# Squishies and building sets dominate Christmas wish lists

> Squishy toys and Lego-style sets surge in UK sales as parents seek family playtime.
- Title: Squishies and building sets dominate Christmas wish lists
- Summary: Squishy toys and Lego-style sets surge in UK sales as parents seek family playtime.
- Keywords: squishies, building sets, uk toy sales, christmas wish lists, family playtime, circana, dream toys, kidult market, MadeForMums
- Source: MadeForMums — https://madeformums.com/news/product-news/squishies-and-building-sets-are-taking-over-christmas-wish-lists-and-theres-a-surprising-reason-why
- Read time: 1 min
- Topics: squishies, building sets, uk toy sales, christmas wish lists, family playtime, circana, dream toys, kidult market
## 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.
## Key takeaway

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.