This holiday season, get ready for a surprising battle under the Christmas tree—and it’s not just the kids who are vying for the hottest toys. Adults are joining the fray, turning what was once a child’s domain into a booming market for collectors and enthusiasts alike. But here’s where it gets controversial: are toys still just for kids, or have they become a legitimate form of self-care and nostalgia for grown-ups? Let’s dive in.
The annual DreamToys list, a trusted guide to the season’s must-haves, reveals a fascinating trend: items like the Singing Wicked 2 Dolls, manga-themed Lego sets, and a Pokémon Trading Card Elite Trainer Box are equally coveted by adults and children. This blurs the line between playtime and pastime, as more grown-ups embrace their inner child—or, as some call them, their ‘kidult’ selves.
And this is the part most people miss: adults now account for nearly half of toy purchases, with 43% buying toys for themselves or other grown-ups this year. Among Gen Z shoppers (aged 18–28), that number skyrockets to 76%. According to Circana, a leading data company, this demographic is responsible for £1 in every £3 spent on toys in the UK. But is this a passing fad, or a lasting shift in how we view play?
After years of sluggish growth, the toy industry is thriving. From January to June, sales of children’s toys surged by 6%, the strongest performance in years. Melissa Symonds, UK toys director at Circana, calls it a ‘double success story.’ ‘Children are rediscovering the joy of play, while adults are using toys for self-care, nostalgia, and fandom,’ she explains. ‘This combination keeps the market vibrant and relevant.’
But with tax increases looming from the autumn budget, will this momentum stall? Symonds argues that toys are part of the ‘joy economy,’ often immune to broader economic trends. ‘Toys are relatively affordable,’ she adds. Last December, the average toy price was just £13.43, with a third of sales falling between £10 and £20. Yet, critics question whether this affordability will withstand rising costs of living.
Paul Reader, chair of the DreamToys selection panel, calls this year ‘incredible’ for the sector. ‘We’re in seriously positive territory,’ he says, optimistic that the momentum will carry into Christmas. However, he acknowledges concerns about disposable income post-budget. ‘The magic of Christmas will always be there,’ Reader assures, ‘but parents and grandparents are working harder than ever to make it special.’
The DreamToys list reflects this duality, featuring everything from a £13 Dress to Impress doll inspired by Roblox to a £120 Lego One Piece Pirate Ship for anime enthusiasts. With the Wicked sequel hitting theaters next week, the £35 singing Elphaba and Glinda dolls are expected to fly off shelves. Meanwhile, interactive toys like the £30 Evie Pig and the £80 Disney Stitch plush (with 100 sounds!) cater to fans of film and TV.
One of the most intriguing entries is the £20 Fill the Fridge playset, which taps into the viral ‘fridge restocking’ trend while doubling as a collectible. Collectibles, in fact, make up over a fifth of all toy sales, proving that the line between play and display is thinner than ever.
Here’s the controversial question: Are adults buying toys because they’re genuinely passionate, or are they chasing a fleeting trend fueled by social media and nostalgia? As the toy industry evolves, one thing is clear: playtime is no longer just for kids. But is this a good thing, or are we losing something essential about childhood? Let us know your thoughts in the comments—we’d love to hear your take on this growing phenomenon.
