Toy sellers watch social media curbs as UK market returns to growth

"UK toy sales rose for the first time in five years last year, offering rare optimism for a sector that has struggled since the pandemic, but industry leaders are now watching closely for any fallout from potential social media bans aimed at under-16s. The value of UK toy sales increased by 6 per cent in 2025, according to data from Circana, marking the first year of value growth since 2020."

"Speaking at the annual Toy Fair on Tuesday, analysts said the rebound has been driven largely by the so-called "kidult" market, older children and adults whose purchasing decisions are often influenced by popular culture and online trends. Melissa Symonds, executive director of UK toys at Circana, described 2025 as a "clear turning point" for the industry after several years of decline."

""Excluding the unusual pandemic years, this was the first period of organic growth since 2016," she said. "Spending by older consumers has been critical to that recovery." Kidults, defined as buyers over the age of 12, accounted for 30 per cent of the UK toy market last year, up from 17 per cent in 2016. Building sets, particularly those produced by LEGO, have remained popular with adults, while collectibles saw 12 per cent growth across generations."

UK toy sales returned to value growth in 2025, rising 6 per cent to £3.9 billion while the number of toys sold edged up 1 per cent. The rebound was driven largely by older consumers — 'kidults' over the age of 12 — who accounted for 30 per cent of the market, up from 17 per cent in 2016. Building sets, especially LEGO, and collectibles recorded strong performance, with franchises such as Pokémon, K-Pop Demon Hunters and Hello Kitty amplified by social media. Cinema, streaming and video-game tie-ins including Minecraft and Formula 1 also supported sales. The sector is monitoring potential impacts from proposed social-media restrictions for under-16s.

Read at Business Matters