UK toy industry trends show a recovering market, but face challenges from social media regulations for children.
After Australia introduced a ban on social media for under-16s, UK toy sellers are monitoring the possibility of similar policies.
The UK toy market is rebounding, with sales value rising 6 percent last year, the first growth since 2020. Despite cost-of-living pressures, families continue to prioritise spending on toys, especially during holidays like Christmas.
A major driver of UK toy industry trends is the growth of the ‘kidult’ market. Older children and adults now account for around 30 percent of toy sales and spend more on items such as Lego sets, collectable figurines, and pop-culture merchandise. That shift shows that the sector is no longer reliant solely on younger children.
Social media shapes UK toy industry trends, as platforms promote toys from films, games, music, and sports, with franchises like Pokémon and Minecraft driving consumer interest.
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