United Kingdom (UK) Toys and Games Market Analysis by Categories, Revenue Share, Consumer Attitudes, Key Players and Forecast to 2027
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UK Toys and Games Market Report Overview
The UK toys and games market was valued at GBP4.3 billion in 2022 and is forecast to grow at a compound annual growth rate (CAGR) of more than 1% between 2022-2027. The year 2020 was a historic year for the UK toys and games market as many invested in the sector to help pass the time during lockdowns. However, the market has been bleak since predominantly due to the cost-of-living crisis deterring less essential spending, particularly among adults that purchase toys & games for themselves.
UK Toys and Games Market Outlook 2022-2027 ($ Billion)
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The UK toys & games report offers a comprehensive insight into the toys & games market in the UK, analyzing the sector, the major players, the main trends, and consumer attitudes, as well as providing market forecasts out to 2027.
|Market Size (2022)||GBP4.3 billion|
|Key Categories||· Outdoor Toys
· Soft Toys
· Construction Toys
· Action Figure Toys
· Electronic Toys
· Board Games & Jigsaw Puzzles
· Art Toys
|Key Distribution Channels||· Other Online Retal
· Online Pureplays
· Toys & Games Specialists
· Value, Discount and Variety Stores and General Merchandise Retail
· Hypermarkets, Supermarkets, and Hard Discounters
|Leading Players||· Amazon
· The Entertainer
|Growth Drivers||· Adults offering untapped potential
· Resurgence of traditional toys
|Market Opportunities||· Limited runs of product ranges to create hype
· Vibrant displays and tangible experiences
|Challenges||· Rising inflation rates
· Growing internet accessibility reduceing interest in physical toys
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UK Toys and Games Market Trends
Millennial and Gen Z consumers are investing more in toys & games than ever before. Brands such as Hasbro and Mattel have reintroduced Furby and new Barbie movie collectables, appealing to shoppers that have a sense of nostalgia for these products. Additionally, cinematic and streaming releases will continue to play a vital role in the toys & games market. Box office hits from film franchises such as Star Wars and the Marvel Cinematic Universe remain drivers, boosting sales of licensed toy ranges among both adults and children alike.
‘Kidults’, adults interested in forms of entertainment such as computer games and television programmes intended for children, are a growing market for retailers in the toys & games sector. Collectable toys that form part of a wider world are some of the most popular among the older demographic. For this purpose, retailers must appeal to consumers over the age of 16 through social media and content creation.
Engaging and interactive instore experiences appealing to all generations are essential for offline sales and community building. For instance, through vibrant displays and tangible experiences, LEGO attracts customers into stores through Pick & Build walls, display cabinets highlighting prebuilt sets and large models. These features encourage footfall by introducing new and long-standing customers into stores, creating an area for play, building, and sharing experiences across age ranges.
UK Toys and Games Market Segmentation by Category
The UK toys & games market is categorized into outdoor toys, soft toys, construction toys, action figure toys, electronic toys, board games & jigsaws, art toys, and dolls house & rail sets among others. The outdoor toys lead the toys & games market in size and growth in the UK in 2022. The market is expected to grow during the forecast period as these items continue to appeal to parents looking to keep their children occupied over the summer months.
Furthermore, the action figures category is expected to show a significant growth between 2022 and 2027, higher than any other toys & games category. The continued pace of growth could well see action figures overtaking construction toys as the third most valuable category in the next decade.
UK Toys and Games Market Analysis, by Category 2022(%)
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UK Toys and Games Market Segmentation by Channel
The key distribution channels in the UK toys & games market are other online retail, online pureplays, toys & games specialists, value, discount and variety stores & general merchandise retail, hypermarkets, supermarkets & hard discounters, and others. The online retail market overtook offline in 2022. However, this is expected to slow between 2022 and 2027 as the market is challenged by a post-pandemic slump in sales and added inflationary costs of online operations.
