Adult-oriented toys are anticipated to be popular sellers this year, reflecting a trend known as the “kidult” phenomenon.
Leading companies like Lego are experiencing a surge in the sales of products tailored for grown-ups. The market is witnessing an increasing range of items catering to this trend, as individuals seek ways to disconnect from technology and indulge in their hobbies. According to the British Toy & Hobby Association, sales within the “kidult” category rose by 10% last year, surpassing the 4% growth in children’s toys under the age of 12.
The top 30 Hero Toys for 2026, revealed at the commencement of the Toy Fair event, featured two products specifically designed for adults: the Lego Botanicals Tulip Bouquet priced at £55 and the Ravensburger 3D Vase Puzzle available for £15.
The UK toy industry saw a return to growth in 2025, marking the first positive year since the spike in toy sales driven by the Covid-19 pandemic in 2020. Recent figures released during the event indicate a 6% year-on-year increase in toy sales, contributing to a total sector value of £3.9 billion.
Despite Christmas being a recent memory, toy manufacturers and retailers are already forecasting the upcoming trends of 2026, with the annual Toy Fair at London’s Olympia serving as a pivotal event. Alongside showcasing the latest products, a group of independent retailers have chosen their Hero Toys winners from numerous entries, highlighting some of the most innovative and captivating toys on display.
Over a third of the toys are priced at £15 or less, with an average price of £27, while the most expensive item is a CONNETIX 48 Piece Pastel Portal Pack priced at £79.
With the FIFA World Cup on the horizon, football-themed toys are expected to be in demand, with Zuru’s Ballers range of collectibles making the list.
Anticipated film releases are projected to drive sales, including Toy Story 5 and Super Mario. Film-related toys accounted for 16% of all toy sales in 2025, following a successful year at the box office with hits like Minecraft, Pokémon, and Lilo & Stitch.
Toys inspired by popular TV shows also performed well last year, buoyed by successes such as Stranger Things and The Traitors. This year’s Hero Toys lineup includes a Peaky Blinders-themed version of the Cryptic Killers’ unsolved murder mystery game and a toy linked to the travel competition TV show Race Across the World.
In addition to Lego, other favored toy brands featured on the list are new PlayMobil and Care Bears offerings.
The list also includes unconventional items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy called Pup-Pee Showdown featuring a urinating dog.
Rebecca Deeming-Mitch