United Kingdom (UK) Toys and Games: Consumer Insights and Attitudes, Categories and Drivers 2026
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The GlobalData UK Sector Consumer Insights: Toys & Games 2026 report offers a comprehensive insight into the consumer attitudes, behaviours and drivers in the UK toys & games market in 2026.
The UK toys & games market is showing renewed growth, driven by 35-44-year-olds and increasing demand across both family and adult-oriented purchases. Quality was the key driver of toys & games purchases in 2026, with soft toys, board games and construction toys leading demand.
Key Highlights
Quality was the primary driver of purchasing behaviour across all toys & games purchases
Soft toys, board games and construction toys remained the most purchased categories within the toys & games market in 2026
Instore was the leading channel for toys & games purchases in 2026
Reasons to Buy
Understand which toys & games categories were the most purchased in 2026
Understand which retailers are the most purchased from for toys & games
Understand how drivers of toys & games purchases, such as range, price and quality, vary in importance among different demographics to maximise sales potential.
Amazon
Argos
ASDA
B&M
Build-A-Bear
Debenhams
Disney
Dunelm
Home Bargains
IKEA
John Lewis & Partners
LEGO
Lidl
Morrisons
Ocado
Poundland
Primark
Sainsbury's
Smyths
Tesco
The Entertainer
The Range
The Works
TK Maxx
Toys R Us
Very
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