After five years of stagnation, the UK toy industry is finally showing signs of life. According to new figures from Circana, toy sales rose by 6%in value last year, marking the sector’s first growth since 2020. But this recovery is not being driven by toddlers or playground crazes. It is being powered by adults.

Welcome to the age of the 'Kidult'.

Social is reshaping how toys are discovered

Kidults, consumers aged 12 and over buying toys for themselves, now make up 30% of the UK toy market, up from just 17% in 2016. That shift has transformed not just who is buying toys, but how they discover them. Social media platforms have become key discovery engines, with trends spreading far faster than traditional advertising ever could. A single viral post can turn a niche collectible into a must-have overnight.

Influencers turn toys into lifestyle products

Influencer marketing has played a major role in repositioning toys as lifestyle and display items rather than children’s products. From Lego builds showcased by adult creators to collectors sharing Pokémon hauls, toys now sit alongside fashion, gaming and design content.

These creators do not just sell products. They sell identity, nostalgia and community. That emotional connection is driving higher-value purchases and long-term brand loyalty on platforms such as TikTok Shop. Check out the success of TikTok Shop from our Jimmy’s Iced Coffee case study. 

Content and UGC drive modern toy trends

User-generated content has become one of the toy industry’s most powerful growth tools. Reviews, unboxings, time lapses and collection tours all contribute to a constant stream of authentic content that feels far more engaging than polished advertising.

This wave of content creation has helped fuel a 12% rise in collectibles, with franchises like Pokémon, Hello Kitty and K Pop Demon Hunters becoming market-moving trends across generations.

TikTok is the engine behind viral toy moments

No platform has had more impact than TikTok. It's fast-moving algorithm rewards creativity and passion, making it the perfect space for toy brands to reach both Kidult collectors and younger audiences. Read more about how to do well on TikTok in 2026.

From Lego builds to surprise reveals, TikTok has turned toys into shareable moments and in many cases sell out products. However, with potential social media restrictions for viewers under 16 being discussed in the UK, brands may soon need to adapt how they engage audiences and creators alike.

What comes next for the UK toy industry

Despite ongoing cost of living pressures, spending on toys, particularly during Christmas, remains a priority for many households. Cinema, gaming, streaming and sports tie-ins continue to offer growth opportunities, while adult collectors show no signs of slowing down. Industry leaders have described 2025 as a pivotal year, with 2026 likely to test how resilient this Kidult-led growth really is. But one thing is clear. Toys are no longer just for kids, and brands marketing them should reflect that.

Let’s work together

The toy industry’s revival proves one thing. Storytelling, community and content now matter as much as the product itself.

If you are a brand looking to harness social media, influencer marketing, content creation, TikTok strategy or UGC to connect with modern consumers, let’s work together. Now is the time to build campaigns that do not just sell toys, but create culture.