Toy sellers are closely monitoring potential ramifications of a social media ban for individuals under 16, despite a recent resurgence in the market. The value of toy sales increased by 6 percent last year compared to the year prior, according to Circana, a research company. This growth offers a positive sign for the industry, which has faced challenges since the onset of the pandemic.

The rebound is largely attributed to the "kidult" market, encompassing players over the age of 12, many of whom are influenced by trends circulating on social media platforms. Experts at the annual Toy Fair in London on Tuesday suggested that films, video games, and peer conversations on playgrounds could further stimulate growth into 2026.

Families have faced considerable cost-of-living pressures in recent years. However, spending on children, particularly during the Christmas season, has remained a priority for many households. The COVID-19 lockdowns initially provided a boost to the toy sector as families sought entertainment at home. Sales subsequently declined until last year, when the number of toys sold rose by 1 percent.

The toy industry's connection to sports has also proven beneficial. This synergy has broadened the appeal of toys and contributed to the overall growth observed in the past year. The industry is now cautiously optimistic, but aware of the potential disruption that a ban on social media for younger users could introduce.