Toys are having a resurgence, as new figures reveal UK toy sales jumped 6% last year, marking the industry’s first return to growth in five years. Revealed by the British Toy & Hobby Association (BTHA) and global market research company, Circana at Toy Fair in London, the data shows a powerful comeback fuelled in part by blockbuster films, binge-worthy streaming shows, and gaming favourites that are refreshing toy aisles across the country.
Across the board, the toy market showed healthy balance, with more than half of major toy categories growing in 2025. The biggest winners were Building sets, Action Figures, and Games and Puzzles, supported by entertainment licences, fandom, and consumers’ enjoyment of socialising through play.
Following a huge year for the big screen, including hits such as Minecraft, Lilo & Stitch, and Jurassic World, film-linked toys now account for 16% of the entire UK toy market.
But it’s not just films driving demand. Streaming sensations such as Stranger Things and The Traitors, alongside popular video games such as Fortnite, have helped push licensed toys to account for 38% of all toy sales, one of the strongest signals yet that entertainment-led play is here to stay well into 2026.
Children continue to power the toy boom making up two-thirds of all toy spending, but they aren’t alone. Young parents and adults are reshaping the market too, with a survey by Circana showing that 76% of 18–34-year-olds have bought a toy for themselves or another adult in the past year, whether for nostalgia, collecting, or shared family fun.
Kerri Atherton, Head of Public Affairs at the BTHA, said: “Toys are a family affair. Parents are choosing play that feels familiar and meaningful, whether reliving childhood favourites or sharing screen-to-toy moments with their kids. Toys are not just about singular playtime, they’re about connection, comfort, and joy, and it’s great to see quality family time and the wide-appeal of toys across generations driving this revival.”
With upcoming blockbusters such as Toy Story 5 and Super Mario on the way, film launches will continue to shape what children choose to play with well into 2026. Many new licensed toys will be on show at Toy Fair (20-22 January) at Olympia in London, from Lilo & Stitch crafting kits by Igloo, and Spongebob Magic Dough by Craze, through to DIY Minecraft Chicken Jockeys by Bladez Toyz, and Metal Sonic Cable Guy desk lights by EXG Pro.
Melissa Symonds, Executive Director, UK Toys, Circana said: “It’s incredibly exciting to see the UK toy market back in growth, driven by the power of shared entertainment that’s loved by parents and children alike. Streaming and films are turning screen moments into play moments, bringing families together, and generating excitement in the toy aisle.”
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