Toy industry seeing ‘remarkable resurgence’ ahead of Christmas, figures show

The UK toy industry is seeing a “remarkable resurgence” ahead of Christmas, driven by the “kidult” trend and nostalgia-fuelled buying, figures suggest.

They come as the Toy Retailers Association released its annual DreamToys list of the 20 predicted top sellers this Christmas, ranging in price from a £9.99 sticker book to the £79.99 FurReal Peanut the Playful Monkey toy.

Monthly spending by parents on gifts for children has increased steadily from £61 a month in 2021 to £82 in 2024, according to research by the Insights Family.

Tom Williams, chief executive of the Insights Family, said: “Despite financial pressures, our parents insights data is clearly showing that toys are still an essential part of the Christmas magic in households across the UK.”

Last Christmas, £900 million was spent on toys, accounting for 26% of annual toy sales.

Melissa Symonds, executive director of UK Toys at Circana, said: “Despite a backdrop of economic uncertainty, the UK toy industry is seeing a remarkable resurgence, driven by the kidult trend and a demand for nostalgia-fuelled purchases.

“With these nostalgic adults now accounting for 29% of spend on toys, and categories like building sets, plush toys, and collectibles taking centre stage, it’s clear that toys have a unique power to bring joy across generations.

“As we enter a pivotal final quarter, with December 25 falling midweek, we’re set for a record-breaking season that captures the magic of play in both young and old alike.”