Top 30 Toys of 2026 Revealed: Adults Drive Market Boom

The UK toy industry has officially unveiled its most anticipated playthings for the coming year, with a definitive list of 30 'Hero Toys' for 2026 showcasing a market increasingly geared towards adults. The selections, announced at the annual Toy Fair in London's Olympia, underscore the powerful 'kidult' phenomenon that is reshaping the sector.

The Rise of the Kidult Shopper

Products designed for grown-ups are predicted to be among the year's biggest sellers, continuing a significant shift in consumer habits. Industry giant Lego has reported booming sales from ranges specifically aimed at adults, a trend mirrored across the market as people seek ways to disconnect from screens and indulge nostalgic or hobbyist passions.

Trade body the British Toy & Hobby Association confirmed the strength of this movement, revealing that the 'kidult' category saw sales surge by 10% in 2025. This growth rate more than doubled the 4% increase seen in the traditional toy market for children under 12.

The 2026 Hero Toys list reflects this trend, featuring items like the £54.99 Lego Botanicals Tulip Bouquet and the £14.99 Ravensburger 3D Vase Puzzle, both squarely targeted at adult builders and puzzlers.

Market Recovery and Key Trends for 2026

This innovation comes as the UK toy industry celebrates a return to growth. After a post-pandemic slump, the sector expanded by 6% in 2025, marking its first growth year since the Covid-driven sales surge of 2020. The market is now valued at a substantial £3.9 billion.

A panel of independent retailers curated the Hero Toys list from hundreds of submissions, seeking the most innovative and inspiring products. Value remains a key focus, with over a third of the selected toys priced at £15 or under. The average price is £27, with the most expensive item being the CONNETIX 48 Piece Pastel Portal Pack at £79.

Several major trends are expected to drive sales in 2026:

Film and TV Tie-ins: With major releases like Toy Story 5 and Super Mario on the horizon, licensed products are set to be huge. Film-driven toys already accounted for 16% of all sales in 2025.
Football Fever: The upcoming FIFA World Cup is anticipated to boost demand for football-themed toys, such as Zuru's Ballers collectables.
Nostalgia and Play: Established favourites like PlayMobil, Care Bears, and classic board games with a twist continue to perform strongly.

Industry Insights and the Full 2026 List

Rebecca Deeming-Mitchell of the British Toy & Hobby Association stated: "Toy Fair’s Hero Toys provide a valuable snapshot of the products retailers believe will perform strongly. The 2026 selection highlights the industry’s commitment to innovation, value, and play-led design."

Melissa Symonds, UK Toys executive director at Circana, added: "2025 marked a clear turning point... Innovation has been a key driver. Looking ahead, an action-packed year for film and TV is set to further energise the market."

The full list of 30 Hero Toys for 2026 is as follows (prices included):