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Toy sales in the UK have increased for the first time since the pandemic, and it is not just children who are buying them. Popular brands like Lego and Pokémon are attracting both kids and adults, with 'kidults' now making up about a third of all toy buyers. This trend has led toy companies to create products that appeal to different generations, hoping to find the perfect balance between fun for children and nostalgia for adults. Melissa Symonds, the UK toys director at Circana, a company that tracks toy sales, says that toys with cross-generational appeal, such as Lego and Pokémon, are performing especially well. She explains that it is challenging for manufacturers to make toys that both kids and adults want, but those who succeed see strong sales.

During the Covid lockdowns, families spent more time at home, which caused a surge in toy and game purchases. However, after 2021, sales began to decline until this year, when they started rising again. The 'kidult' market, which includes toys and games for people over 12, has been growing as more adults buy toys for themselves. The Toy Retailers Association, which represents toy sellers, has released its annual list of toys expected to be popular this Christmas. Some of these toys are clearly designed for more than one generation. For example, the Hot Wheels F1 racing circuit has a special set for older collectors, featuring cars with more accurate designs.

Nostalgia is also a big factor in toy sales. Emma Bunce from Pokémon says that many parents collected Pokémon cards when they were children, sometimes as long as 30 years ago. Now, they want to share that experience with their own kids, while also enjoying a break from everyday stress. The Christmas toy list includes an interactive dinosaur that hatches from an egg, dolls from the musical Wicked, and a game where players use tiny hands to feed themselves mini marshmallows. The marshmallow game is intentionally simple, with no batteries or internet needed, but the makers encourage players to post videos online, showing how the toy industry is blending physical and digital play. Price is another important issue, especially as many families are still dealing with the cost of living. Melissa Symonds says the average toy price last December was £13. 43, with most toys costing between £10 and £20. Overall, annual toy sales in the UK have reached nearly £4 billion.