UK: Toys & Games 2020-2025

UK: Toys & Games 2020-2025

The UK toys & games market is forecast to reach £3.6bn in 2020, with forecast growth of 15.2% between 2020 and 2025. We forecast toys & games spending to rise over the next five years and the market to recover following a period of drastic decline between 2107 and 2019.

The UK Toys & Games 2020-2025 sector report offers comprehensive insight and analysis of the UK toys & games market (including forecasts up to 2025), the major players, the big issues, and consumer attitudes. It provides in-depth analysis of the following: the hot issues impacting the market, strategies for success, market sizes and forecasts, retailer profiles, retailer market shares, consumer data and future outlook. The consumer data is based on our 2019 UK HBS survey, using a panel of 10,000 nationally representative consumers.


- With the market set to return to growth in 2020 (as consumer sentiment recovers), it will remain impacted by an increasingly technology-centric youth, with portions of toys & games spend being transferred into entertainment and electricals.
- Half of UK female clothing shoppers agree that they will be spend less on clothing in 2019 compared to 2018.
- Though the core toys & games sector targets children, there is a growing audience in the collectibles market which appeals to all ages groups, enicing non-traditional spend within the sector.
- Amazon continues to steal share from specialists, increasing by 2.9ppts in 2020 compared to 2019.

Reasons to buy

- Learn how the key retailers such as The Entertainer and Smyths are adapting to the sustainable movement , and the impact the war on plastic is having on the overall market.
- Utilise our in depth analysis of each age group, including average annual spend per head and the most important purchase drivers, to help you to increase spend among your target customer base.
- Use our detailed analysis of what the key issues within the tos & games market are to help identify ways to aquire new shoppers and drive engagement.
- Find out the rate at which online and offline channels are forecast to grow over the next five years, allowing you to adjust your business models to maximise sales potential.


Market drivers and inhibitors
Main issues in toys & games
Strategies learned from the collapse of Toys R Us
Potential films to impact the market
Collectables appeal to a wider audience than typical products in the toys & games market
Video games and in-app purchases drive older children away from the toys & games market
Coronavirus outbreak impacting global supply chain
Strategies for success
The sector at a glance
Overall sector size
Overall sector growth
Category dynamics: Soft toys
Category dynamics: Outdoor toys
Category dynamics: Construction toys
Category dynamics: Electronic toys
Category dynamics: Board games and jigsaws
Category dynamics: Doll houses/train sets
Category dynamics: Action figures
Category dynamics: Art toys
Spend per head
Online sector size
Online dynamics
Channels of distribution
Market shares
Visited retailers
Shopped retailers
Retailer profiles
The Entertainer
Competitor dynamics
Who shops and where they are located
Which categories they buy
Which character ranges they buy
Channels used by consumers
Fulfilment methods used by consumers
Frequency of shopping
Whats important when purchasing womenswear
Net agreement statements
Sustaiability in the toys sector
What is included
Market sizing


List Of Tables

Toys & games spend by subcategory, 2020e and 2025e
Toys & games spend per head by age group, 2020e
Toys & games channel split: 2020e and 2025e
Market share prospects out to 2020 for the Top 10 players
Retailer competitor overlap for Top 10 players, 2020
Purchase penetration of toys & games categories by demographic, 2019
Channel usage by demographic (instore, online, mail order), 2019
Fulfilment methods used by demographic (home delivery, click & collect and third-party pickup), 2019
What drives toys & games purchases, by demographic, 2019


List Of Figures

Total market growth, including and excluding Amazon
Category growth in toys & games
Overall toys & games: size of the market, 2015-2025e
Overall womenswear: inflation & volume, 2014-2024e
Womens outerwear: category size and growth rates, 2014-2024e
Womens underwear: category size and growth rates, 2014-2024e
Category size and growth rates, 2015-2025e: Soft toys
Category size and growth rates, 2015-2025e: Outdoor toys
Category size and growth rates, 2015-2025e: Construction toys
Category size and growth rates, 2015-2025e: Electronic toys
Category size and growth rates, 2015-2025e: Board games and jigsaws
Category size and growth rates, 2015-2025e: Doll houses/train sets
Category size and growth rates, 2015-2025e: Action figures
Category size and growth rates, 2015-2025e: Art toys
Channel splits for tiys & games, 2020e and 2025e
Market shares of top 10 toys & games, 2019 and 2020e
Top 15 most visited toys & games retailers, 2019
Top 15 most purchased from toys & games retailers, 2019
The Entertainer: Consumer dynamics and where else they shop, 2019
The Entertainer: Clothing market share, 2015-2020e
Amazon: Consumer dynamics and where else they shop, 2019
Amazon: Clothing market share, 2015-2020e
Smyths: Consumer dynamics and where else they shop, 2019
Smtyhs: Clothing market share, 2015-2020e
Toys & games shopper penetration by demographic and region, 2019
Profile of toys & games shoppers by demographic and region, 2019
Purchase penetration of toys & games categories, 2019
Toys & games character ranges shopped in the last 12 months
Toys & games ranges consumers planned to shop for Christmas 2019
Channel usage (instore, online and mail order/catalogue), 2018 and 2019
Fulfilment method for toys & games (home delivery, click & collect, third-party pickup), 2018 and 2019
Frequency of toys & games purchases by demographic, 2019
Considerations when purchasing toys & games products
Views on toys & games purchases, 2019
Views on sustainability in the toys sector, 2019
Views on toy subscription services, 2019
Views on the impact of children’s film releases of toy purchases, 2019


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