Toys geared towards adults are expected to be popular sellers this year, reflecting a growing trend known as the “kidult” phenomenon. Major companies like Lego have reported significant increases in sales of products tailored for adult consumers. This shift is a response to the rising demand for activities that offer a break from screens and cater to nostalgic interests. According to the British Toy & Hobby Association, sales in the “kidult” category surged by 10% in the past year, surpassing the 4% growth in traditional children’s toys.
The top 30 Hero Toys for 2026, revealed during the Toy Fair event, feature several items designed with adults in mind, such as the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. This positive trend comes as the UK toy industry saw a 6% increase in sales in 2025, marking the first year of growth since the spike in toy purchases driven by the Covid-19 pandemic in 2020. The industry’s total worth has now reached £3.9 billion.
As the industry gears up for the upcoming year, toy makers and retailers are already anticipating the major trends of 2026. The annual Toy Fair held at London’s Olympia serves as a crucial platform for showcasing the latest products and innovations. A panel of independent retailers has selected Hero Toys winners from a wide array of submissions, highlighting some of the most imaginative and captivating toys available.
Football-themed toys are expected to be a hit with the upcoming FIFA World Cup, with Zuru’s Ballers collectables making the list of anticipated popular items. Additionally, the release of new films like Toy Story 5 and Super Mario is projected to drive toy sales, building on the success of film-related toys that accounted for 16% of all toy sales in 2025.
Toys inspired by popular TV shows, including hits like Stranger Things and The Traitors, were top sellers last year. The 2026 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. Alongside Lego, other beloved toy brands like PlayMobil and Care Bears have also made the list of favorites.
Furthermore, the selection of toys for 2026 features a diverse range of products, with more than a third priced at £15 or below, averaging at £27. Notable items on the list include a CONNETIX 48 Piece Pastel Portal Pack priced at £79, demonstrating a mix of affordability and innovation. These Hero Toys showcase the creativity and variety within the UK toy industry, catering to different preferences and age groups.
Rebecca Deeming-Mitchell from the British Toy & Hobby Association emphasized the significance of Hero Toys in predicting consumer preferences for the upcoming year. Melissa Symonds, executive director for UK Toys at Circana, highlighted the transformative year 2025 has been for the toy market, with a focus on innovation driving growth and engaging both parents and children. Looking ahead, the market is expected to be energized by a lineup of exciting film and TV releases, underscoring the importance of toys that connect people with their favorite entertainment franchises.