Summary
UK toy sales have increased by 6% over the past year, driven by the popularity of brands like Lego and Pokémon. A notable trend is the growing "kidult" market, where adults also buy toys, accounting for a significant portion of sales. The Toy Retailers Association has noted that some toys are designed to appeal across different generations and help people connect with nostalgic brands.
Key Facts
- UK toy sales rose by 6% in the year leading up to September.
- Brands like Lego and Pokémon are very popular and help drive these sales.
- "Kidults," or adults buying toys for themselves, make up about a third of sales.
- The toy market saw a lift during the COVID-19 lockdowns but declined afterward until this recent increase.
- The Toy Retailers Association releases annual lists of predicted popular toys for Christmas.
- Some toys, like a Hot Wheels F1 set, are made for older collectors.
- The average toy price last December was £13.43, with most toys priced between £10 and £20.
- Total annual sales in the UK toy market are nearly £4 billion.
