The UK toy market is booming again in 2025 — and it’s not just kids driving sales. Discover how adult collectors and “kidults” are shaping trends, from collectibles to creative play.
The New Face of Play
The UK toy market is changing fast. It’s not only children unwrapping toys this year — adults are joining in. From collectible figures to creative building sets, grown-ups are spending more on toys for themselves than ever before.
Industry data shows the UK toy market grew 8% in the first half of 2025, marking a strong recovery after a tough 2024. One big reason? Adults, often called “kidults,” are now one of the fastest-growing groups of toy buyers.
What’s Driving the Kidult Boom?
1. Nostalgia Never Gets Old
Adults are rediscovering the joy of play — and the comfort of nostalgia. Toys they loved as kids are back, often re-imagined for older audiences. Whether it’s a LEGO® set, collectible figure, or plush character, adults are buying toys for themselves as a form of relaxation, creativity, or stress relief.
2. Collectibles & Viral Culture
Social media has supercharged toy trends. Limited-edition collectibles like Labubu and Jellycat plush toys have gone viral on TikTok and Instagram, sparking massive demand among adult buyers. Some toys are even selling out within minutes of restocks.
According to Vogue Business, this “designer toy” movement is merging art, fashion, and collectibility — and adults can’t get enough of it.
3. Building, Crafting, and Creating
It’s not all about shelf displays. Building sets, puzzles, and craft kits are thriving, especially among adults seeking screen-free downtime. LEGO® UK, for example, recently hit a record £500 million in sales, driven in part by its adult fan community.
4. Emotional Value in Hard Times
Amid rising living costs, toys offer small, meaningful moments of joy. Adults are choosing items that give emotional value — affordable collectibles, creative hobbies, and gifts that spark connection.
The Market Momentum
Recent reports from Toy News and Circana reveal that:
- Adult and teen buyers (ages 12+) now make up a significant share of toy spending.
- Games & Puzzles grew by 34% in the UK in early 2025.
- Licensed toys — linked to films, shows, or cultural icons — remain a key driver of growth.
- The “kidult” segment continues to outpace traditional children’s categories in sales growth.
Put simply: adults aren’t just a side trend — they’re reshaping the entire toy market!