Adults interested in nostalgic toys such as Pokémon trading cards are behind a rise in UK toy sales, data shows. “Kidults,” or buyers aged 12 and over, are often linked to the fortunes of the UK toy industry, however it’s over-18s who appear to have driven the increase in sales in the first half of 2025.
Market research company Circana said games and puzzles, including Pokémon cards, are enjoying a fresh wave of popularity among nostalgic adults, helped by social media influencers brandishing their rare finds.
