UK Sector Series: Toys & Games, 2024-2029

Description

List of Tables

The UK toys & games report offers a comprehensive insight into the toys & games market in the UK, analysing the sector, the major players, the main trends, and consumer attitudes, as well as providing market forecasts out to 2029.

The UK toys & games market grew in 2024, showing resilient but unspectacular momentum in a pressured consumer environment. Growth has been steady rather than transformational, increasingly supported by value-led purchasing. We expect the market to achieve a slower CAGR between 2024 and 2029 as competition intensifies and gains depend more on share capture than market expansion.

Scope

Share in the UK toys & games market is consolidating around marketplaces and specialists as generalists struggle to stand out.
In the UK toys & games market, we forecast action figures to post the strongest growth between 2024 and 2029.
UK toys & games purchases continue to be dominated by 25-44-year-olds, with this age group most likely to have young children.

Reasons to Buy

Using our five year forecasts to 2029, learn which categories in the toys & games market will be the fastest performing to enable focus and investment in these winning product areas.
Understand how drivers of toys & games purchases, such as range, price and quality, vary in importance among different demographics to maximise sales potential.
Use our in-depth analysis and forecasts to understand the current and future performances of the different channels, including online and offline.

Product Code: GDRT250006CSUK

Executive summary

Sector growth forecast to remain muted to 2029
Action figure toys lead growth to 2029
Young adults invest in the sector for themselves
Marketplaces and specialists to win share in 2025

KEY TRENDS

Market Drivers
Market Inhibitors
Key Trend: Clash of the specialists
Key Trend: Sustainability reshapes toy shopping
Key Trend: Learning-centric play drives toy demand
Key Trend: Asian influences become mainstream
Key Trend: Potential films to impact the market
Strategies for Success

MARKET SIZE AND FORECASTS

Five year growth 2019-2029
Market size, 2019-2029
Market Growth Drivers, 2019-2029

CATEGORY PERFORMANCE AND FORECASTS

Key Category Trends
Toys & Games Categories by Value 2024 & 2029
Market by Category %, 2019-2029
Market by Category, 2024 & 2029

CHANNEL PERFORMANCE AND FORECASTS

Online Market, 2019-2029
Channel Growth, 2019-2029
Market by Channel, 2024 & 2029
Channel Value and Forecast, 2024 & 2029

RESALE MARKET AND FORECASTS

Resale Market Size, 2019-2029
Resale Market Growth, 2019-2029
Resale Market, 2019, 2024, 2029
REVENUE AND MARKET SHARES OF TOP 10 PLAYERS
Top 10 Retailers, 2024
Market shares of Top 10 Retailers, 2023-2025e
Top 20 Visited and Purchased from Retailers, 2025
Toys & Games Competitor Overlap, 2025
Top 10 Most Purchased from Retailers, Consumer Penetration
COMPETITIVE LANDSCAPE: PROFILES OF LEADING PLAYERS
Retailers in Focus: Argos
Retailers in Focus: The Entertainer
Retailers in Focus: John Lewis & Partners
Retailers in Focus: Aldi
Retailer Profiles: Miniso
Retailer Profiles: Pop Mart
Brands to Watch: Jellycat
Brands to Watch: Le Toy Van
Brands to Watch: Mini Brands
Brands to Watch: Yoto

CONSUMERS

Key Consumer Trends
Toys & Games penetration and profile
Toys & Games category penetration
Toys & Games channel usage
Toys & Games device usage
Toys & Games fulfilment methods
Toys & Games purchase locations
Toys & Games purchase frequency
Toys & Games consumer drivers
Toys & Games trend awareness
Toys & Games trends bought into
Toys & Games secondhand penetration
Toys & Games secondhand consumer drivers
Toys & Games character ranges
Toys & Games recipients
Toys & Games statements
METHODOLOGY, DEFINITIONS AND CONTACTS

Product Code: GDRT250006CSUK

List of Table

List of Tables

UK Toys & Games Market by Category, 2024 & 2029
UK Toys & Games Channel Value and Forecast, 2024 & 2029
Top 10 UK Toys & Games Retailers, 2024
UK Toys & Games Competitor Overlap, 2025
Proportion of UK Toys & Games shoppers that bought Toys & Games categories in the last 12 months %, 2025 by gender, age, and social grade
Proportion of UK Toys & Games shoppers that bought Toys & Games across each channel in the last 12 months %, 2025 by gender, age, and social grade
Proportion of UK Toys & Games shoppers that bought Toys & Games online across each device in the last 12 months %, 2025 by gender, age, and social grade
Proportion of UK Toys & Games shoppers that bought Toys & Games online that used each fulfilment method in the last 12 months %, 2025 by gender, age, and social grade
Proportion of UK Toys & Games shoppers that bought Toys & Games offline that used each location in the last 12 months %, 2025 by gender, age, and social grade
Proportion of UK Toys & Games shoppers that rated to following drivers 7 or above out to 10 in importance %, 2025 by gender, age, and social grade

