• Toy sales jump 13% in 2026, with 38 million more toys sold and 9 out of 11 major categories in growth

• 1,354 toys sold every minute at last year's Christmas peak as another festive rush looms

11 November 2026 – Britain's toy market is enjoying its fastest growth in a decade, with sales up +13% to £2.64bn in the first nine months of 2026, according to the latest data from Circana, a leader in turning consumer data into growth.

Shoppers have snapped up 257m toys so far this year, an increase of 38m (+17%) compared with the same nine month period in 2025, as new products and growing demand across generations give the industry plenty to celebrate ahead of Christmas.

Encouragingly, toys bought for children are playing an important part in the market's success, with sales to under-12 year olds growing +10% in the first half of the year and accounting for almost two-thirds (64%) of total toy sales. At the same time, 9 out of 11 major toy categories are in growth, making 2026 one of the industry's strongest years in recent history.

Rediscovering the joy of play

While adult toy buying has attracted much of the attention in recent years, the latest figures show that children remain firmly at the heart of the toy market. From creative building sets and action figures to plush toys and squishies, a wide range of toys are capturing the imaginations of younger shoppers.

Melissa Symonds, UK Toys Director at Circana, said: “It's been an exceptional year for the UK toy market, with the strongest growth we've seen in at least a decade. What's particularly encouraging is that toys bought for children are performing so well. There's been a lot of focus on adults buying toys for themselves, but children still account for the majority of sales, and we're seeing strong demand for toys that offer creativity, imagination and fun.”

The figures come at a time of growing public debate around children's screen time and the role of technology in their lives.

“With conversations around children's screen time becoming more prominent, it's encouraging to see such strong growth in toys bought for younger children,” added Symonds. “Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular. Whether it's building, creating or imaginative play, children are still finding plenty of enjoyment away from screens.”

Older shoppers are still contributing to the market's success, with sales to teenagers and adults aged 12 and over growing +22% in the first half of 2026.

Something for everyone

Building sets continue to be a standout performer, with sales up +32% year to date, while Explorative & Other Toys, including popular trends such as squishy toys and stickers, leads the way with +45% growth. Action figures and accessories are also performing strongly, up +17%.

Plush toys are also enjoying a strong year, growing +11%, alongside outdoor and sports toys (+9%), youth electronics (+9%) and vehicles (+7%). Traditional games have seen sales rise +17%, despite a slight decline across the wider Games & Puzzles category (-1%).

Christmas shopping rush

With the all-important festive shopping period underway, retailers and manufacturers will be hoping that momentum continues. The final three months of the year typically account for 45% of annual toy sales, making Christmas a crucial period for the industry.

Last year, the biggest week for toy sales came just before Christmas (14-20 December), when shoppers spent £187m on toys, averaging £27m a day, with an incredible 1,354 toys sold every minute (23 per second). 

With Christmas Day falling on a Friday this year, Circana anticipates two peaks in festive toy shopping: the final week of November, coinciding with the last payday before Christmas for many shoppers, and the weekend of 19–20 December, as families make their last-minute purchases.

Symonds concluded: “The toy market is heading into Christmas with more momentum than we've seen in years. Last December we saw more than 1,300 toys flying off shelves every minute during the busiest shopping week, and with sales already well ahead of last year, retailers will be hoping for another bumper festive season. The final week of November and the weekend before Christmas are likely to be particularly busy as shoppers make the most of their last opportunities to buy.”

About Circana

Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimise their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy.

Learn more at https://www.circana.com/.