UK toy sales have grown at their fastest rate in a decade, with shoppers buying 257 million toys in the first nine months of 2026. Sales rose 13% in value to £2.64 billion, according to new figures from research company Circana, published on 11 November, and unit sales were 17% higher than in the same period last year.

The figures put the toy trade in a strong position heading into Christmas, the period when almost half of all annual toy sales are made. Circana said 38 million more toys were sold than in the first nine months of 2025, with nine of the eleven major toy categories in growth.

What the figures show

The growth is broad-based rather than driven by a single craze. Explorative toys led the way with sales up 45%, followed by building sets up 32%, while action figures and traditional games each grew by 17%. Over the twelve months from September 2025, the UK toy market was worth £4.58 billion.

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.” The rise has come despite continued pressure on household budgets, and Circana noted some of the strongest growth in toys priced between £5 and £10.

The pattern suggests shoppers are choosing lower-priced, hands-on play. Traditional games, building sets and stickers are among the categories driving sales, while licensed toys have also performed strongly this year.

Christmas rush still to come

The busiest trading period is still ahead. Circana said the final three months of the year typically account for 45% of annual toy sales. Last year the biggest week came just before Christmas, from 14 to 20 December, when shoppers spent £187 million on toys, an average of £27 million a day, or 1,354 toys every minute.

With Christmas Day falling on a Friday this year, Circana expects two peaks in festive shopping: the final week of November, which coincides with the last payday before Christmas for many shoppers, and the weekend of 19 and 20 December.

The figures were published alongside the 2026 DreamToys list, the annual prediction of the fifteen toys expected to be most in demand this Christmas, chosen by a panel of independent toy retailers and experts for the Toy Retailers Association. Paul Reader, chairman of the DreamToys selection panel, said: “2026 has been incredible for the UK toy market, with growth reaching levels we haven’t seen in more than a decade.” The average price of the fifteen toys on this year’s list is £3 higher than last year, according to Toys N Playthings.

Frequently asked questions

How much did UK toy sales grow in 2026? Sales rose 13% in value to £2.64 billion in the first nine months of the year, while the number of toys sold rose 17% to 257 million, Circana reported on 11 November.

Which toys are selling best? Explorative toys are up 45%, building sets are up 32%, and action figures and traditional games are each up 17%.

When is the busiest week for toy shopping? The final three months of the year usually account for 45% of annual sales. Last year the peak week was 14 to 20 December, with £187 million spent on toys.