UK toy sales rise as adults turn to Pokémon and Lego | Toys

British toy sales came back because adults were released, capturing everything from Pokémon trading cards and Lego sets to collections and action figures based on movies and TV franchisees.

After almost 4% fell in 2024, the UK toy sales have increased by 8% so far this year in line with the “strong rebound” that the global market enjoyed.

Although the lengths of the British toy industry are linked to a “child” army (12 years of age and over) that have grown for a while, it is over 18 years of age that directs the increase in sales in the first half of 2025.

The company said the fastest growth in the UK is in games and puzzles, including Pokémon cards. They enjoy a new wave of popularity among nostalgic adults, helping social media impressers to brand rare findings. Building sets from companies like Lego were also flying from shelves such as action figures and collections.

Some of them are fed with strong demands for figures and other products based on the anime and manga series, while the Fantastic Fourth that broke the latest box office records: First Steps and F1 F1 F1 The Brad Pitt, Marvel and Formula One Franchises, may have increased appetite for products based on Franchises.

Look This year, in 12 months and five European countries – England, Germany, France, Spain and Italy – aged 18 years and older, increased by 10% in the last 12 months to a total of $ 2.7 billion (£ 2 billion) almost fifth (18%) toy sales.

Commenting on global data, Frédérique Tutt said, a toy industry consultant in Circan, said: çık The increase in sales can be attributed to consumers over 12 years of age who are constantly performing unseen growth and continuously performing better than traditional child tendencies.

“Products such as building sets, trade cards, games, plush toys and collections are increased from both young people and adults.”

Entertainment licenses connected to movies and TV shows play an important role in the growth of the market. Tutt said Pokémon, who started as a pair of video games in the mid -1990s, said that “continued to be the best property for the fourth year consecutively” and that sales doubled compared to last year.

“Other leading features NFL [the US’s National Football League]Marvel exhibits hot wheels and star battles, a wide range of licensed toys that are popular in the market. “