Feature - Construction Toys

Under construction

The Construction supercategory continues to expand year after year as new brands, new suppliers and fresh thinking build upon this evergreen play pattern. Toy World speaks to a selection of key players within the sector to find out how they stay ahead in such a competitive marketplace and how their retail and marketing plans are laying the foundations for success as we head into the second half of 2025.

Construction is undoubtedly one of the strongest categories of the moment, enjoying stellar growth and welcoming a continuous stream of innovative new builds, kits and play sets that cater to more consumers than you could shake a tub of Stickle Bricks at. According to Circana's June data, even removing The Lego Group from the equation still results in growth of +13% for the Building Sets supercategory. So yes, while Lego is by far the biggest player, it's certainly not playing alone.

“At the Lego Group, we prioritise quality and durability, ensuring that our customers can trust our building sets to provide endless fun and creativity,” says Christian Pau, VP and general manager of the Lego Group for UK & Ireland. “We also offer a diverse range of products, from classic building bricks to themed sets like Lego Star Wars and Lego Harry Potter, catering to builders of all ages and interests. Our commitment to innovation shines through in our new sets and interactive experiences, which keep our products fresh and exciting. The creative play and educational opportunity our products offer also set us apart, encouraging kids to think critically and creatively while developing essential skills.”

When categories are this competitive, robust and evergreen, they tend to benefit from an incredible amount of product development. This year has already seen the introduction of Lego’s Formula 1 range; undisputably one of the most frequently highlighted ranges in our monthly Talking Shop feature, this line-up taps into the growing popularity of motorsports, allowing fans of all ages to build and recreate iconic cars and circuits in the same year Brad Pitt’s highly anticipated new Formula 1 blockbuster (imaginatively named F1) arrives in cinemas.

Sticking with vehicles, Mattel's new Brick Shop brand revealed its debut collection in May: the Hot Wheels Speed Series, Elite Series and Premium Series. Already present in the construction space with its 40-year-old Mega brand, Brick Shop marks a bold expansion aimed squarely at adult builders. According to Mattel's head of Marketing, Kelly Philp, Brick Shop responds to consumer demands for creativity, authenticity and collectability, introducing real metal parts, customisation options and exclusive die-cast Hot Wheels vehicles to every set. "Brick Shop is construction, but with a twist that reflects the evolving tastes of today's builders," Kelly explains. Her personal favourite of the seven launch sets, the Brick Shop Hot Wheels Premium Series Mercedes-Benz 300 SL is a stunning collector's piece that "truly showcases what Mattel Brick Shop can do," blending luxury, authenticity and display-worthy craftsmanship.

Known for its heavily military- and Eastern European-influenced construction sets, which it has been producing for over 20 years, Cobi Toys is driving expansion and cementing its presence in the UK marketplace by introducing classic vehicles British consumers know and love. “The [Cobi] team in Poland has been very supportive in putting together a range of products that fit within the UK market, Country manager, Lee Crocker, explains. “One such area is our car range. With the introduction of the VW Golf, VW T2 and the Citroen Type H, we’ve strengthened our offering significantly. The Citroën Type H La Petit Boulangerie model is definitely not a UK car, but this retro vehicle has become an icon in the UK as a mobile coffee shop; we see them everywhere.”

Every product mentioned thus far is licensed, which reflects the power of both licensing and kidult spending within this space (and the wider toy market in general). In addition to the above, Ravensburger has introduced the GraviTrax Action Set Death Star to its Gravitrax range, Lego has recently welcomed One Piece sets, Blokees’ model kits are based on brands such as Disney, Pokémon, Transformers, Hello Kitty, Minions and Naruto, and Airfix continues to produce a raft of model kits for fans of everything from iconic historical aircraft to modern day supercars. Bandai’s Nano construction range is leveraging ongoing consumer demand for all things tiny, collectible and Kidult with its new Mininano line-up of blind bag collectible mini builds themed around iconic properties such as Kirby, Sanrio, Miffy, Tamagotchi and Peanuts.

However, it's not all about licensing when it comes to kidults. Trending themes matter too: Zuru's Max Premium blind capsules allow builders to create detailed miniatures across five areas: Garden, Flowers, Rose, Retro, and Snacks. Gardening and flowers also feature in Plus-Plus's new Botanica range, which includes Flower Plant Packs with six plant-inspired creations like bonsai, sunflower and cactus. The Botanic colour mix includes vibrant, plant-inspired colours such as Sage, Mulberry, Lemongrass, Vanilla, Avocado and Burnt Sienna.

Back to licensing though, as this month Jazwares unveils BLDR, inviting consumers to recreate favourite Squishmallows and Adopt Me! characters in brick form. The BLDR x Squishmallows figures feature a unique squishy belly made with SquishBrik, a neat nod to the tactility that made the brand popular. Jazwares is not alone in adding sensory, tactile elements to its construction ranges. Vivid Goliath’s Jelly Blox MESH-accredited soft, flexible blocks invite squeezing, stretching and tactile discovery, offering a calming experience quite different to that of wood or hard plastic, while Claire Coekin, Commercial director UK & Ireland at Plus-Plus, tells us children and adults love how Plus-Plus feels in the hand; how the pieces move when connected together. She elaborates: “It’s the soothing, tactile nature of the pieces that brings about feel good, free play. A key part of our unique in-store merchandising is touch and feel ‘Try Me’ trays at point of purchase.” Claire's personal favourite for 2025 is the Plus-Plus Activity Pads range: 125-piece themed kits offering creativity, convenience and educational value with excellent portability. "You get 12 different 2D and 3D activity guides covering Transport, Fairytale, Ocean and Space themes," she says.

