Exclusive: NPD on the shifting landscape of toy consumer demographics

Published on: 7th April 2020

Rory Partis, director UK Toys & EuroToys NPD, looks at the changing face of toy consumers.

In an article written for Toy World before the lock down, Rory revealed: “There have been a number of changes in the UK toy market over the last few years, particularly within the retail landscape. But we have also seen changes in terms of consumers, of those buying toys and those using them. Over the last two years, NPD consumer data shows that toy purchases for the 12+ age group have added nearly £80m to the total market in the UK, whereas the pre-school age range (0-3) has lost over £200m and boys 4-11 has lost a similar amount. Girls 4-11 has added £40m, but it is the 12+ age group that is far and away the best performer. Possibly the most striking statistic is that this age range now accounts for 24% of all purchases which is actually the same as pre-schoolers and boys 4-11. What is happening in the market to make these kidults buy into toys more than ever before?

The 12+ age group represented 24% of the market in 2019, a figure that has increased significantly in recent years – it was under 20% in 2016.

Rory goes on to unveil similar trends within the Games & Puzzles, Action Figures and Building Sets supercategories, and looks in detail at what factors have contributed to this.

To read the full NPD article in the April issue of Toy World, click here.

As toy sales patterns continue to shift during the lockdown, readers can keep up with the latest NPD insights in the upcoming May issue of Toy World.


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