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‘An evolving era of play’: UK toy sales rise for first time since pandemic

20.01.2026 13:20 | The Guardian World

Film and TV tie-ins, Lego sets and Toniebox speakers help push sales 6% higher in 2025, after five years of no growthLego brick flowers, Toniebox audio players and Squishmallows are among the top sellers that have helped UK toy industry sales rise for the first time since the pandemic.In 2025 UK toy sales increased by 6% to £3.9bn, according to the annual industry report by the market research company Circana. The recovery was hailed as a “turning point” by analysts after five years of no growth when the cost of living crisis weighed heavily on demand. Continue reading...

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