Christmas rush being driven by stickers and building sets
Toy sales up 17% year-to-October as traditional play remains popular despite cost-of-living pressures
Quick Look
UK toy sales rose 17% year-to-October, reaching a 10-year high, driven by traditional games, stickers, and building sets such as Lego, with the kidult market up 22% in value in the first half of the year.
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Why It Matters
UK toy sales have grown 17% compared to the same period last year, reaching a 10-year high, despite cost-of-living pressures. The kidult market for those aged over 12 grew 22% in value in the first half of the year.
Traditional games and stickers are helping to drive a bumper year for toy sales, figures show.
The data comes ahead of the crucial Christmas run-in for retailers, which peaks at 23 toys sold every second in the UK.
The number of toys sold up to October was 17% higher than the same period last year and growth is at a 10-year high, according to research company Circana.
The increase comes despite consumers' cost-of-living pressures, and there are signs that some of the biggest growth in sales is for toys priced between £5 and £10.
Despite relatively low sales in recent years, the toy sector has been buoyed by sales to "kidults".
The kidult market - which is toys and games for those aged over 12 - has been growing, particularly as adults buy toys for themselves.
This growth has continued with a 22% increase in the value of sales in the first half of the year.
But Melissa Symonds, UK toys director at Circana, said that toys for children - which still represents the majority of sales - had recorded a good year so far.
Growing public debate around children's screen time and the role of technology meant squishy toys, stickers and building sets such as Lego were popular.
"Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular," she said.
Concerns have been raised about the suitability of some connected devices.
A BBC investigation found an AI teddy marketed as being "perfect" for children as young as three said "I can't help with killing you" after seemingly mishearing a question.
Meanwhile, debate has intensified about keeping youngsters free from smartphones during the school day.
One in five parents of children aged three to nine say the chance to play together as a family influences what they buy, according to market intelligence company The Insights Family.
Paul Reader, who chairs the Dream Toys selection panel of retailers and experts across the sector, said that parents wanted to engage with their children's play.
"Nothing beats a board game with that. Nothing beats a bit of interaction," he said.
Open Questions
- Which specific toy categories beyond stickers and building sets saw the strongest growth?
- What is the total monetary value of toy sales up to October?
- How do Circana's figures compare with other toy market research firms?
