20 January 2026
Popular movies and shows from 2025 including Stranger Things, Wicked, Minecraft, and The Traitors help bolster the toy industry with licensed toys making up over a third of the market
Toys are having a resurgence, as new figures reveal UK toy sales jumped 6% last year, marking the industry’s first return to growth in five years.
Revealed today by the British Toy & Hobby Association (BTHA) and global market research company, Circana at Toy Fair in London, the data shows a powerful comeback fuelled in part by blockbuster films, binge-worthy streaming shows, and gaming favourites that are refreshing toy aisles across the country.
Across the board, the toy market showed healthy balance, with more than half of major toy categories growing in 2025. The biggest winners were Building sets, Action Figures, and Games and Puzzles, supported by entertainment licences, fandom, and consumers’ enjoyment of socialising through play.
Following a huge year for the big screen, including hits such as Minecraft, Lilo & Stitch, and Jurassic World, film-linked toys now account for 16% of the entire UK toy market.
But it’s not just films driving demand. Streaming sensations such as Stranger Things and The Traitors, alongside popular video games such as Fortnite, have helped push licensed toys to account for 38% of all toy sales, one of the strongest signals yet that entertainment-led play is here to stay well into 2026.
Children continue to power the toy boom making up two-thirds of all toy spending, but they aren’t alone. Young parents and adults are reshaping the market too, with a survey by Circana showing that 76% of 18–34-year-olds have bought a toy for themselves or another adult in the past year, whether for nostalgia, collecting, or shared family fun.
Kerri Atherton, Head of Public Affairs at the BTHA, said: “Toys are a family affair. Parents are choosing play that feels familiar and meaningful, whether reliving childhood favourites or sharing screen-to-toy moments with their kids. Toys are not just about singular playtime, they’re about connection, comfort, and joy, and it’s great to see quality family time and the wide-appeal of toys across generations driving this revival.”
With upcoming blockbusters such as Toy Story 5 and Super Mario on the way, film launches will continue to shape what children choose to play with well into 2026. Many new licensed toys will be on show at Toy Fair (20-22 January) at Olympia in London, from Lilo & Stitch crafting kits by Igloo, and Spongebob Magic Dough by Craze, through to DIY Minecraft Chicken Jockeys by Bladez Toyz, and Metal Sonic Cable Guy desk lights by EXG Pro.
Melissa Symonds, Executive Director, UK Toys, Circana said: “It’s incredibly exciting to see the UK toy market back in growth, driven by the power of shared entertainment that’s loved by parents and children alike. Streaming and films are turning screen moments into play moments, bringing families together, and generating excitement in the toy aisle.”
For PR enquiries or for more information please contact [email protected] Visit the website: https://www.toyfair.co.uk/
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Notes to Editors
Figures from the report are based on the latest and updated methodology from Circana.
Sources: Circana (UK) Ltd, GB, Consumer 360˚ Service & UK, Retail Tracking Service, Jan – Dec 2025 For questions about the data, please contact the Circana PR team – [email protected] About Toy Fair
Toy Fair is the UK’s largest dedicated toy, game and hobby trade exhibition taking place at Olympia London. The event takes place over three days at the end of January each year and plays host to hundreds of exhibitors, from startups to some of the biggest toy companies, launching thousands of new toy lines.
Toy Fair 2026 takes place from Tuesday 20th – Thursday 22nd January. Press day is Tuesday 20th January. Please note the opening times are 09:00-18:00 Tuesday 20th and Wednesday 21st, and 09:00-16:30 Thursday 22nd January.
About the BTHA
The British Toy & Hobby Association was established in 1944 to represent the interests of British toy manufacturers and to raise standards of practice in the industry. Today it has more than 150 members ranging from international toy giants to small family-run businesses that together account for more than 80% of the UK toy market. Membership of the British Toy & Hobby Association shows the member’s commitment to adhere to the BTHA Code of Practice under the umbrella of the Lion Mark which includes rules covering ethical and safe manufacture of toys, toy safety, a ban on counterfeit goods, an assurance to market responsibly, a commitment to improving sustainability and a desire to promote the value of all play through support of the Make Time 2 Play campaign. Our members are manufacturers committed to making good quality toys in a responsible way. The BTHA also administers the Toy Trust – the industry’s charity.
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.
