Toy sellers are closely monitoring potential ramifications of a possible social media ban for individuals under the age of 16, despite recent growth in the sector. 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 resurgence in toy sales has been largely fueled by the "kidult" market, encompassing individuals over 12 years old, some of whom are 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.

Families have faced cost of living pressures in recent years, but spending on children, particularly during the Christmas season, has remained a priority for many. COVID-19 lockdowns initially boosted the sector as toys and games became essential for home entertainment for both children and adults. Sales subsequently declined until last year, when the number of toys sold rose by 1 percent.

The link between toys and sports has proven successful for the sector, according to industry analysts. The potential social media ban raises concerns about how trends will spread and how younger consumers will discover new products. Toy companies are exploring alternative strategies, including collaborations with video game developers and partnerships with family-oriented entertainment platforms, to maintain engagement with their target audiences.