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.
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.
Report 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.
Table of Contents
- 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
- 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
- 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
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Aldi
- Amazon
- Argos
- ASDA
- B&M
- Barbie
- Bluey
- Disney
- Forbidden Planet
- Harry Potter
- Hello Kitty
- Home Bargains
- IKEA
- Jellycat
- John Lewis & Partners
- Le Toy Van
- Lego
- Lidl
- Marvel
- Mattel
- Minecraft
- Miniso
- Morrisons
- Paw Patrol
- Pokemon
- Pop Mart
- Poundland
- Primark
- Sainsbury's
- Smyths
- Squishmallows
- Star Wars
- The Entertainer
- The Range
- The Very Group
- The Works
- TikTok
- TK Maxx
- TokyoToys
- WH Smith
- Yoto
- Zuru Toys