UK Toys and Games Market Analysis, by Channel 2022(%)
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UK Toys and Games Market - Competitive Landscape
The leading players in the UK toys & games market are Amazon, Smyths, Argos, Tesco, ASDA, and The Entertainer among others. Amazon retained the largest share of the UK toys & games market in 2022, despite a marginal declcine in sales between 2021 and 2022 as shoppers returned to physical stores post the ending of COVID-19 restrictions.
UK Toys and Games Market Analysis, by Retailers 2022(%)
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UK Toys & Games Market Segmentation
- UK Toys & Games Market Outlook by Category
- Outdoor Toys
- Soft Toys
- Construction Toys
- Action Figure Toys
- Electronic Toys
- Board Games & Jigsaw Puzzles
- Art Toys
- UK Toys & Games Market Outlook by Distribution Channels
- Other Online Retail
- Online Pureplays
- Toys & Games Specialists
- Value, Discount and Variety Stores and General Merchandise Retail
- Hypermarkets, Supermarkets, and Hard Discounters
- Toys & games market to decline in 2023 as consumers cut back discretionary spend.
- Amazon remains the market leader in 2023, despite a decline in market share as online sales fall.
- Soft toys was the most popular category for toys & games purchases in 2023.
Reasons to Buy
- Using our five-year forecasts to 2027, learn which subcategories in the toys & games market will be the fastest performing to enable focus and investment in these winning product areas.
- Understand how drivers of toys & games purchases, such as range, price and quality, vary in importance among different demographics in order to maximize sales potential.
- Use our in-depth analysis of the challenges faced by key retailers in the sector in order to understand how to steal shoppers and market share.
John Lewis & Partners
The Very Group
Table of Contents
UK toys & games market to return to growth in 2024 as online sales bounce back
Amazon set to retain market dominance but supermarkets and discounters remain a significant threat
Soft and construction toys to see the highest value growth between 2022 and 2027
Key Trends: Older consumers fueling growth in the toys & games market
Key Trends: Embracing experiences will help to keep footfall flowing
Key Trends: Rising inflation forces toy specialist to join forces with competitors
Key Trends: Digital natives will drive online toys & games penetration into 2027
Key Trends: Potential films to impact the market
Strategies for success
MARKET SIZE AND FORECASTS
Five year growth 2017-2027
Market size, 2017-2027
CATEGORY PERFORMANCE AND FORECASTS
Key category trends
Top toys & games categories
Market by category %, 2017-2027
Category segment value and forecast, 2022 & 2027
CHANNEL PERFORMANCE AND FORECASTS
Online market, 2017-2027
Channel growth, 2017-2027
Market by channel, 2022 and 2027
Channel value and forecast, 2022 and 2027
REVENUE AND MARKET SHARES OF TOP 10 PLAYERS
Top 10 Uk Toys & Games retailers, 2022
Market shares of the top 10 retailers
Top 20 most visited and purchased from retailers for Toys & Games, 2022
Toys & Games competitor overlap, 2022
COMPETITIVE LANDSCAPE: PROFILES OF LEADING PLAYERS
The Big Four
Key consumer trends
Toys & Games penetration and profile
Toys & Games category penetration
Toys & Games channel usage
Toys & Games fulfilment methods
Toys & Games purchase location
Toys & Games purchase frequency
Toys & Games consumer drivers
Toy purchasing habits for gifts
Toys purchased from supermarkets
Where are consumers purchasing toys
METHODOLOGY, DEFINITIONS AND CONTACTS
Frequently asked questions
What was the UK toys & games market size in 2022?
The UK toys & games market size in 2022 was GBP4.3 billion.
What will be the UK toys & games market growth during 2022-2027?
The UK toys & games market will witness a CAGR of more than 1% during 2022-2027.
Which category dominated the UK toys & games market share in 2022?
The outdoor toys category accounted for the highest share of the UK toys & games market in 2022.
Which distribution channel generated the highest UK toys & games market revenue in 2022?
The other online retail was the largest distribution channel segment in the UK toys & games market in 2022.
Who are the leading players in the UK toys & games market?
Amazon, Smyths, Argos, Tesco, ASDA, and The Entertainer among others are the leading players in the UK toys & games market.
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