Toys Are Back! UK Toy Market Grows for First Time in Five Years as Families Connect Over Streaming Sensations Reinvigorating the Toy Aisle
Toys are having a resurgence, as new figures reveal UK toy sales jumped 6% last year, marking the industry’s first return to growth in five years.
Revealed today by the British Toy & Hobby Association (BTHA) and global market research company, Circana at Toy Fair in London, the data shows a powerful comeback fuelled in part by blockbuster films, binge-worthy streaming shows, and gaming favourites that are refreshing toy aisles across the country.
Across the board, the toy market showed healthy balance, with more than half of major toy categories growing in 2025. The biggest winners were Building sets, Action Figures, and Games and Puzzles, supported by entertainment licences, fandom, and consumers’ enjoyment of socialising through play.
Following a huge year for the big screen, including hits such as Minecraft, Lilo & Stitch, and Jurassic World, film-linked toys now account for 16% of the entire UK toy market.
But it’s not just films driving demand. Streaming sensations such as Stranger Things and The Traitors, alongside popular video games such as Fortnite, have helped push licensed toys to account for 38% of all toy sales, one of the strongest signals yet that entertainment-led play is here to stay well into 2026.
Children continue to power the toy boom making up two-thirds of all toy spending, but they aren’t alone. Young parents and adults are reshaping the market too, with a survey by Circana showing that 76% of 18–34-year-olds have bought a toy for themselves or another adult in the past year, whether for nostalgia, collecting, or shared family fun.
Kerri Atherton, Head of Public Affairs at the BTHA, said: “Toys are a family affair. Parents are choosing play that feels familiar and meaningful, whether reliving childhood favourites or sharing screen-to-toy moments with their kids. Toys are not just about singular playtime, they’re about connection, comfort, and joy, and it’s great to see quality family time and the wide-appeal of toys across generations driving this revival.”
With upcoming blockbusters such as Toy Story 5 and Super Mario on the way, film launches will continue to shape what children choose to play with well into 2026. Many new licensed toys will be on show at Toy Fair (20-22 January) at Olympia in London, from Lilo & Stitch crafting kits by Igloo, and Spongebob Magic Dough by Craze, through to DIY Minecraft Chicken Jockeys by Bladez Toyz, and Metal Sonic Cable Guy desk lights by EXG Pro.
Melissa Symonds, Executive Director, UK Toys, Circana said: “It’s incredibly exciting to see the UK toy market back in growth, driven by the power of shared entertainment that’s loved by parents and children alike. Streaming and films are turning screen moments into play moments, bringing families together, and generating excitement in the toy aisle.”
TOP HERO TOYS ANNOUNCED FOR 2026 AVAILABLE NOW
Company Name
Product Name
Category
RRP
A.B.Gee Of Ripley
Fuggler Fugg Stars 9-Inch Plush by ZURU
Plush Toys
£14.99
A.B.Gee Of Ripley
FIFA WORLD CUP 2026™ Ballers by ZURU
Licensed Toys
£9.99
Bigjigs Toys
NeeDoh Jelly Hops
Sensory, Novelty & Pocket Money Toys
£6.99
Epoch Making Toys
Citrus Bird Juice Stand
Mini Doll Collectibles
£39.99
Buddy and Barney
Scratch and Sniff – Under the Sea Fart Book
Preschool Toys
£8.99
The LEGO Group
LEGO Botanicals Tulip Bouquet
Construction Toys
£54.99
The LEGO Group
LEGO® Minecraft Mini Biomes
Construction Toys
£54.99
Playmobil UK
PLAYMOBIL 72011 ESA: MARS
RESEARCH ROCKET
Preschool Toys
£49.99
Spin Master Toys
Hex Bots Skitter Bots
Robots & Tech Toys
£9.99
TOP HERO TOYS FOR 2026 AVAILABLE THROUGHOUT THE YEAR
SMART
Smart Games – Hansel & Gretel
Games – Children
£19.99
Professor Puzzle and Ginger Fox
RACE ACROSS THE WORLD CARD GAME
Games – Card
£12
Canal Toys
Style 4 Ever Mini Camera Bag Charm Kit
Robots & Tech Toys
£14.99
Target Darts
Target Star Wars R2-D2 Two-Sided Magnetic Dartboard
Licensed Toys
£24.99
Cryptic Killers
Cryptic Killers – Peaky Blinders Case File
Games – Adult
£22.99
Buki France
Potions Lab
STEM Education Toys
£19.99
Casdon
Casdon Heartbrands Ice Cream Parlour Playset
Preschool Toys
£30.00
Bandai Namco Toys & Hobby
Megahouse: MEGA CAT PROJECT – ONE PIECE Good Night Nyan-Piece-Nyan!
Collectibles
£15
KTL
Squeezy Sitting Highland Cow Stress Toy
Sensory, Novelty & Pocket Money Toys
£1.99
Simba Smoby UK
Disney YuYus Stitch / Disney YuYus Pooh
Collectibles
£14.99
Just Play
Emotional Support Pals Highland Cows
Plush Toys
£14.99
CONNETIX & My Creative Box
CONNETIX 48 Piece Pastel Portal Pack
STEM Education Toys
£79.00
Character Options
Giftie Badge Maker
Arts & Crafts
£34.99
Basic Fun!
Care Bears Caring Cuties
Collectibles
£12.99
Ravensburger
Vase 3D Puzzle
Puzzles
£14.99
VTech/LeapFrog
Scan & Learn Checkout
Preschool Toys
£34.99
Marvin’s Magic & Marvin’s Distribution
ZipString Aracna
Outdoor Toys
£29.99
MV Sports & Leisure
Hot Wheels Racer Ride on
Outdoor Toys
£64.99
Mookie Toys
Pup-Pee Showdown
Games – Family
£19.99
Vivid Goliath
Butt Face – Chester Cheeks
Games – Family
£24.99
Vivid Goliath
Jelly Blox Squish Train Set
Preschool Toys
£39.99
