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)

UK Toys and Games Market Outlook 2022-2027 ($ Billion)

For more insights into the UK toys & games market forecast, download a free report sample

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
CAGR (2022-2027) >1%
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

·       Others

Leading Players ·       Amazon

·       Smyths

·       Argos

·       Tesco

·       ASDA

·       The Entertainer

·       Others

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(%)

UK Toys and Games Market Analysis, by Category 2022(%)

For more information on the UK toys & games market segments, download a free report sample

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(%)

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(%)

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
    • Others

Key Highlights

  • 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.

Games Workshop
Home Bargains
John Lewis & Partners
The Entertainer
The Range
The Very Group
The Works
TK Maxx
WH Smith

Table of Contents

Executive summary

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


Market drivers

Market inhibitors

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


Five year growth 2017-2027

Market size, 2017-2027


Key category trends

Top toys & games categories

Market by category %, 2017-2027

Category segment value and forecast, 2022 & 2027


Online market, 2017-2027

Channel growth, 2017-2027

Market by channel, 2022 and 2027

Channel value and forecast, 2022 and 2027


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



The Entertainer




Games Workshop

The Discounters

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

Consumer drivers


Frequently asked questions

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