Toy sales in Britain are rising for the first time in five years, but retailers are starting to prepare for the potential impact of a ban on social media for under-16s, the BBC reports.
Data from research firm Circana shows that toy sales rose 6% in 2025 compared to 2024, bringing long-awaited optimism to a sector that has struggled to regain its footing since the pandemic. The recovery is linked to a segment of buyers made up of toy lovers over 12, whose choices are often dictated by trends on social media.
However, experts who gathered in London on the 20th of January for the annual Toy Fair indicated that video games, films and conversations on playgrounds could still drive growth in 2026.
Many families have been struggling with the cost of living in recent years, but people still prioritize spending money on entertaining their children, especially at Christmas.
Toy manufacturers were given a new boost by the pandemic, when households needed toys and games
to entertain both children and adults when they couldn’t find entertainment outside the home. Toy sales then plummeted.
In 2016, toy buyers over the age of 12 accounted for 17% of the market, but by 2025, they would account for 30%. Adults are drawn to building sets, especially Lego, while social media has also boosted sales of collectible toys by 12%. According to Circana, Pokemon, Demon Hunters and Hello Kitty are trends that are also reflected in market data.
Melissa Symonds, chief executive of Circana’s UK toy division, said manufacturers would be watching the impact on the sector from Australia’s decision to ban social media for under-16s, and whether Britain would follow suit. She said manufacturers and retailers may have to rethink how they market their toys if the ban is adopted elsewhere.
Read also: Australia’s ban for children to use social networks starts to work