British Toy Market Sees 4-Year Highs

The British toy market increased 4.4 percent in 2014, the best result since 2010 when toy sales were up 8 percent.

April 6, 2018

British Toy Market Sees 4-Year Highs

The British toy market increased 4.4 percent in 2014, the best result since 2010 when toy sales were up 8 percent, according to a report released by the NPD Group in partnership with the British Toy and Hobby Association.

Toy sales across Great Britain in 2014 reached £3 billion at retail, an increase of £130 million from 2013.

According to the NPD Group, 2014 was boosted by a comeback of collectible brands where unit sales rose by more than 12 percent to 416 million toys, as sales under £5 increased by 9 percent. The increase comes after a flat performance in 2013. 

For the first time ever, toy sales during Black Friday week increased by 10 percent and exceeding those of the week prior to Christmas, traditionally the largest selling week in the toy market. Overall, the Christmas season was strong with an overall increase of 3 percent year-over-year in December.

Additionally, sales of newly launched products in 2014 increased by 16 percent

compared to 2013 and accounted for 37 percent of all annual sales.

“This is a tremendous result for the British toy industry during a year of challenging trading conditions," says Roland Earl, director general, BTHA. "The industry continually evolves to remain relevant to the demands from children and their families, and this innovation, combined with many consumers’ desire to prioritize their children’s playtime, has undoubtedly had a positive effect on the year.”

2014 was a particularly strong year for licensed toys with eight of the top 10 new products linked to a movie or a cartoon.

Top 10 Best-Selling Toys of 2014 in Great Britain:

  • FIFA World Cup Brazil official album stickers (Panini)
    • Star Wars Great Vehicles 2014 (LEGO Group)
      • Frozen Snow Globe Elsa (Jakks Pacific)
        • Mini-Figures The Simpsons series (LEGO Group)
          • Star Wars Mini-Figures set (LEGO Group)
            • Disney Frozen Ice Skating Assortment (Mattel)
              • Transformers Age of Extinction Flip 'n Change assortment (Hasbro)
                • Cra-Z-Loom bracelet maker (Character Options)
                  • Kidizoom smartwatch (Vtech)
                    • Star Wars Great Vehicles 2014 PP1 (LEGO Group)

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