United Kingdom Toy Market Overview, 2029

The UK toy market is one of the largest in Europe and has an impact on the global toy industry. Renowned for its strong toy brands, creative designs, and innovative products, the UK offers a diverse range of toys for consumers of all ages. The UK toy market offers toys suitable for children of different age groups, from infants and toddlers to pre-teens and teenagers. Age-appropriate toys help children develop cognitive, motor, and social skills while providing entertainment and enjoyment. Toys designed for different age ranges include plush toys, building blocks, dolls, action figures, vehicles, electronic toys, and interactive learning toys. Licensed toys based on popular characters from movies, TV shows, and video games are a significant part of the UK toy market. Brands like LEGO, Hasbro, and Mattel produce toys featuring characters from franchises like Star Wars, Marvel, Disney, and Harry Potter, which are highly sought after by children and collectors. The UK has designated authorities responsible for market surveillance to enforce toy safety standards. The authorities, such as the Office for Product Safety and Standards (OPSS) and Trading Standards, monitor the market and conduct inspections to ensure that toys sold in the UK meet safety requirements. The British Toy and Hobby Association (BTHA), the trade association for the UK toy industry, has also developed a voluntary Code of Practice for its members. UK, as an EU member state until its withdrawal from the EU, adhered to the European Toy Safety Directive (2009/48/EC). London Toy and Model Museum hosts various events throughout the year, including exhibitions and showcases for toy manufacturers. The British Toy and Hobby Association (BTHA) organizes the annual Toy Fair in London, which serves as the UK's largest dedicated toy trade show.

According to the research report, "United Kingdom Toy Market Outlook, 2029," published by Bonafide Research, the United Kingdom Toy market is anticipated to add to more than USD 1.28Billion by 2024–29. The UK toy market extends its reach to educational institutions, including nurseries, preschools, schools, and childcare centres. These institutions often incorporate toys as essential tools for early childhood development and educational activities. Toys used in educational settings are carefully selected to support learning objectives, stimulate creativity, and promote social interaction among children. They may include building sets, puzzles, art supplies, science kits, and educational games. The UK toy market has seen a shift towards gender-neutral toys that break away from traditional gender stereotypes. Toys that offer personalization and customization options are becoming more prevalent. Whether it's through interchangeable parts, DIY elements, or customization kits, toys that allow children to create and modify their play experiences are gaining traction. The popularity of licensed toys in the UK is evident through the presence of dedicated sections in toy stores, as well as the extensive range of licensed merchandise available. Manufacturers and retailers in the UK collaborate with licensors to produce a wide variety of licensed toys, including action figures, playsets, dolls, board games, role-playing accessories, and collectibles.

By products, Outdoor & Sports Toys are particularly significant as they promote physical activity and social interaction among children. These toys, which include items like bicycles, scooters, and sports equipment, are essential for fostering healthy development. They not only encourage outdoor play but also help children develop motor skills, coordination, and teamwork abilities. The growing awareness of health and fitness among parents has boosted the demand for these toys, making them a leading segment in the market. Explorative & Other Toys are gaining traction due to their focus on cognitive development and creativity. This category encompasses a wide range of products, including science kits, art supplies, and interactive learning tools. As parents increasingly seek educational value in toys, this segment is expanding rapidly. The rise of smart toys that integrate technology for enhanced learning experiences is also contributing to this growth, appealing to tech-savvy families looking for innovative play options. Building Sets, such as LEGO and other construction toys, continue to thrive in the UK market. These toys encourage imaginative play and problem-solving skills as children engage in constructing various models. The versatility of building sets allows for endless creativity, making them popular among both younger children and older kids who enjoy complex designs. Dolls remain a classic segment of the toy market, appealing to children's imaginative play scenarios. The enduring popularity of dolls is driven by their ability to foster social skills as children engage in role-playing activities. Recent trends show an increase in diverse dolls that reflect various cultures and body types, aligning with contemporary values of inclusivity.

The toy market in the United Kingdom is segmented into three primary age groups: 0-8 years, 9-15 years, and 15 years and above, 0-8 Years age group represents the largest segment of the toy market, driven primarily by the needs of younger children. Toys for this demographic focus on developmental benefits, including educational toys that promote learning through play. Popular categories include building sets, dolls, and outdoor toys, which encourage physical activity and social interaction. Parents are the main purchasers, often prioritizing toys that enhance cognitive skills and creativity. Despite a competitive landscape that includes digital entertainment, traditional toys remain highly favored, with this age group accounting for a significant portion of overall toy sales in the UK. 9-15 Years children enter their pre-teen and teenage years, their toy preferences shift towards more complex and engaging products. This segment sees a growing demand for electronic toys, video games, and collectibles. The rise of STEM (Science, Technology, Engineering, and Mathematics) toys also resonates well with this age group as parents seek educational value in their purchases. Notably, while this category still holds substantial market share, it has seen some decline in sales as children gravitate towards digital entertainment options. The market for older teens and adults is experiencing significant growth. This demographic has become increasingly important in the toy industry, with sales driven by nostalgia and fandom for popular franchises like Marvel and Star Wars. Collectibles, board games, and puzzles are particularly popular among this age group. The adult segment is characterized by a willingness to spend on high-quality items that reflect personal interests or hobbies. Reports indicate that nearly half of all toy sales to this demographic occur online, highlighting a shift in purchasing behavior towards e-commerce platforms.

The online channel has gained significant traction, overtaking offline sales in 2022. Major players in this segment include e-commerce giants like Amazon, which holds the largest market share, and other online platforms such as Argos and eBay. The convenience of shopping from home, coupled with a wide selection of products, has made online retail increasingly popular among consumers. Online pureplays, which specialize solely in e-commerce, also contribute to the growth of this channel. However, projections indicate that growth may slow down between 2022 and 2027 due to post-pandemic adjustments and rising operational costs associated with online sales. Despite the rise of online shopping, offline retail remains a vital component of the toy market. This segment includes traditional toy retailers like Smyths Toys and The Entertainer, which dominate shopping centers and retail parks. Department stores such as John Lewis and supermarkets like Tesco and ASDA also feature dedicated toy sections, providing consumers with the opportunity to physically interact with products before purchase. Additionally, independent toy shops contribute to this market, offering personalized service and specialized product selections that appeal to local communities.




Considered in this report
• Geography: United Kingdom (UK)
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• United Kingdom (UK) toy market with its value and forecast along with its segments
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

By Product
• Action Figures & ACC
•Arts & Crafts
•Building Sets
•Dolls
•Games/Puzzles
•Infant/Toddler/Preschool
•Youth Electronics
•Outdoor & Sports Toys
•Plush
•Vehicles
•Explorative & Other Toys

By Age Group
•0-8 years
•9-15 years
•15 years and above

By Distribution Channel
•Online
•Offline

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially,
secondary research was used to get an understanding of the market and listing out the companies ket. The secondary research consists of third party sources such as press Releases, annual report of companies, analyzing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources.

Intended audience
This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.