Increase of 8% this year in line with ‘strong rebound’ in global market, data shows
UK toy sales have bounced back as adults increasingly muscle in on the market, snapping up everything from Pokémon trading cards and Lego sets to collectibles and action figures based on movie and TV franchises.
After falling almost 4% in 2024, UK toy sales have risen 8% so far this year, in line with the “strong rebound” enjoyed by the global market, data shows.
While the fortunes of the UK toy industry have for some time been linked to a growing army of “kidults” (buyers aged 12 and over), it is over-18s who appear to have driven the increase in sales in the first half of 2025, data from the market research company Circana suggests.
The firm said that in the UK the fastest growth was in games and puzzles, including Pokémon cards. These are enjoying a fresh wave of popularity among nostalgic adults, helped by social media influencers brandishing their rare finds. Building sets from companies such as of Lego were also flying off the shelves, as were action figures and collectibles.
