From Lego to Pokémon: How Adults Are Driving UK Toy Market Growth

Published: 12 November 2025 | The English Chronicle Desk | The English Chronicle Online

UK toy sales have risen for the first time since the pandemic, driven by a surge of adult collectors, or “kidults,” purchasing brands such as Lego and Pokémon. According to research firm Circana, the value of toy sales increased by 6% in the year to September compared with the same period last year, signalling renewed confidence in the sector.

Several factors have contributed to the rebound, including popular film releases, sports merchandise such as Formula 1 toys, and the enduring appeal of nostalgic brands like Lego. “The products that are doing really well at the moment, such as Lego and Pokémon, are the ones that have that cross-generational appeal,” said Melissa Symonds, UK toys director at Circana. “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.”

The kidult market, which targets consumers over the age of 12, now accounts for roughly a third of toy sales. Many adults are revisiting childhood favourites while purchasing items to share with their children. Pokémon cards, for instance, have attracted collectors who grew up with the brand decades ago and now wish to introduce it to a new generation.

The Toy Retailers Association recently launched its annual DreamToys series, highlighting toys expected to be big sellers this Christmas. Many of this year’s selections are designed to appeal across age groups, from Hot Wheels F1 racing circuits for collectors to interactive dinosaur toys and dolls inspired by stage and screen productions such as Wicked. Some products, like a mini-marshmallow feeding game, are deliberately analogue, requiring no batteries or internet connectivity, while still encouraging players to share their experiences on social media.

Affordability remains a key factor, with the average toy price last December at £13.43. Toys priced between £10 and £20 remain the most popular, reflecting parents’ ongoing concerns over the cost of living. Despite these challenges, the UK toy sector’s annual sales have now reached nearly £4 billion, marking a significant milestone in the market’s post-pandemic recovery.

The resurgence highlights the enduring appeal of toys that bridge generations, blending nostalgia with contemporary entertainment trends and demonstrating the industry’s ability to innovate while meeting the needs of both children and adults.