Toys and Games in the United Kingdom
Description
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.
Euromonitor International's Toys and Games in United Kingdom report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
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Table of Contents
29 Pages
- Toys and Games in the United Kingdom
- Euromonitor International
- June 2025
- List Of Contents And Tables
- TOYS AND GAMES IN THE UNITED KINGDOM
- EXECUTIVE SUMMARY
- Growth driven by kidult trend, sustainability and influence of strategic alliances
- KEY DATA INSIGHTS
- CHART 1 Key Trends 2024
- INDUSTRY PERFORMANCE
- Traditional toys and games records most rapid value growth
- Lego expands Botanicals range, targeting kidults with complex construction sets
- CHART 2 Lego Expands Botanicals Collection
- Disney and Epic Games partnership extends media influence in Fortnite
- CHART 3 Disney Collaborates with Epic Games to Create Fortnite Universe
- WHAT’S NEXT?
- 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
- CHART 4 Analyst Insight
- Dominance of retail e-commerce to support greater uptake of subscription services
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- 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
- CHART 5 Liledu Launches in the UK
- ECONOMIC CONTEXT
- CHART 6 Real GDP Growth and Inflation 2019-2029
- CHART 7 PEST Analysis in the United Kingdom 2024
- CONSUMER CONTEXT
- CHART 8 Key Insights on Consumers in the United Kingdom 2024
- CHART 9 Consumer Landscape in the United Kingdom 2024
- COUNTRY REPORTS DISCLAIMER
- TRADITIONAL TOYS AND GAMES IN THE UNITED KINGDOM
- KEY DATA INSIGHTS
- 2024 DEVELOPMENTS
- Expanding kidult audience helps drive sales of nostalgic collectibles
- CHART 10 Key Trends 2024
- INDUSTRY PERFORMANCE
- Positive growth overall, with plush a particularly dynamic performer
- Lego targets kidults with expanded Botanicals Collection and boosts collectibles
- CHART 11 Analyst Insight
- Funko's Bitty Pop! range drives collectibles sales with focus on nostalgia
- CHART 12 Funko Expands Bitty Pop! Range
- WHAT’S NEXT?
- 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
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- 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
- CHART 13 Liledu Launches in the UK
- COUNTRY REPORTS DISCLAIMER
- VIDEO GAMES IN THE UNITED KINGDOM
- KEY DATA INSIGHTS
- 2024 DEVELOPMENTS
- Video games software drives sales, while subscription models are increasingly favoured
- CHART 14 Key Trends 2024
- INDUSTRY PERFORMANCE
- Sales of video games decline as consumers await new releases
- Activision Blizzard’s Game Pass launch threatens PlayStation Plus subscriptions
- CHART 15 Call of Duty: Black Ops 6 Launches on Xbox Game Pass
- Disney and Epic Games partnership engages consumers through Fortnite
- CHART 16 Disney Partners with Epic Games
- Xbox Game Pass changes consumption and threatens console sales
- WHAT’S NEXT?
- Video games to experience faster expansion than the regional average
- Subscription services gain popularity, impacting traditional video game purchases
- CHART 17 Analyst Insight
- New consoles face challenges amid subscription growth and headset potential
- COMPETITIVE LANDSCAPE
- Increasing consolidation, while Xbox pivots
- Consolidated landscape of static consoles dominated by Sony Corp
- CHANNELS
- Retail e-commerce remains dominant distribution channel for video games
- Currys partners with Microsoft to provide in-store Xbox repairs
- COUNTRY REPORTS DISCLAIMER
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