The Entertainer has revealed its top toy trend predictions for 2026, drawing from sales data and shopping behaviour insights across its UK stores and online.
Drawing on sales insights and evolving shopper behaviour across its UK stores and online, The Entertainer has revealed its top toy trend predictions for the year ahead.
Following a year of significant growth, the toy retailer has predicted that collectibles, kidults and KPop are the key trends that will shape play in 2026; with social media-driven trends, TV and Movie characters and adults’ desire for escapism and psychological wellness all driving demand.
Throughout January, KPop, Demon Hunters Rumi costumes Lego Speed Champions Lightning McQueen and Fuggler Gremlins were among the biggest sellers. Sales were also boosted by The Traitors Board Game following the recent TV series.
Online UK searches for brands including One Piece, KPop and global phenomenon Pokemon
dominated in the last month – demonstrating the continuing influence of pop culture on the buying habits of the UK consumer and their increasing desire to express this through owning “collectibles” Ballers and 5S Mini Baby also proving popular and accelerating rapidly as the year progresses (Zuru).
Strong sales for Lego are no surprise but the iconic brand’s popularity is reaching new heights and audiences with a significant increase in sales of LEGO’s lifestyle-inspired ranges such as Botanical floral building sets. Blurring the line between toys, home decor and wellness / mindfulness, ranges from £10 to £70 are performing incredibly strongly as special occasion gifts ahead of Valentine’s Day with demand already building for Mother’s Day.
The Entertainer unsurprisingly predicts that Lego will continue to be the primary driver of the rising ‘kidult’ market as the year develops, with adult shoppers further embracing collectibles and mindful pastimes, reflected in a 40% increase in adults searching for ‘mindfulness’ online in just the last month. Adult shoppers aren’t holding back when it comes to indulging themselves – with rare Pokémon trainer boxes and large LEGO construction sets seeing spend often start around £50 and quickly rising to £100.
Major film, TV and sports franchises, such as Stranger Things, Wicked and Formula One, continue to captivate children, teens and adults, with sales of licensed products set to extend their multi-year run of growth, as a result of 2026 promising the busiest movie-slate for many years and the launch of the all new Harry Potter TV series on HBO Max. Major movies including The Super Mario Galaxy Movie, Toy Story 5 and The Mandalorian & Grogu are set to hit the big screens this year each giving rise to demand for toys for play as well as collectibles.
For younger children, licensed toys from hit TV shows, especially Bluey and Peppa Pig are dominating with both franchises seemingly in unstoppable growth. Meanwhile, for children aged 6 to 11, familiar worlds like Minecraft, Roblox and Pokémon-style ecosystems continue to be a major draw, featuring calmer games, emotionally safe characters and cooperative play. According to children’s insight specialist Kid’s Know Best Community Data, the trend points to a wider shift towards experiences that offer emotional security, routine and low-pressure social interaction for children.
Looking ahead, based on phenomenal demand for early range launches, The Entertainer predicts a further rise in demand for STEM-oriented toys, such as the resurgent Meccano range, which taps into nostalgia for adults and educational value for kids.
Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, said “As the nature of play continues to change and evolve, we’re incredibly proud to be Britian’s toy shop, delivering joy, excitement, play and fulfilment for children and adults alike.
Through demand for our diverse and often exclusive product ranges we’ve seen increased popularity in licensed toys and collectibles for kidults, and have significantly expanded these ranges as a result.
Looking forward, we expect hands-on play and immersive retail experiences to become more important and more closely bound, as customers seek toys that inspire imagination, discovery and lasting enjoyment, and actively enjoy the in-person shopping experience associated with these products – as demonstrated in January by our in-store, year-on-year sales growth of 15% outstripping our online growth by five times.”
