From MadeForMums · · 1m
Squishies and building sets dominate Christmas wish lists
Squishy toys and Lego-style sets surge in UK sales as parents seek family playtime.
In brief
Squishy toys and Lego-style sets surge in UK sales as parents seek family playtime. UK toy sales hit a 10-year high in 2026 with squishies and building sets rising 45% and 32% respectively, driven by parents wanting family playtime. Originally reported by MadeForMums.
UK toy sales surge
UK toy sales hit a 10-year high in 2026 with 17% more toys sold by October than last year.
Squishies and building sets rise
Squishy toys rose 45% and building sets increased 32% in sales this year.
Connected toys lag
Connected toys account for less than 1% of market sales, showing traditional play remains popular.
“Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular.”
Kidult market grows
Toys for people over 12 saw 22% sales growth in the first half of 2026.
Family playtime influences buying
One in five parents of children aged three to nine say family playtime affects their toy choices.
Affordable toys gain traction
Toys priced between £5 and £10 show strong growth as families seek budget-friendly gifts.
At a glance
UK toy sales hit a 10-year high in 2026 with squishies and building sets rising 45% and 32% respectively, driven by parents wanting family playtime.
