• The UK toy market saw a 6.3% uplift in sales in 2016 on volumes up 7.5%. Grocery outperformed specialist toy retailers with value sales up 8%.
• The UK is now the largest market in Europe and fourth largest in the world.
• 2016’s growth has surpassed the US at 4.7% and France at 1%.
• On average throughout 2016, £350 was spent on each child aged up to nine, with an average price of £8.35. This has largely been driven by the growth of the collectables market in the UK, which has seen a year-on-year increase of 44%, accounting for almost one out of four toys sold.
• This year-round trend of toy buying is relatively unique in comparison with the Continent, with just 22% of sales in December giving the UK the lowest seasonality out of the top five European markets.
• The games and puzzles sector has also driven growth, with an year-on-year hike of 21% making it the biggest grower, followed by plush toys.
• Overall, 36% of sales were conducted online, an increase of 4%, while click and collect sales grew 14% year on year.

Frédérique Tutt, The NPD Group