Toys and Games in the United Kingdom

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in United Kingdom report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Toys and Games in United Kingdom?
  • Which are the leading brands in Toys and Games in United Kingdom?
  • How are products distributed in Toys and Games in United Kingdom?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in United Kingdom?
  • How has retail disruption following COVID-19 and national lockdown impacted sales?
  • Where is future growth expected to be most dynamic?
  • Is it more important to appeal to children or adults?

Toys and Games in the United Kingdom

Growth driven by kidult trend, sustainability and influence of strategic alliances
Chart 1 Key Trends 2024
Traditional toys and games records most rapid value growth
Lego expands Botanicals range, targeting kidults with complex construction sets
Chart 2 Lego Expands Botanicals Collection
Disney and Epic Games partnership extends media influence in Fortnite
Chart 3 Disney Collaborates with Epic Games to Create Fortnite Universe
Video games to spearhead growth in toys and games
Kidults and tech integration to influence development of traditional toys and games
Sustainability to be a major trend in local market moving forwards
Chart 4 Analyst Insight
Dominance of retail e-commerce to support greater uptake of subscription services
LEGO Group gains share as Mattel and Hasbro focus on collectibles
Independent games struggle to compete with AAA titles due to limited funding
New range of LOL Surprise! dolls fails to appeal to younger children
Mattel’s ongoing commitment to supporting diversity and inclusion
Retail e-commerce continues to dominate, while traditional toy shops decline
Currys partners with Microsoft for Xbox repairs
Liledu enters subscription services with play-and-swap model
Chart 5 Liledu Launches in the UK
Chart 6 Real GDP Growth and Inflation 2019-2029
Chart 7 PEST Analysis in the United Kingdom 2024
Chart 8 Key Insights on Consumers in the United Kingdom 2024
Chart 9 Consumer Landscape in the United Kingdom 2024

Traditional Toys and Games in the United Kingdom

KEY DATA INSIGHTS

Expanding kidult audience helps drive sales of nostalgic collectibles
Chart 10 Key Trends 2024
Positive growth overall, with plush a particularly dynamic performer
Lego targets kidults with expanded Botanicals Collection and boosts collectibles
Chart 11 Analyst Insight
Funko's Bitty Pop! range drives collectibles sales with focus on nostalgia
Chart 12 Funko Expands Bitty Pop! Range
Construction and plush to remain strong performers, while scientific/educational is set to record most dynamic growth
Sustainability set to transform development of traditional toys and games
Retail e-commerce to make further gains, placing pressure on retail offline
Lego gains share as Mattel and Hasbro pivot to collectibles
Spin Master’s latest acquisition enables it to expand presence in category
Addition of Blind Barbie to Barbie Fashionistas range aligns with inclusivity trend
Retail e-commerce gains share as toys and games stores loses ground
Investment in Hobbycraft set to help drive sales of arts and crafts
Liledu uses subscription model to enter traditional toys and games
Chart 13 Liledu Launches in the UK

Video Games in the United Kingdom

KEY DATA INSIGHTS

Video games software drives sales, while subscription models are increasingly favoured
Chart 14 Key Trends 2024
Sales of video games decline as consumers await new releases
Activision Blizzard’s Game Pass launch threatens PlayStation Plus subscriptions
Chart 15 Call of Duty: Black Ops 6 Launches on Xbox Game Pass
Disney and Epic Games partnership engages consumers through Fortnite
Chart 16 Disney Partners with Epic Games
Xbox Game Pass changes consumption and threatens console sales
Video games to experience faster expansion than the regional average
Subscription services gain popularity, impacting traditional video game purchases
Chart 17 Analyst Insight
New consoles face challenges amid subscription growth and headset potential
Increasing consolidation, while Xbox pivots
Consolidated landscape of static consoles dominated by Sony Corp
Retail e-commerce remains dominant distribution channel for video games
Currys partners with Microsoft to provide in-store Xbox repairs

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

Toys and Games

    • Action Figures and Accessories
    • Arts and Crafts
    • Baby and Infant
    • Construction
    • Dolls and Accessories
    • Dress-Up and Role Play
    • Games and Puzzles
    • Model Vehicles
    • Outdoor and Sports
    • Plush
    • Pre-School
    • Remote Control Toys
    • Ride-On Vehicles
    • Scientific/Educational
    • Other Traditional Toys and Games
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

See all of our definitions
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This report originates from Passport, our Toys and Games research and analysis database.

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