering to this trend as individuals seek ways to disconnect from screens and indulge in their hobbies. According to the British Toy & Hobby Association, sales in the “kidult” category increased by 10% last year, surpassing the 4% growth rate for toys aimed at children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the Toy Fair event featured at least two products geared towards adults: the Lego Botanicals Tulip Bouquet priced at £55 and the Ravensburger 3D Vase Puzzle available for £15.
The UK toy industry experienced growth in 2025, marking its first positive year since the spike in toy sales driven by the Covid-19 pandemic in 2020. Data 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 being recent, toy manufacturers and retailers are already predicting the upcoming trends for 2026, with the annual Toy Fair in London playing a crucial role in this forecast. Apart from showcasing the latest products, a panel of independent retailers selected the Hero Toys winners, representing innovative and inspiring toys from a multitude of submissions.
Over a third of the 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 FIFA World Cup approaching, there is an anticipation for football-themed toys to be in demand, with Zuru’s Ballers range of collectibles making the list.
The release of new films is projected to drive toy sales, including Toy Story 5 and Super Mario. Film-related toys accounted for 16% of all toy sales in 2025, following a successful year at the box office with hits like Minecraft, Pokémon, and Lilo & Stitch.
Toys based on TV shows also performed well last year, inspired by popular series such as Stranger Things and The Traitors. The Hero Toys for this year include 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.
Alongside Lego, other favorite toy brands featured on the list are new PlayMobil and Care Bears offerings.
The list also includes unique items such as a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy featuring a weeing dog called Pup-Pee Showdown.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association stated, “Toy Fair’s Hero Toys offer