Toy sellers are closely monitoring potential repercussions of a social media ban for individuals under 16, despite recent growth in the UK toy market. According to research company Circana, the value of toy sales increased by 6 percent last year compared to the previous year, marking the first rise in five years for the sector.

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

The toy industry experienced a boost during Covid lockdowns as families sought entertainment at home, but sales subsequently declined until last year's resurgence. Despite ongoing cost of living pressures, many families have continued to prioritize spending on children, especially during holidays like Christmas. The link between toys and sports has also proven successful for the sector.

The potential social media ban raises concerns about the future influence of online trends on younger consumers and the toy market. While the ban's specific impact remains uncertain, toy sellers are preparing for potential shifts in marketing strategies and consumer engagement.