Toy sales rebound 6% as brands target cross-generational appeal

Toy sales rebound 6% as brands target cross-generational appeal

Toy sales in the UK climbed 6% year-over-year to September, marking the first growth since the pandemic peak, according to retail analytics firm Circana. The uptick follows a post-2021 slump, driven by a mix of film tie-ins, sports trends, and products bridging generational divides.

Cross-generational products lead growth

Brands like Lego and Pokémon-offering appeal to both children and adults-dominated sales, said Melissa Symonds, Circana's UK toys director. "The sweet spot is products that resonate across ages," she noted, citing the challenge of balancing pre-school and adult markets. "Some will focus narrowly, but the real winners capture both."

"Kidults" (buyers aged 12+) now account for a third of toy purchases, with adults increasingly buying for themselves. The trend reflects nostalgia and shared experiences, as parents reintroduce childhood favorites like Pokémon cards to their kids, per Emma Bunce of Pokémon.

Key drivers: Films, sports, and nostalgia

Blockbuster releases (e.g., Stitch), Formula 1's popularity, and retro appeal fueled demand. The Toy Retailers Association's DreamToys list for Christmas 2025 highlights multi-generational picks, including:

• A £65 interactive dinosaur hatching from an egg
• Wicked-themed dolls tied to the stage show
• A marshmallow-feeding game with tiny hands (deliberately screen-free but social-media-friendly)
• Hot Wheels F1 sets with collector-focused details

Price sensitivity persists amid cost-of-living pressures

Despite growth, affordability remains critical. The average toy price last December was £13.43, with the £10-£20 range dominating. "Parents are still budget-conscious," Symonds warned, as annual UK toy sales neared £4 billion.

Analogue vs. digital: A delicate balance

Manufacturers are threading a needle between physical and online engagement. The marshmallow game's creators, for example, eschewed batteries but encouraged video sharing-a microcosm of the industry's hybrid approach.

"Supplies have stabilized, but conservation remains essential."

Toy Retailers Association (on balancing physical/digital play)