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Precisify at London Toy Fair 2026 - Top Trends and the Year Ahead

Picture of Darcy Slattery By  Darcy Slattery  ·  1 minute read

It was another eventful year at London Toy Fair, with the Precisify lounge in full swing. In between meetings, podcast recordings and catch ups with old and new friends, here are a few key toy trends we noticed this year.

Kidults remain a driving force for toy sales

We know the growth of the Kidult industry has taken off over the last few years; our latest Kids Germany report reveals 38% of kids and parents share an interest in LEGO collectibles as one example. The positive impact Kidults have had on toy sales in the UK is undeniable hence it was no surprise to see this was one of the key trends at Toy Fair 2026, along with the strong presence of themes such as sensory focused toys and wearable accessories.

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A break down of the key trends at London Toy Fair 2026

  • Collectibles and Surprise Play: Made for blind unboxing, collecting, swapping, displaying and taking on the go, collectibles such as Funko POP and One Piece keep both kids and adults talking and coming back for more.The Kidult market remains a dominant growth driver, with many of these toys designed with older fans in mind.
  • Sensory Play: A rise in tactile, soft toys such as Emotional Support Pals highland cows to sensory slime and kinetic sand, you can’t help but ‘squish’ when you walk by!
  • STEM & Education: Hands-on, engaging pre-school and STEM kits were prominent, combining learning with play from potions to building. 
  • Licensed Toys & Action Figures: High-profile tie-ins such as Formula One-themed LEGO sets and movie and TV-inspired items like "Minecraft", “The Traitors" and "KPOP Demon Hunters” were major drivers.

  • Wacky & Silly Humour: Toys focusing on humour were popular, including, Fuggler Fugg Stars and, Butt Face games

 

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See what other fun the Precisify team got up to here

With a list of big releases on the horizon for 2026, the UK toy market is expected to maintain its upward trajectory throughout the year. Maximise your advertising impact and get in touch to find out how we can help drive success for your kids focused YouTube, Mobile Gaming and Influencer campaigns in a COPPA compliant and responsible way.