He-Man Set for Big Comeback as UK Toy Industry Rides ‘Newstalgia’ Wave

Published: 06 October 2025. The English Chronicle Desk, English Chronicle Online

The UK toy market is witnessing a remarkable revival as the cultural phenomenon of “newstalgia” continues to reshape consumer demand, with the iconic 1980s hero He-Man now poised to become the next big retro comeback.

After recording a decline of nearly 4% in 2024, toy sales in Britain have rebounded strongly, climbing 8% so far this year. Industry analysts attribute the surge to the combined influence of blockbuster films and the emotional pull of retro brands that allow parents to relive their childhoods while passing beloved franchises on to their own children. Popular titles such as Minecraft, Lilo & Stitch, Teenage Mutant Ninja Turtles, and Care Bears have all enjoyed renewed success, laying the groundwork for He-Man’s re-entry into the mainstream.

According to data released by Circana, UK consumers spent over £100 million more on toys between January and July compared with the same period in 2024. Total sales hit £1.8 billion, up from £1.7 billion the previous year. Sales of licensed toys—often tied to major film and television franchises—proved especially strong, growing 14% and accounting for roughly 35% of the overall market.

Rory Partis, director of UK toys at Circana, explained the underlying appeal: “UK consumers are finding the money to treat themselves to toys that provide an emotional return and help with stress relief. The ‘newstalgia’ trend enables adults to return to their childhood. They’re also enjoying sharing their toys and memories with their own children, giving rise to a new generation of fans.”

The demographic shift in the toy market has also been striking. Increasingly, manufacturers are targeting “kidults”—consumers aged 12 and above who enthusiastically purchase high-end Lego sets, collectable figurines, and anime or manga merchandise. Lego’s recent release of One Piece sets marked the company’s first foray into manga-themed products, underlining the growing demand for crossover items that appeal equally to younger fans and adult collectors.

The phenomenon echoes the recent success of Greta Gerwig’s Barbie, which sparked a cultural reappraisal of the doll and led to soaring sales of related products. Industry experts believe that He-Man could be the next character to benefit from a Hollywood-led resurgence.

Anticipation is building ahead of the 2026 release of Masters of the Universe, a live-action film directed by Travis Knight. The movie is expected to propel the muscled superhero back into popular culture, triggering widespread demand for action figures, merchandise, and collectables ranging from duvet covers to branded water bottles.

This momentum was highlighted at the Brand Licensing Europe conference in London, where Mattel and Amazon MGM Studios held a major session entitled A Legend Reborn: Reimagining Masters of the Universe. The event underscored the scramble among companies eager to secure licensing rights for what many believe will be one of next year’s most lucrative franchises.

Ruth Henriquez, head of consumer products at Mattel, said the revival was tapping into a powerful mix of memory and reinvention: “We are experiencing strong consumer demand for storytelling, nostalgia, and innovation brought to life through licensing partnerships. These franchises are driven by nostalgia but also powered by reinvention.”

Henriquez emphasised that while He-Man’s peak popularity was in the 1980s, the Masters of the Universe brand has remained embedded in global pop culture. Adults continue to appear at comic conventions dressed as He-Man or his nemesis Skeletor, while Gen Z has embraced the franchise through memes and online references.

“Adults really want to connect with brands of their childhood,” Henriquez added. “They want to have that feeling they had when they played as kids, and we see a rise in sales being driven by that emotional connection.”

For the toy industry, the success of He-Man’s anticipated return will be a litmus test for how deeply nostalgia can fuel long-term growth. What began as a trend driven by adults seeking comfort in childhood memories is now evolving into a multi-generational movement, with parents and children bonding over the same beloved characters.

As the UK toy sector continues to grow, industry insiders say one thing is clear: the heroes of the past are not just making a comeback—they are finding a new place in the cultural imagination of today. And with He-Man expected to shout his legendary battle cry once again on the big screen, toy store shelves across Britain are preparing for a wave of nostalgia-powered demand.