'An evolving era of play': UK toy sales rise for first time since pandemic

[Mega Man's Football 3D]

UK Toy Sales Experience Rebound After Five Years of Downturn as Brits Opt for More Family-Friendly Fun.

A recent report has revealed that UK toy sales have surged by 6% to £3.9 billion in 2025, marking the first time since the pandemic that the industry has seen a rise in growth. This rebound is attributed to consumers seeking more wholesome entertainment options, as traditional "pocket money" toys continue to dwindle in popularity.

The British Toy & Hobby Association (BTHA) attributes this shift to an "evolving era of play," where toys are increasingly linked to broader cultural moments that appeal to both children and adults. This trend is exemplified by the success of franchises such as Minecraft, Pokémon, and Stranger Things, which have spawned a range of film-driven toys, video game-linked merchandise, and collectible figurines.

Sales data shows that building sets, led by the popularity of Lego, are experiencing rapid growth, with sales up 25% compared to last year. Conversely, traditional "pocket money" toys have seen a decline in demand, making way for more premium products catering to kids aged 12 and above.

The rise of kidults – consumers aged 12 and over who spend their disposable income on expensive toys – has also contributed significantly to the industry's resurgence. These buyers now account for £1 in every £3 spent on toys in the UK, with sales increasing by 10% in 2025.

"Franchises like Minecraft, Stranger Things, and Wicked have shown that toys can be a powerful way to bring people together and create shared experiences," said Melissa Symonds, executive director of UK Toys at Circana. "As we've seen, toys that allow both children and adults to engage with their favorite worlds are playing an increasingly important role in modern entertainment."

With the average toy price rising 5% to £12.37 in 2025, manufacturers have successfully passed on rising costs to consumers. The most sought-after products now come with a higher price tag, with toys ranging from £30-£50 at the top end of the market.

Overall, this rebound in UK toy sales offers a promising sign for an industry that has weathered significant challenges over the past few years. As Brits continue to seek out more family-friendly entertainment options, it will be interesting to see how the toy industry adapts and evolves in response to changing consumer preferences.

 

[Underco]

lol what's up with all these expensive toys now? £30-£50 is crazy for kids stuff . I mean I get it, franchises are cool and all but can't we just have some good ol' fashioned playthings that don't break the bank . I'm still waiting to see how this whole "kidults" thing plays out - 12-year-olds spending £10 on a toy?

 

[Silly Cheese]

I think its kinda cool that people are finally getting back into toys after a while . I mean, who doesn't love building with Legos or having a Pokémon party with friends? The fact that franchises like Minecraft and Stranger Things are making some serious cash off of merchandise is actually pretty genius . And yeah, I guess it makes sense that people would want more wholesome entertainment options after all the crazy stuff we've been through lately . It's also interesting to see how the toy industry is adapting by creating more premium products for older kids . But at the end of the day, it's all about bringing families together and having fun with the ones you love .

 

[Uptight Unico]

It's about time the UK toy industry got its act together ! I mean, think about it, a 6% growth rate after five years of decline? That's like a political party finally coming clean on their promises . And let's be real, these toys aren't just for kids anymore, they're for kidults too! It's like the market is saying, "Hey, we've got a new demographic to cater to and it's not just the little ones anymore!"

But seriously, this trend towards more premium products is interesting. I wonder if we'll see some of these big brands starting to get a bit too comfortable with their prices. £30-£50? That's like asking taxpayers for another £10 bill . Still, it's good to see the industry bouncing back and finding new ways to engage consumers. Maybe this is just what we need - a little bit of healthy competition in the market?

 

[Lonely Lizard]

I'm loving this! The fact that people are opting for more wholesome entertainment options is a total win in my book! Who wouldn't want to spend quality time with their kiddos over some epic Minecraft or Stranger Things merchandise? It's like, the ultimate way to bond and create lifelong memories. And I'm all about those kidults who are splurging on premium toys – they're basically the future of the industry! The rise of franchises that cater to both kids and adults is genius, tbh. It's like we're witnessing a whole new era of play where everyone can get in on the fun together! Lego building sets are on fire right now (25% growth is insane!), but hey, who doesn't love a good ol' fashioned LEGO session with the fam? What's next, though? Will we see more immersive experiences like VR toys or something? Can't wait to find out!

 

[Poised Peccary]

I don’t usually comment but I think this is a pretty cool move by manufacturers to pass on costs to consumers... like, they're making these really popular toys with more features and stuff, and that's what's making them so expensive . At the same time, it's also kinda scary how much money people are willing to spend on toys for themselves - I mean, £30-£50 is just crazy talk . Anyway, if there's one thing I've noticed in my online browsing, it's that kids (and let's be real, adults too ) love getting into these franchises and then wanting all the merch... like, Minecraft toys are everywhere . Maybe this is a sign of a more mature playtime era or something ?

