Toy sellers’ hold shut watch on underneath 16s social media ban | EUROtoday

UK toy gross sales have risen for the primary time in 5 years, however sellers are braced for the potential influence of any social media ban for under-16s.

The worth of toy gross sales rose by 6% final 12 months, in contrast with the earlier 12 months, in response to analysis firm Circana, bringing some much-needed cheer for a sector that has struggled for the reason that pandemic.

The rebound has been pushed by the so-called kidult market – which pertains to gamers over the age of 12, a few of whom are influenced by traits on social media.

But consultants gathered on the annual Toy Fair in London on Tuesday mentioned that movies, video video games and playground chat may nonetheless assist push additional development in 2026.

Cost of dwelling pressures have loomed over households in recent times, though spending on youngsters – notably at Christmas – has remained a precedence for a lot of.

Covid lockdowns introduced a lift to the sector when toys and video games turned central to preserving youngsters and adults entertained at dwelling.

Sales dipped since then, till final 12 months when the variety of toys offered rose by 1% in contrast with 2024, in response to Circana.

With kidults spending extra, the worth of gross sales rose by 6% – the primary improve since 2020, in response to Circana. It valued the UK market at £3.9bn final 12 months.

Melissa Symonds, govt director of UK toys at Circana, described final 12 months as a “clear turning point” for the sector.

Cinema, streaming, online game and sport tie-ins – corresponding to Minecraft and Formula 1 – all proved profitable.

Symonds mentioned that excluding the weird circumstances of the pandemic, final 12 months recorded the primary natural development since 2016.

Kidults accounted for 17% of the toy market in 2016, however this had risen to 30% by final 12 months.

Building units, predominantly Lego, has appealed to adults, however traits amplified on social media have additionally led to a 12% development in collectibles throughout generations. Pokémon, Okay-Pop Demon Hunters, and Hello Kitty have all proved to be “market-moving trends”, in response to Circana.

Symonds mentioned the business could be contemplating the influence of the social media ban for under-16s in Australia, and the potential for the same ban within the UK.

She mentioned producers and retailers might have to rethink how a few of these toys have been marketed if bans have been introduced in additional broadly.

Kerri Atherton, from the British Toy and Hobby Association – which is internet hosting its annual commerce truthful at London’s Olympia, mentioned it was nonetheless too early to know what the fallout could be.

She described 2025 as a pivotal second for the UK toy sector, however mentioned companies and customers nonetheless confronted monetary challenges going into 2026.