UK Sector Consumer Insights: Toys & Games 2026
Summary
The the analyst UK Sector Consumer Insights: Toys & Games 2026 report offers a comprehensive insight into the consumer attitudes, behaviours and drivers in the UK toys & games market in 2026.The UK toys & games market is showing renewed growth, driven by 35-44-year-olds and increasing demand across both family and adult-oriented purchases. Quality was the key driver of toys & games purchases in 2026, with soft toys, board games and construction toys leading demand.
Scope
- Quality was the primary driver of purchasing behaviour across all toys & games purchases
- Soft toys, board games and construction toys remained the most purchased categories within the toys & games market in 2026
- Instore was the leading channel for toys & games purchases in 2026
Reasons to Buy
- Understand which toys & games categories were the most purchased in 2026
- Understand which retailers are the most purchased from for toys & games
- Understand how drivers of toys & games purchases, such as range, price and quality, vary in importance among different demographics to maximise sales potential.
Table of Contents
- Key Consumer Trends
- Toys & Games Penetration & Profile, 2026
- Toys & Games Category Penetration, 2026
- Top 20 Purchased from Retailers for Toys & Games Overall, 2026
- Top 20 Purchased from Retailers for Toys & Games Instore and Online, 2026
- Competitor Overlap Overall, 2026
- Competitor Overlap Instore, 2026
- Competitor Overlap Online, 2026
- Top 10 Most Purchased from Retailers for Toys & Games Consumer Penetration, 2026
- Channel Usage, 2026
- Device Usage, 2026
- Fulfilment Methods, 2026
- Purchase Locations, 2026
- Purchase Frequency, 2026
- Consumer Drivers, 2026
- METHODOLOGY
- Technical details: Consumer survey work
- Proportion of UK Toys & Games shoppers that bought Toys & Games categories in the last 12 months by demographic %, 2026
- Retailers’ overlap with their competitors, among the top 10 most purchased retailers for toys & games overall %, 2026
- Retailers’ overlap with their competitors, among the top 10 most purchased retailers for toys & games instore %, 2026
- Retailers’ overlap with their competitors, among the top 10 most purchased retailers for toys & games online %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games across each channel in the last 12 months %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games online across each device in the last 12 months by demographic %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games online that used each fulfilment method in the last 12 months by demographic %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games offline that used each location in the last 12 months by demographic %, 2026
- Proportion of UK Toys & Games shoppers that rated to following drivers 7 or above out to 10 in importance by demographic %, 2026
- Key Consumer Trends
- Proportion of UK consumers that bought Toys & Games in the last 12 months total %, 2026
- Profile of the UK Toys & Games shopper by gender %, 2026
- Top categories purchased by 35-44 year old UK Toys & Games shoppers %, 2026
- Top three most purchased toys & games categories among UK Toys & Games shoppers %, 2026
- Proportion of UK consumers that bought Toys & Games in the last 12 months by demographic %, 2026
- Profile of the UK Toys & Games shopper by demographic %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games categories in the last 12 months %, 2026
- Top 20 Most Purchased Retailers for Toys & Games Overall %, 2026
- Top 20 Most Purchased Retailers for Toys & Games Instore %, 2026
- Top 20 Most Purchased from Retailers for Toys & Games Online %, 2026
- Smyths’s UK Toys & Games Penetration by demographic %, 2026
- Amazon’s UK Toys & Games Penetration by demographic %, 2026
- Tesco’s UK Toys & Games Penetration by demographic %, 2026
- The Entertainer’s UK Toys & Games Penetration by demographic %, 2026
- B&M’s UK Toys & Games Penetration by demographic %, 2026
- Home Bargains’ UK Toys & Games Penetration by demographic %, 2026
- ASDA’s UK Toys & Games Penetration by demographic %, 2026
- Sainsburys’ UK Toys & Games Penetration by demographic %, 2026
- LEGO’s UK Toys & Games Penetration by demographic %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games across each channel in the last 12 months %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games online across each device in the last 12 months %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games online that used each fulfilment method in the last 12 months %, 2026
- Proportion of UK Toys & Games shoppers that bought Toys & Games offline that used each location in the last 12 months %, 2026
- Proportion of UK Toys & Games shoppers who shop for the sector at given frequencies %, 2026
- Proportion of UK Toys & Games shoppers that rated to following drivers 7 or above out to 10 in importance %, 2026
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Aldi
- Amazon
- Argos
- ASDA
- B&M
- Build-A-Bear
- Debenhams
- Disney
- Dunelm
- Home Bargains
- IKEA
- John Lewis & Partners
- LEGO
- Lidl
- Morrisons
- Ocado
- Poundland
- Primark
- Sainsbury's
- Smyths
- Tesco
- The Entertainer
- The Range
- The Works
- TK Maxx
- Toys R Us
- Very
