UK toy market follows trends in global market, with games and puzzles and construction categories experiencing greatest growth
The total UK toy market is up 8 per cent in value in the year to June, according to the latest findings from Circana.
The fastest growing super categories, as tracked by the analyst, is across Games & Puzzles (+34%) driven by Pokémon cards, and building sets (+14%) thanks to LEGO. Action Figures is also up +19% with strong movie licenses behind the growth.
Growth in the UK falls largely inline with global trends. Toy sales performance figures for the first half of the year across 12 global markets (G12) – Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States – increased by 7% to $27.5 billion in the first six months of the year, compared with the same period in 2024. Units sold grew by 4%, and average selling price (ASP) rose by 3%, according to Circana’s Retail Tracking Service.
Kidult market fuels growth
Frédérique Tutt, global toys industry advisor at Circana, said the growth came primarily from older kids and the burgeoning kidult market.
“The surge in sales can largely be attributed to consumers aged over 12-years-old, who have shown unprecedented growth and are consistently outperforming traditional kids’ trends,” she said. “Products such as building sets, trading cards, games, plush toys, and collectibles are seeing increased demand from both teens and adults.”
So far this year, seven of the 11 toys supercategories tracked by Circana experienced year-over-year sales increases within the G12. Games and puzzles grew the fastest, up 36%, followed by explorative and other toys, up 13%, and building sets, with growth of 12%. The top five gaining segments in the toy market include strategic trading card games, standard building sets, non-strategic trading card games, action figure collectibles, and action figures – all reflecting a strong consumer appetite for collectibles and licenses across age groups.
Collectibles are a driving force for the toy market, with first half sales up 35% globally, as toy manufacturers innovate in this space and leverage social media to promote their brands.
Entertainment licenses are also playing a key role in the toy market’s growth. Licensed toy sales grew by 17% globally and now account for 35% of all global toy sales. Pokémon remains the top property for the fourth consecutive year, with sales doubling compared to last year. Other leading properties include the NFL, Disney’s Marvel and Star Wars properties, and Mattel’s Hot Wheels, showcasing the wide variety of licensed toys that are popular in the market.
“The toy market is in healthy shape, with solid demand for toys and games; however, as an industry we must remain vigilant of the uncertainties surrounding US tariffs and their impact on pricing and supply chains,” added Frédérique. “As the second half of the year accounts for over 60% of annual toy sales, the industry has reason to be optimistic about continued growth, but must also remain cautious and strategic as the holiday season draws near.”