List of Figure

List of Figures

UK Toys & Games Market Value GBP m, 2019-2029f
UK Toys & Games Categories by Value Growth %, CAGR 2024-2029f
Proportion of UK consumers that bought Toys & Games in the last 12 months, 2025
Top 3 UK Toys & Games Retailers 2024 & 2025e
Top three reasons shoppers are purchasing toys & games secondhand %, 2025
Proportion of toys & games shoppers purchasing products %, 2025
UK Toys & Games Market GBP m, 2019, 2024 & 2029f & CAGR %
UK Toys & Games Market Value GBP m, 2019-2029f
UK Toys & Games Market Annual Growth %, 2019-2029f
UK Toys & Games Market Growth Drivers, 2019-2029f
Top 4 UK Toys & Games Categories by Value GBP m, 2024 & 2029f
Top 4 UK Toys & Games Categories by Value Growth %, CAGR 2024-2029f
UK Toys & Games Market by Category %, 2019-2029f
UK Toys & Games Online Market Size GBPm, 2019-2029f
UK Toys & Games Channel Growth, 2019-2029f
UK Toys & Games Market by Channel, 2024 & 2029f
UK Toys & Games Resale Market Value GBP m, 2019-2029f
UK Toys & Games Resale Market Annual Growth %, 2019-2029f
UK Toys & Games Resale Market Growth, 2019-2029f
UK Toys & Games Resale Market, 2019-2029f
UK Toys & Games Market Shares for Top 10 Retailers %, 2023-2025e
Top 20 Most Visited Retailers for Toys & Games %, 2025
Top 20 Most Purchased from Retailers for Toys & Games %, 2025
Amazon's UK Toys & Games Penetration %, 2025
Smyths' UK Toys & Games Penetration %, 2025
Argos' UK Toys & Games Penetration %, 2025
The Entertainer's UK Toys & Games Penetration %, 2025
Tesco's UK Toys & Games Penetration %, 2025
B&M's UK Toys & Games Penetration %, 2025
ASDA's UK Toys & Games Penetration %, 2025
Sainsbury's UK Toys & Games Penetration %, 2025
LEGO's UK Toys & Games Penetration %, 2025
The Works' UK Toys & Games Penetration %, 2025
Argos' UK Toys & Games market share %, 2019-2025e
The Entertainer's UK Toys & Games market share %, 2019-2025e
John Lewis & Partners' UK Toys & Games market share %, 2019- 2025e
Aldi's UK Toys & Games market share %, 2019-2025e
Proportion of UK consumers that bought Toys & Games in the last 12 months %, 2025
Profile of the UK Toys & Games shopper %, 2025
Proportion of UK Toys & Games shoppers that bought Toys & Games categories in the last 12 months %, 2025
Proportion of UK Toys & Games shoppers that bought Toys & Games across each channel in the last 12 months %, 2025
Proportion of UK Toys & Games shoppers that bought Toys & Games online across each device in the last 12 months %, 2025
Proportion of UK Toys & Games shoppers that bought Toys & Games online that used each fulfilment method in the last 12 months %, 2025
Proportion of UK Toys & Games shoppers that bought Toys & Games offline that used each location in the last 12 months %, 2025
Proportion of UK Toys & Games shoppers who shop for the market at given frequencies %, 2025
Proportion of UK Toys & Games shoppers that rated to following drivers 7 or above out to 10 in importance %, 2025
Proportion of UK Toys & Games shoppers that are aware of the following Toys & Games trends %, 2025
Proportion of UK Toys & Games shoppers that have bought into the following Toys & Games trends %, 2025
Proportion of UK Toys & Games shoppers that bought Toys & Games secondhand in the last 12 months %, 2025
Proportion of UK Toys & Games shoppers that cited the following reasons for buying Toys & Games secondhand in the last 12 months %, 2025
Proportion of UK Toys & Games shoppers that purchased the following character ranges %, 2025
Proportion of UK Toys & Games shoppers that bought Toys & Games for different recipients %, 2025
Proportion of UK consumers that agree and disagree with the following statements about Toys & Games %, 2025

UK Sector Series: Toys & Games, 2024-2029

Description

Table of Contents

List of Tables

Scope

Reasons to Buy

Table of Contents

Table of Contents

Executive summary

KEY TRENDS

MARKET SIZE AND FORECASTS

CATEGORY PERFORMANCE AND FORECASTS

CHANNEL PERFORMANCE AND FORECASTS

RESALE MARKET AND FORECASTS

CONSUMERS

List of Table

List of Tables

List of Figure

List of Figures