Toy sellers are closely monitoring potential impacts 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 previous year, according to Circana, offering a positive sign for the industry after a period of struggle since the pandemic.

The rebound is largely attributed to the "kidult" market, encompassing players over the age of 12, some 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 traditional playground interactions could further stimulate growth in 2026.

The toy industry experienced a boom during Covid lockdowns as families sought ways to entertain themselves at home. However, sales declined in subsequent years until the recent upswing, with the number of toys sold rising by 1 percent last year. This shift reflects a broader cultural trend where toys and games have become increasingly integrated into the lives of older children and young adults, often fueled by online communities and influencers.

Cost of living pressures have weighed on families in recent years, but spending on children, particularly during holidays like Christmas, has remained a priority for many. The intersection of toys and sports has also proven successful for the sector, highlighting the diverse avenues through which toy companies are connecting with consumers.

The potential social media ban raises concerns about how toy companies will adapt their marketing strategies and reach younger audiences. While traditional media and word-of-mouth remain relevant, social media has become a crucial tool for creating buzz and driving sales, particularly among the "kidult" demographic. The industry is now considering alternative strategies to maintain engagement and growth in the face of potential restrictions on social media access for younger users.