Adults interested in nostalgic toys such as Pokémon trading cards are behind a rise in UK toy sales, data shows. “Kidults,” or buyers aged 12 and over, are often linked to the fortunes of the UK toy industry, however it’s over-18s who appear to have driven the increase in sales in the first half of 2025.
Market research company Circana said games and puzzles, including Pokémon cards, are enjoying a fresh wave of popularity among nostalgic adults, helped by social media influencers brandishing their rare finds.
We’d like to hear from adults in the UK about their nostalgic toy purchases. What have you bought and why do you think they are so popular among adults? How much, on average, do you spend a month, and what is your most expensive purchase?
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