The UK toy industry is booming ahead of Christmas, driven by the ‘kidult’ trend and nostalgia-fuelled buying, figures suggest
The UK’s toy industry is witnessing a boom just in time for the festive season, buoyed “kidult” trend and a yearning for nostalgic buys, according to the latest data.
This comes as the Toy Retailers Association unveiled its annual DreamToys list of the 20 toys tipped to fly off the shelves this Christmas, with prices that stretch from a £9.99 sticker collection up to £79.99 for FurReal Peanut the Playful Monkey.
The top 20 list, arranged alphabetically, shows parents aren’t holding back when it comes to treating their little ones, shelling out an average of £82 monthly on gifts in 2024, a sizeable jump from 2021’s £61 figure, according to findings by market research firm the Insights Family.
Tom Williams, CEO at 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.”
The UK toy market was worth an estimated £3.4bn in the 12 months to September 2024, according to data tracking experts, Circana. Last Christmas, £900m was spent on toys, accounting for 26% of annual toy sales.
Melissa Symonds, executive director of UK Toys at Circana, highlighted: “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.”
She added, “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.”