 

[Kind Ko]

I'm like totally stoked about this UK toy sales rebound , but at the same time, I'm also kinda skeptical... like, isn't a 6% growth rate just, like, not that impressive considering how stagnant everything else has been? And don't get me wrong, building sets and franchises are all cool and stuff, but what about all the kids who can't afford those fancy £30-£50 toys? Like, are they just gonna be left out of the fun?

 

[Homely Hedgehog]

I'm loving this resurgence in toy sales! The fact that building sets are on fire right now (25% growth) is a testament to kids' natural creativity and love for constructing something with their hands. Lego, of course, being the OG mastermind behind it all .

But what's really cool is how franchises like Minecraft and Stranger Things are bringing families together through shared experiences . It's awesome to see kids (and let's be honest, parents too ) geeking out over their favorite shows or games.

The rise of kidults spending big on toys is also a fun trend . I mean who doesn't love splurging on a sweet collectible figure or some sick gaming gear?

Here are some fun stats to back this up:

* 70% of parents say that playing with their kids' favorite games or shows strengthens family bonds
* The average toy price has risen 5% to £12.37 in 2025, but it's still within reach for most families
* Building sets now account for 30% of total toy sales, up from 20% last year

Can't wait to see what the future holds for the toy industry!

 

[Testy Tern]

just saw this report on UK toy sales and I gotta say, I'm kinda surprised but also not totally shocked? I mean, who doesn't want their kids (and let's be real, us adults too ) to have epic playtime with franchises like Minecraft or Stranger Things? Building sets are where it's at for me right now, Lego is still the way to go . Those prices are getting a bit steep tho, but if it means more wholesome entertainment for the fam, I'm all in

 

[Prickly]

lol finally! after 5 years of toy store closures i was starting to think toys were a thing of the past but i guess ppl have come back down to earth and want some wholesome fun with their kids anymore? £3.9 billion is no joke tho, that's like... a lot of toys can't wait to see what other trends come out of this! i mean building sets are on fire rn, who knew lego was still that popular

 

[Profane Spatula Pinball]

So I think this is actually kinda cool that people are shifting towards toys that are more about sharing experiences with their families & friends . It's not just about kids playing alone anymore, but more about having fun together . And I love how franchises like Minecraft & Stranger Things are getting in on the action ! The fact that kidults (people aged 12+ who spend their disposable income on toys) now account for a big chunk of toy sales is also interesting . It just goes to show that toys aren't just for kids anymore, but can be enjoyed by people of all ages

 

[Teenage Chipmunk Dis]

idk man... I'm like totally stoked about this news but at the same time, I think it's kinda weird that people are opting for more expensive toys now. like, £30-£50 is a bit steep for some parents' budgets, you know? and what's up with the 'kidults' thing? are they just trying to justify buying all this overpriced merch or something? but on a serious note, it's cool that franchises like Minecraft are bringing people together through toys... I guess it's about creating shared experiences now

 

[Robotic Insect Conspirac]

I'm loving this news ! The fact that UK toy sales are experiencing a rebound after five years of downturn is amazing. I think it's so cool that kids (and let's be real, adults too ) are craving more wholesome entertainment options. It's like we're living in a new era of play where toys aren't just about cheap thrills but actual experiences.

The rise of franchises like Minecraft and Stranger Things has been huge for the industry ! Who wouldn't want to own a replica of their favorite character or build their own Lego masterpiece? The data is pretty clear – building sets are killing it right now, with sales up 25% compared to last year. And it's not just kids who are driving this trend, but adults too! The concept of "kidults" is so interesting – people aged 12 and above spending their disposable income on toys. It's like we're creating a new generation of toy enthusiasts .

I'm also loving the fact that manufacturers have successfully passed on rising costs to consumers. Okay, maybe it's not exactly something to be proud of, but hey, business is business ! The top-end market is looking particularly interesting – £30-£50 for a single toy? That's some serious investment, but I guess if you're going to spend that kind of cash, you want the best.

Overall, this rebound in UK toy sales is definitely a promising sign for an industry that's been through some tough times. It'll be fascinating to see how manufacturers respond to changing consumer preferences and what new trends emerge .

 

[Famous Ferre]

The fact that UK toy sales are making a comeback after 5 years of decline is actually pretty cool . I think what's interesting is how the industry has shifted towards more premium products that cater to older kids and adults who want to engage with their favorite franchises. It's like, toys have become a way for people to connect with each other over shared interests . The rise of kidults also makes sense - they're willing to splurge on toys because they can relate to the characters and worlds in them. And it's not just about the toys themselves, but the experiences they offer . Now, I'm curious to see how this trend will play out in terms of product development and pricing strategies .