COMPETITIVE LANDSCAPE
Lego gains share as Mattel and Hasbro pivot to collectibles
The competitive landscape of traditional toys and games in the UK witnessed an increase in concentration over the forecast period, with the top five global companies accounting for 46% share of value sales in 2024, compared to 41% in 2019, which is higher than the Western European average of 41%. Despite limited movement among the leading players in 2024, LEGO Group was able to gain share, driven by the increasing demand for construction and the appeal of its products to the growing kidult demographic; the expansion of its Lego Botanicals range specifically targets this consumer segment.
Spin Master’s latest acquisition enables it to expand presence in category
There were saw some acquisitions in 2024, including Spin Master buying Melissa & Doug in January. Spin Master was already present in the local market with a number of traditional toys and games, including construction, Action Figures and Accessories and arts and crafts.
Addition of Blind Barbie to Barbie Fashionistas range aligns with inclusivity trend
Retaining its lead of dolls and accessories in 2024, Mattel continued to focus on incorporating different skin tones, disabilities and ethnicities into its Barbie Fashionistas range as part of its commitment to being more inclusive and representative.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in United Kingdom?
- Which are the leading brands in Traditional Toys and Games in United Kingdom?
- How are products distributed in Traditional 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?
Traditional Toys and Games in the United Kingdom - Category analysis
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
Toys and Games in the United Kingdom - Industry Overview
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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