UK toy market enjoys bumper year as ‘kidults’ fuel demand

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

The UK toy industry is enjoying a remarkable year, buoyed by both children and adult collectors, as the annual DreamToys list highlights the season’s most sought-after items. From singing Wicked 2 dolls to manga-themed Lego, Pokémon games and quirky mini-fridge playsets, the list demonstrates that toys are no longer just for children. Increasingly, adults—dubbed “kidults”—are playing a major role in driving the market, blending nostalgia, fandom and self-care into the traditional joy of play.

In recent years, “kidults,” defined as buyers aged 12 and over, have become a powerful economic force in the toy sector, accounting for approximately £1 in every £3 spent on toys in the UK. Data from the research company Circana reveals that almost half of adults (43%) have purchased a toy for themselves or another adult this year. Among Gen Z consumers aged 18 to 28, the figure rises to 76%, reflecting the deep cultural resonance of collectible and pop-culture-related toys.

The market has bounced back strongly after several challenging years. From January to the end of June 2025, toy sales for children grew by 6%, marking the strongest performance in recent times. Melissa Symonds, UK toys director at Circana, described the sector’s dual success: “We’re seeing children rediscover the joy of play while adults are embracing it as a form of self-care, nostalgia and fandom. That combination is keeping the market vibrant and relevant.”

Retailers are cautiously optimistic about the approaching Christmas season, which remains critical for the industry. Although recent tax rises announced in the autumn budget could affect consumer spending, experts suggest that toys form part of what Symonds calls the “joy economy,” meaning their demand is less sensitive to general economic trends. With relatively affordable price points—last December, the average toy sold for £13.43, and one-third of sales fell in the £10-20 range—parents and gift-givers may still prioritize purchasing toys despite tighter household budgets.

Paul Reader, chair of the DreamToys selection panel at the Toy Retailers Association, described the year as “incredible” for the sector, noting that the market is in “seriously positive territory.” He said the list helps consumers make informed decisions while maintaining optimism for the festive period: “There is a strong sense that we are going to have less disposable income coming out of the budget, but the magic of Christmas is always going to be there, and parents and grandparents all work hard to make sure it is enjoyable for the whole family.”

The DreamToys list reflects a diverse array of interests and price points. The cheapest toy on the list, a £13 Dress to Impress doll based on the hit Roblox fashion game, is aimed at younger children and casual collectors alike. At the other end of the spectrum, a £120 Lego ship inspired by the Japanese anime series One Piece caters to serious hobbyists and collectors, demonstrating the range of spending across the industry.

The release of the highly anticipated Wicked 2 sequel is expected to drive demand for related merchandise, particularly the £35 singing Elphaba and Glinda dolls, which feature prominently on the DreamToys list. Film and television franchises continue to wield significant influence in the market. Items such as the £30 interactive Evie Pig—Peppa Pig’s baby sister—and an £80 Stitch soft toy with 100 sounds and reactions illustrate the enduring appeal of beloved characters across age groups.

Unique and quirky items also feature on the list. The £20 Fill the Fridge playset, for instance, capitalizes on the viral “fridge restocking” trend while also appealing to collectors, a segment that now constitutes just over a fifth of all toys sold. These trends reflect a broader cultural shift in which toys are seen not merely as playthings but as lifestyle and hobby items, connecting communities and fandoms in new ways.

The rise of adult collectors has also influenced the types of toys that manufacturers produce. While traditional toys remain popular among children, brands increasingly cater to collectors through limited edition sets, intricate models, and merchandise linked to popular franchises. As Symonds explained, “Adults are rediscovering toys not only for nostalgia but as a means to unwind, bond with peers, and express their fandom. This trend has contributed significantly to the growth we are seeing this year.”

Retailers are keenly aware of the importance of balancing products for children with those appealing to adult buyers. With sales data confirming that adult collectors are a substantial driver of growth, businesses are adjusting their marketing, inventory, and merchandising strategies accordingly. The 2025 DreamToys selection thus offers a snapshot of the evolving UK toy market, highlighting both traditional favourites and innovative new products.

As the holiday season approaches, the industry is preparing for strong demand, buoyed by the twin forces of nostalgic adults and enthusiastic children. While economic uncertainty persists, the resilience of the toy market demonstrates its unique position within the UK economy, where the joy of play transcends age and remains a steadfast source of entertainment and delight.