UK toy sales rose for the first time in five years last year, offering rare optimism for a sector that has struggled since the pandemic, but industry leaders are now watching closely for any fallout from potential social media bans aimed at under-16s.
The value of UK toy sales increased by 6 per cent in 2025, according to data from Circana, marking the first year of value growth since 2020. The total market was valued at £3.9 billion, as the number of toys sold also edged up by 1 per cent compared with the previous year.
Speaking at the annual Toy Fair on Tuesday, analysts said the rebound has been driven largely by the so-called “kidult” market, older children and adults whose purchasing decisions are often influenced by popular culture and online trends.
Melissa Symonds, executive director of UK toys at Circana, described 2025 as a “clear turning point” for the industry after several years of decline.
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