Growth driven by kidult trend, sustainability and influence of strategic alliances
Toys and games in the UK saw a marginal dip in value sales in 2024, despite an upturn in traditional toys and games. The kidult phenomenon, characterised by adult toy purchases, contributed to construction's growth, while video games was influenced by strategic alliances. Heightened concerns about sustainability and inclusivity are shaping product innovation and ethical standards. The market remains fairly consolidated, with retail e-commerce playing a pivotal role in sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in United Kingdom?
- Which are the leading brands in Toys and Games in United Kingdom?
- How are products distributed in Toys and Games in United Kingdom?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in United Kingdom?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in the United Kingdom
Growth driven by kidult trend, sustainability and influence of strategic alliances
Traditional toys and games records most rapid value growth
Lego expands Botanicals range, targeting kidults with complex construction sets
Disney and Epic Games partnership extends media influence in Fortnite
Video games to spearhead growth in toys and games
Kidults and tech integration to influence development of traditional toys and games
Sustainability to be a major trend in local market moving forwards
Dominance of retail e-commerce to support greater uptake of subscription services
LEGO Group gains share as Mattel and Hasbro focus on collectibles
Independent games struggle to compete with AAA titles due to limited funding
New range of LOL Surprise! dolls fails to appeal to younger children
Mattel’s ongoing commitment to supporting diversity and inclusion
Retail e-commerce continues to dominate, while traditional toy shops decline
Currys partners with Microsoft for Xbox repairs
Liledu enters subscription services with play-and-swap model
Traditional Toys and Games in the United Kingdom
KEY DATA INSIGHTS
Expanding kidult audience helps drive sales of nostalgic collectibles
Positive growth overall, with plush a particularly dynamic performer
Lego targets kidults with expanded Botanicals Collection and boosts collectibles
Funko's Bitty Pop! range drives collectibles sales with focus on nostalgia
Construction and plush to remain strong performers, while scientific/educational is set to record most dynamic growth
Sustainability set to transform development of traditional toys and games
Retail e-commerce to make further gains, placing pressure on retail offline
Lego gains share as Mattel and Hasbro pivot to collectibles
Spin Master’s latest acquisition enables it to expand presence in category
Addition of Blind Barbie to Barbie Fashionistas range aligns with inclusivity trend
Retail e-commerce gains share as toys and games stores loses ground
Investment in Hobbycraft set to help drive sales of arts and crafts
Liledu uses subscription model to enter traditional toys and games
Video Games in the United Kingdom
KEY DATA INSIGHTS
Video games software drives sales, while subscription models are increasingly favoured
Sales of video games decline as consumers await new releases
Activision Blizzard’s Game Pass launch threatens PlayStation Plus subscriptions
Disney and Epic Games partnership engages consumers through Fortnite
Xbox Game Pass changes consumption and threatens console sales
Video games to experience faster expansion than the regional average
Subscription services gain popularity, impacting traditional video game purchases
New consoles face challenges amid subscription growth and headset potential
Increasing consolidation, while Xbox pivots
Consolidated landscape of static consoles dominated by Sony Corp
Retail e-commerce remains dominant distribution channel for video games
Currys partners with Microsoft to provide in-store Xbox repairs
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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