Commotion's Tickit Gem range uses translucent coloured 'gems' built into each block to inspire colour mixing and collaborative play. "We launched our Gem range last year, which has been a huge hit due to our exclusive designs and open-ended nature," says Andrea Storer, head of Product Research & Development. "We're continuing to build into this area over the coming 12 months with different shapes, sizes and price points."

Tickit's 2025 launches include the Translucent Colour Pyramid Builder and Translucent Colour Module Blocks, both of which can be used with Tickit's signature LED Light Panels. Illuminating the blocks from beneath, they elevate the experience by highlighting colour mixing.

The use of colour and light is a core USP for Australian magnetic construction specialist Connetix. The company’s uniquely bevelled tiles, available in Pastel and Rainbow colourways (as well as the Road packs, which include black tiles), refract light as kids build and create during open-ended play, bringing sensory enrichment to an experience bolstered by strong magnets that allow creators to push the limits of construction. “The next 12 months will be huge for Connetix, with groundbreaking new product releases and our biggest innovations yet, all set to wow construction play,” Ben Lawless-Jennings, Connetix’s head of Marketing, tells Toy World. “Each of our new ranges and packs will offer the perfect blend of hands-on STEAM and MESH learning and open-ended construction, designed to experience a whole new level of play value and creative freedom. Our high-level of customer loyalty demonstrates a demand to expand on play possibilities and level-up Connetix builds in new and exciting ways. This is at the forefront of every new innovation in our range and is something that we continue to drive with our product development team and diverse brand experience in education, allied health and engineering.”

Magna-Tiles, another leading magnetic construction brand, is introducing new sets tapping into evergreen themes like pets, heroes and ball runs, while partnering with leading retailers, schools, museums and non-profits. Recent collaborations with AdoptAClassroom.org and the Museum of Discovery and Science highlight the brand's commitment to accessible, developmentally rich play.

While Connetix and Magna-Tiles both produce ball run construction sets for younger children, Ravensburger’s Gravitrax Skytrax extension is aimed at kids aged eight and above. SkyTrax introduces new ways to construct tracks, by building up, not out, with new tiles and bridges enabling fans to build intricate designs within a relatively small footprint. The SkyTrax sets can also be combined with other GraviTrax sets, in keeping with the brand’s focus on compatibility. “The ultimate versatility of the system is a highly valued aspect of the brand; fans can explore their track constructions skills however they choose - whether that’s by sticking within the bounds of a single Starter Set or adding to their collection with other sets to continually expand the possibilities,” explains Elaine Connell, Product manager at Ravensburger. “While the system offers the opportunity to construct fantastical, highly complex tracks, it is also highly intuitive, meaning that even the newest GraviTraxer can create something special right out of the box, something we know our consumers appreciate.

She adds: “Compatible with other sets from the brand, SkyTrax offers an additional way to build in the GraviTrax universe: taller, more complex tracks within a smaller footprint. We have introduced new packaging for this series which will have powerful standout on shelf, thanks to its bright green, premium box style. Additionally, we’ve created new POS solutions to showcase the incredible quality, complexity and wow factor of the Gravitrax system. Our on-shelf diorama is a fantastic self-contained display solution that will offer a strong destination for store visitors. We have a suite of digital marketing materials to tell the story online too.”

Bringing something a little different to the “runs” space (and something very different to the company’s portfolio), Playmobil’s new Sky Trails range transforms the play experience by allowing children and adults alike to design and construct aerial courses throughout their play space. Figures fly along the finished structure – reminiscent of a roller coaster – which can be built up high using an open-ended system of connectors, rods and rails. Sky Trails has been extensively play-tested and is expected to be in huge demand when it launches in autumn.

Mattel, which prides itself on its retail programmes, is supporting Brick Shop stockists through tailored launch packs, in-store marketing assets and global advertising initiatives that drive awareness and footfall, ensuring strong visibility and sell-through support across all channels. Kelly tells us the second half of 2025 will see a robust 360° marketing campaign for Mattel Brick Shop. “This includes digital content, influencer collaborations, PR activations and dedicated social campaigns aimed at adult fan and collectors,” she adds. “We’re also investing in experiential retail and live demos to let consumers experience the quality and creativity of our sets first-hand.”

Commotion, meanwhile, is placing its marketing focus on highlighting the educational benefits of its construction ranges. Through its photography, videos and product information, the company demonstrates the different ways children can develop core skills via its ranges, something that always appeals to parent and grandparent gifters. “In the latter half of 2025, our marketing strategy will include targeted social media campaigns, influencer partnerships and interactive online content that showcases our brands' unique features,” adds Honor Davidson, Commotion’s head of Marketing. “We will continue to support our resellers who host events and workshops that encourage hands-on play, further engaging consumers and growing awareness of the Tickit brand.”

As for Lego, expect plenty more new sets across Duplo, Ideas, Technic and more. "We've got a great portfolio on the way across a range of themes, all designed to inspire creativity and play among builders of all ages," says Christian Pau, keeping details under wraps for the time being.

Now all you need to do is block out some time and read on to discover the new construction sets building out the category this year.