The ‘kidults’ hoping for a toy this Christmas: One in five sold this festive season will be bought for grown-ups, data shows

About one in five toys sold in the UK this Christmas is expected to be bought for an adult, as sales to so-called “kidults” rise. The trend is helping drive the toy market’s fastest growth in a decade, with retailers expanding ranges aimed at adult collectors and people seeking nostalgic or relaxing pastimes.

Sales to adults rose 15 per cent year on year, while the market overall grew 13 per cent in the first nine months of 2026. Adults account for around a third of toy sales for people aged over 12; among child-free adults in their 20s and 30s, sales reached £940 million in the year to October, up 20 per cent. Popular options include Lego Botanicals, collectible toys and construction sets, with social media unboxing and nostalgia also fuelling demand.