London — UK Toy Sales Jump 17% on Squishies, Building Sets

UK toy sales through October ran 17% higher than the same period last year, marking the strongest growth in a decade, according to figures from research company Circana reported by the BBC. The rise comes as retailers head into the Christmas period, when UK sales typically peak at 23 toys sold every second.

What is driving this year's toy sales increase?

Traditional games, squishy toys and building sets such as Lego are behind most of the growth, Circana found. The firm reported that some of the sharpest gains came in toys priced between £5 and £10, even as households continue to report cost-of-living pressure. Nearly half of annual toy sales typically land in the run-up to Christmas, Melissa Symonds, UK toys director at Circana, said, meaning the final weeks will determine whether the early-year pace holds.

Why are children's toys outselling connected gadgets?

Connected toys — devices with app or internet links — account for less than 1% of market sales, Symonds said. "Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular," she said. The figure arrives amid wider public debate over children's screen time and smartphone use at school, and after a BBC investigation found an AI-enabled teddy bear marketed for children as young as three responded "I can't help with killing you" after apparently misinterpreting a question. Circana did not attribute the sales shift directly to that incident, but the safety concern has run alongside growing scrutiny of connected play.

Who are the "kidults" buying toys for themselves?

The kidult category — toys and games marketed to buyers over age 12, including adults purchasing for themselves — grew in value by 22% in the first half of the year, Circana reported. Children's toys still make up the majority of overall sales, Symonds said, but the kidult segment has been expanding even in years when broader toy sales lagged.

What toys are expected to be popular this Christmas?

The Dream Toys panel, a group of retailers and sector experts, listed items including slime, a soft tiger toy that roars and grows, and a shark toy that breaks out of an egg, according to panel chair Paul Reader. "Nothing beats a board game with that. Nothing beats a bit of interaction," Reader said, describing parents' preference for shared play. Separately, The Insights Family reported that one in five parents of children aged three to nine say the chance to play together as a family shapes what toys they buy.

Key figures

• Toy sales to October: up 17% year-on-year, a 10-year growth high (Circana)
• Kidult sales value: up 22% in H1 2026 (Circana)
• Connected-toy share of market: under 1% of sales (Circana)

What to watch

• Whether the £5–£10 price band keeps outperforming through December
• Retailer discounting as households weigh cost-of-living pressure
• Continued scrutiny of AI-enabled toys following the BBC's teddy bear findings
• Whether kidult spending growth extends into the holiday quarter

Glossary

• Kidult: An adult buyer of toys or games, typically aged over 12, purchasing for personal use rather than for a child.
• Connected toy: A toy that links to an app, Wi-Fi, or the internet, as opposed to a traditional, non-digital toy.

Readers can review the original reporting at BBC News.

For a Bay Area-baked gift, Stirred, Not Shaken ships in the U.S.