Toy and games in the UK recorded solid current value growth in 2023. Value growth for traditional toys and games was higher than the previous year, while video games returned to its positive trajectory following a marginal downturn in 2022 as demand stabilised post-pandemic.
Sustainability remained a key topic within toys and games in the UK in 2023, particularly within traditional toys and games. Consumers continued to place importance on living and shopping in a more sustainable way during the year, and given that plastic is the core material used in toy production, this remains particularly important within traditional toys and games.
In 2023, there was little change across the top five players in traditional toys and games in the UK, with LEGO UK Ltd strengthening its overall category leadership in value share terms. Lego remained the leading brand within this category in 2023.
In 2023, e-commerce continued to record solid growth across toys and games in the UK. Many local consumers have continued to shop online since the pandemic due to habit persistence and the convenience that the channel offers.
Both traditional toys and games and video games in the UK are predicted to record positive value growth (at constant 2023 prices) over the forecast period, suggesting that the post-pandemic lull is unlikely to be felt in the future. Within traditional toys and games, plush and construction will continue to perform well, supported by kidults, while scientific/educational will be driven by parents placing a greater emphasis on toys with educational benefits, especially as the number of children engaging with video games increases.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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