PUBLISHER: Euromonitor International | PRODUCT CODE: 2112753
PUBLISHER: Euromonitor International | PRODUCT CODE: 2112753
Toys and Games in the United Kingdom
Toys and games in the UK delivered solid value growth in 2025, supported by rising demand from adult consumers, collectors and enthusiasts. Traditional toys and games was the best performing category, benefiting from premium, licensed and collectible products that expanded the consumer base beyond traditional child-focused purchasing and supported higher-value spending. Collector culture increasingly shaped value creation across the market, particularly in construction products, trading cards an...
Euromonitor International's Toys and Games in United Kingdom report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.
Product coverage: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Toys and Games market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market's major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.
TABLE OF CONTENTS
List Of Contents And Tables
Executive Summary
2025 Developments
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Toys and Games
Industry Performance
Adult Collectors Drive Premium Growth across Toys and Games
Collectibles and Trading Cards Reinforce Repeat Purchasing and Scarcity-Driven Demand
CHART 2 Prismatic Evolutions Sell-Outs Show How Collectible Card Demand Drove Uk Value Growth
Digital Ecosystems Strengthen Recurring Spending and Consumer Engagement
CHART 3 Value Sales 2020-2030
CHART 4 Value Sales by Category 2025
What's Next?
Kidult Demand and Premium Products Are Set to Drive Value Growth
CHART 5 Analyst Insight for Toys and Games
Video Games Are Anticipated to Reinforce Their Value Leadership
Omnichannel Retail and Licensing Strategies Are Forecast to Strengthen Competitive Advantage
CHART 6 Forecast Value Sales 2020-2030
CHART 7 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Lego Leverages Adult Demand While Tencent Expands Digital Leadership
Pokemon and Lego Launches Strengthen Collector Engagement and Premium Value
CHART 8 Company Shares 2025
CHART 9 Brand Shares 2025
Channels
Amazon and E-Commerce Platforms Extend Their Lead across Toys and Games
Social Discovery and Omnichannel Retail Increasingly Shape Purchasing Behaviour
CHART 10 Retail Channels 2020-2025
Products
Collectability, Licensing and Digital Ecosystems Broaden Consumer Engagement
Lego, Pokemon and Platform Ecosystems Expand Engagement Opportunities
CHART 11 Lego's 2025 Formula 1 Partnership Fuses Global Ip with Adult-Oriented Collectible Sets
Collectability and Recurring Engagement Strengthen Long-Term Value Creation
Economic Context
CHART 12 Economic Context for Toys and Games
CHART 13 Real Gdp Growth 2020-2030
CHART 14 Inflation 2020-2030
Consumer Context
CHART 15 Consumer Context for Toys and Games
CHART 16 Population 2020-2030
CHART 17 Consumer Expenditure 2020-2030
CHART 18 Population by Generation 2025
Country Reports Disclaimer
TRADITIONAL TOYS AND GAMES IN THE UNITED KINGDOM
- Key Data Insights
- 2025 Developments
- Traditional Toys and Games Summary
- Key Industry Trends
- CHART 19 Key Industry Trends for Traditional Toys and Games
- Industry Performance
- Lego Capitalises on Adult Nostalgia to Drive Record Growth
- CHART 20 LEGO Expands Its Star Wars Offer
- Kidults and Licensed Franchises Reshape Purchasing and Brand Loyalty
- Local Characters and Tv-Inspired Games Boost Engagement and Repeat Play
- CHART 21 Traitors Board Game Popular among Uk Consumers
- CHART 22 Value Sales 2020-2030
- CHART 23 Value Sales by Category 2025
- What's Next?
- Kidults to Fuel Collectibles Boom as Licensing and Nostalgia Drive Sales
- CHART 24 Analyst Insight for Traditional Toys and Games
- Franchise Tie-Ins and Sustainability Targets to Reshape Product Development
- CHART 25 Forecast Value Sales 2020-2030
- CHART 26 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Lego Expands Lead as Fragmentation Persists Despite Licensing Strength
- CHART 27 Company Shares 2025
- CHART 28 Brand Shares 2025
- Channels
- E-Commerce Accelerates Ahead as Shoppers Prioritise Convenience and Choice
- CHART 29 Retail Channels 2020-2025
- Products
- Sustainability, Inclusivity, and Digital Depth Set New Product Development Priorities
- Smart Play Mechanics and Precision Collectible Formats Raise the Bar for Product Design
- Tiered Pricing and New Retail Models Strengthen Margins and Extend Product Lifecycles
- Economic Context
- CHART 30 Economic Context for Traditional Toys and Games
- CHART 31 Real Gdp Growth 2020-2030
- CHART 32 Inflation 2020-2030
- Consumer Context
- CHART 33 Consumer Context for Traditional Toys and Games
- CHART 34 Population 2020-2030
- CHART 35 Consumer Expenditure 2020-2030
- CHART 36 Population by Generation 2025
- Country Reports Disclaimer
VIDEO GAMES IN THE UNITED KINGDOM
- Key Data Insights
- 2025 Developments
- Video Games Summary
- Key Industry Trends
- CHART 37 Key Industry Trends for Video Games
- Industry Performance
- Digital Ecosystems Support Renewed Growth in Video Games
- Nintendo Switch 2 Boosts Hardware Demand While Software Retains Leadership
- CHART 38 Nintendo's Switch 2 Launch Triggered a Sharp Spike in UK Console Sales and Attach Rates
- Tencent Strengthens Mobile Growth through Engagement and Monetisation
- CHART 39 Value Sales 2020-2030
- CHART 40 Value Sales by Category 2025
- What's Next?
- Digital Formats and Platform Ecosystems Are Set to Drive Long-Term Growth
- CHART 41 Analyst Insight for Video Games
- Hardware Refresh Cycles Are Anticipated to Concentrate Value around Major Launches
- Cross-Media Intellectual Property Is Forecast to Unlock New Sources of Value
- CHART 42 Forecast Value Sales 2020-2030
- CHART 43 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Tencent Strengthens Its Lead as Mobile Gaming Drives Market Concentration
- Platform Ecosystems and Major Launches Intensify Competition
- CHART 44 Company Shares 2025
- CHART 45 Brand Shares 2025
- Channels
- E-Commerce Platforms Consolidate Leadership as Digital Distribution Accelerates
- Platform Ecosystems and Subscriptions Increasingly Shape Purchasing Behaviour
- CHART 46 Retail Channels 2020-2025
- Products
- Digital Access and Recurring Engagement Reshape Product Development
- Playstation Store, Switch 2 and Pubg Mobile Showcase Evolving Product Strategies
- CHART 47 Tencent Optimises Titles Like Pubg Mobile with Hybrid Monetisation in the Uk
- Recurring Engagement and Ecosystem Participation Become Key Sources of Value
- Economic Context
- CHART 48 Economic Context for Video Games
- CHART 49 Real Gdp Growth 2020-2030
- CHART 50 Inflation 2020-2030
- Consumer Context
- CHART 51 Consumer Context for Video Games
- CHART 52 Population 2020-2030
- CHART 53 Consumer Expenditure 2020-2030
- CHART 54 Population by Generation 2025
- Country Reports Disclaimer
