Toy sales rise for first time since Covid as adult collectors boost market

The UK toy market has grown for the first time since the Covid-19 pandemic, according to new data from market analyst Circana, as rising demand from adult collectors and strong sales of building sets helped lift the sector.

Toy sales reached £3.9bn in the 12 months to August 2025, up 3% on the previous year. Between January and August, sales rose 6%, positioning retailers for a potentially strong end to the year during the peak Christmas trading season.

Building sets remained the fastest-growing category for the second year running, now accounting for 18% of toy purchases and generating £336m in sales between January and August. 

Circana said the category, dominated by Lego, had been driven by themed ranges including Formula 1, Lego Botanicals and Minecraft, appealing to both children and adults.

Collectible toys, items such as trading cards, mini figures and playset dolls sold as part of series or blind-bag collections, also fuelled growth. 

They now represent 17% of total spending, worth £262m, and 22% of all toys sold in the year to September.

Additionally, sales among so-called “kidults”, consumers aged 12 and over who buy toys for themselves, rose 5% in the 12 months to June 2025, accounting for £1.2bn, or 31% of total toy spending. 

Circana said nearly half of adults (43%) had bought a toy for themselves or another adult this year, rising to 76% among Generation Z shoppers aged 18 to 34.

Data for the first half of 2025 also showed that sales of toys for children increased 6%, the strongest performance in several years.

Christmas continues to account for nearly a quarter of annual toy sales, worth £0.9bn in the 12 months to June 2025. 

With Christmas Day falling on a Thursday this year, Circana stated that retailers could benefit from an extended window for last-minute shopping in December.

The average selling price per toy in December 2024 was £13.43, with toys priced between £10 and £20 making up around one-third of sales during the period.

Melissa Symonds, UK toys director at Circana, said: “With an average purchase price of £8.54 per toy, collectibles tap into the joy economy, giving shoppers affordable ways to celebrate fandom and community. The category is a social-media favourite thanks to unboxing and reveal culture that fuels engagement and repeat purchases.

“It’s a double success story. 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.”

Symonds added: “After a strong year of growth in 2025 and more to come in these final weeks, we’re heading towards 2026 with real momentum. Major releases such as Toy Story 5, Minions 3 and the FIFA World Cup are set to keep excitement high across licensed toys and collectibles.”