Britain's Christmas trees could become battlegrounds this year as a new generation of adult toy collectors competes with children for the season's hottest playthings.
Industry experts reveal that singing Wicked dolls, manga-themed Lego sets, Pokémon games and even a mini-fridge playset are appearing on wishlists spanning multiple generations. The phenomenon is driving what analysts describe as a 'double success story' for the UK toy market.
The Rise of the 'Kidult' Collector
Recent years have seen the toy industry transformed by the spending power of 'kidults' - buyers aged 12 and over who now account for £1 in every £3 spent on toys in the UK. According to data company Circana, 43% of British adults have purchased a toy for themselves or another adult this year, rising to 76% among Gen Z shoppers aged 18-28.
Melissa Symonds, UK toys director at Circana, explains: 'We're seeing children rediscover the joy of play while adults are embracing it as a form of self-care, nostalgia and fandom. That combination is keeping the market vibrant and relevant.'
DreamToys 2024: From £13 Dolls to £120 Lego
The annual DreamToys selection showcases this year's anticipated bestsellers, with prices ranging from £13 for the Dress to Impress doll to £120 for Lego's One Piece: The Going Merry Pirate Ship.
With the Wicked sequel releasing next week, feverish demand is expected for the £35 singing Elphaba and Glinda dolls. Film and TV characters feature prominently, including a £30 interactive Evie Pig and an £80 Stitch soft toy with 100 sounds and reactions.
Among the more unusual entries is the £20 Fill the Fridge playset, which taps into both the viral 'fridge restocking' trend and the popularity of collectibles that now constitute over a fifth of all toys sold.
Economic Resilience in the 'Joy Economy'
After several difficult years, the UK toy market has shown remarkable resilience. Data from January to June showed toys for children grew 6%, representing the sector's strongest performance in years.
Paul Reader, chair of the DreamToys selection panel, describes it as an 'incredible' year for the sector. 'We are in seriously positive territory and optimistic that the momentum is going to follow into Christmas,' he stated.
Despite concerns that autumn budget tax rises could impact consumer spending, Symonds argues toys operate differently: 'Toys don't always follow general economic trends because they are part of the joy economy.' The relative affordability of toys - with an average selling price of £13.43 last December - further supports this resilience.
The full DreamToys list includes 16 anticipated products, from £12.99 mystery dolls to £119.99 Lego sets, offering options for every budget and age group this festive season.
