Toy sales up for first time since pandemic as “kidults” drive demand

UK toy sales have grown for the first time since 2021, with brands increasingly targeting both children and adults, according to new research from market intelligence company Circana.
Overall toy sales rose by 6% in the year to September, reversing three years of decline following a pandemic sales boom.
Analysts credit the rise to popular franchises including Lego, Pokémon, Stitch and Formula 1, which have started to appeal to multiple generations.
Circana UK toys director Melissa Symonds