A report on the UK toy industry highlighted that mid-priced toys were most popular in 2025, in a year where LEGO fans felt squeezed on price.
A report from market research company Circana, as reported by the Guardian, has offered more insight on the UK toy industry, building on earlier data that showed adult LEGO fans helped UK toy sales to rise for the first time since 2020. Further data shows that the average toy price rose 5% to reach £12.37 as manufacturers increased price tags to manage rising production and supply costs.
Interestingly, toys that cost between £30 and £50 were the most popular, while toys priced under £5 fell in terms of sales. While that data comes from the toy market as a whole, not just LEGO, it's indicative of where people's buying habits were focused in 2025.
That was in the year when the LEGO Group launched its most expensive LEGO set ever with 75419 Death Star, and LEGO fans complained about perceived high prices at multiple points throughout the year. It raises the question: is the LEGO Group out of step with wider toy trends?
Of course, it's worth noting that LEGO sets are a premium product. There are other, cheaper construction products out there, but the LEGO Group has always prided itself on quality, something that has surely contributed to its success and becoming one of the biggest toy brands in the world.
Premium quality does come at a price, but the data from Circana still shows that the biggest appetite for toys is at a much lower price point than some of the LEGO Group's most high-profile releases.
That's not to say there aren't LEGO sets to buy between £30 and £50. There are, and good ones too, such as the LEGO Botanicals Four Gentlemen and 2025's star of the year, 72046 Game Boy. Currently on LEGO.com, there are 886 products listed under £50, compared to just 389 priced over £50. That underlines that there are LEGO sets in the right price bracket for those looking for toys between £30 and £50 – it's just that those sets aren't typically the ones that get the most attention from the LEGO community.
While adult LEGO fans might get frustrated with the perceived high prices of the detailed display sets of the year, it's interesting to note that the core toy market, in the UK at least, is holding up the mid-priced products – and that's reflected in how the majority of the LEGO Group's own products are priced.
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