‘An evolving era of play’: UK toy sales rise for first time since pandemic

Devices such as the screen-free Toniebox speakers, which play songs and stories, resonated with parents and younger children. Photograph: Patrick T Fallon/AFP/Getty Images

Lego brick flowers, Toniebox audio players and Squishmallows are among the top sellers that have helped UK toy industry sales rise for the first time since the pandemic.

In 2025 UK toy sales increased by 6% to £3.9bn, according to the annual industry report by the market research company Circana. The recovery was hailed as a “turning point” by analysts after five years of no growth when the cost of living crisis weighed heavily on demand.