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 told the BBC the strongest performers are brands with cross-generational appeal.

“Products like Lego and Pokémon are doing really well because they connect with both kids and adults,” she said. “It’s a difficult balance to achieve, but that mix is where  the biggest opportunities are.”

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The so-called “kidult” market, which covers consumers aged over 12, now accounts for a third of all toy sales, as adults increasingly buy toys for themselves as collectibles or for stress relief.

The Toy Retailers Association this week unveiled its annual DreamToys list of expected Christmas bestsellers, which also reflects this shift.

Among this year’s highlights are a Hot Wheels F1 racing circuit with premium details for some of the market’s older collectors, an interactive dinosaur that hatches from an egg (£65), Wicked-themed dolls, and a mini-marshmallow feeding game designed for social media sharing.

Nostalgia continues to be a key sales driver. However, despite the positive trend affordability remains front of mind for shoppers.

The average toy price last December was £13.43, with most sales falling in the £10–£20 range.

Overall, the UK toy market is now worth nearly £4 billion a year, signalling renewed strength in a sector adapting to tighter budgets and a new generation of adult fans.