Toys Are Back: How Entertainment is Powering the UK Toy Market

The UK toy industry is bouncing back in style, with new figures revealing a 6% increase in toy sales last year, marking the first growth in five years. The resurgence comes as blockbuster films, binge-worthy streaming shows, and popular video games are reinvigorating toy aisles across the country, turning playtime into a shared experience for families and collectors alike.

Data released by the British Toy & Hobby Association and global market research company Circana shows that more than half of major toy categories saw growth in 2025. The biggest winners were building sets, action figures, and games and puzzles, boosted by entertainment licences and a growing enthusiasm for social play. Films such as Minecraft, Lilo & Stitch, and Jurassic World helped push movie-linked toys to account for 16% of the UK toy market, while streaming sensations like Stranger Things and The Traitors, along with video game favourites such as Fortnite, have driven licensed toys to represent 38% of all sales. The trend highlights the continuing power of entertainment-led play and its ability to connect children with the worlds they love on screen.

Children continue to drive the market, making up two-thirds of all toy spending, but young adults are also reshaping the industry. A survey by Circana found that 76% of 18–34-year-olds purchased 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, explained: “Toys are a family affair. Parents are choosing play that feels familiar and meaningful, whether reliving childhood favourites or sharing screen-toy moments with their kids. Toys are not just about singular playtime, they are about connection, comfort, and joy, and it is great to see quality family time and the wide appeal of toys across generations driving this revival.”

The recent Toy Fair, held from 20 to 22 January at Olympia in London, showcased many of the newest licensed toys set to shape the year, including Lilo & Stitch crafting kits by Igloo, Spongebob Magic Dough by Craze, DIY Minecraft Chicken Jockeys by Bladez Toyz, and Metal Sonic Cable Guy desk lights by EXG Pro. The event highlighted the continued influence of entertainment on play and offered a glimpse into what will keep children engaged throughout 2026.

Melissa Symonds, Executive Director, UK Toys at Circana, added: “It is incredibly exciting to see the UK toy market back in growth, driven by the power of shared entertainment 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.”

With the combination of nostalgia, entertainment licences, and a renewed focus on family fun, the UK toy market is enjoying a welcome revival, proving that toys continue to connect generations and bring joy well beyond childhood.