The competitive landscape of traditional toys and games in the UK witnessed an increase in concentration over the forecast period, with the top five global companies accounting for 46% share of value sales in 2024, compared to 41% in 2019, which is higher than the Western European average of 41%. Despite limited movement among the leading players in 2024, LEGO Group was able to gain share, driven by the increasing demand for construction and the appeal of its products to the growing kidult demographic; the expansion of its Lego Botanicals range specifically targets this consumer segment.
There were saw some acquisitions in 2024, including Spin Master buying Melissa & Doug in January. Spin Master was already present in the local market with a number of traditional toys and games, including construction, Action Figures and Accessories and arts and crafts.
Retaining its lead of dolls and accessories in 2024, Mattel continued to focus on incorporating different skin tones, disabilities and ethnicities into its Barbie Fashionistas range as part of its commitment to being more inclusive and representative.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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