Exclusive: Speaking volumes – NPD update

Published on: 18th August 2021

Melissa Symonds of NPD looks at the sales data for the UK toy market and examines which categories are contributing to its current success.

At the time of writing, the schools have broken up for the summer holidays and Covid restrictions have been eased again (at least for now). It’s interesting to look back on the 2021 UK toy market performance so far and see where we are, not just compared to last year, but to 2019 and pre-pandemic. At the half year mark (Year-To-Date June 2021), the UK toy market is flat in value compared to 2020, but up +12% compared to the same period in 2019, meaning that the strong value growth we saw during the first lockdown has remained within the UK toy market.

Last year, we saw the UK toy market value increase driven by higher priced toy categories such as Outdoor & Sports Toys and Games & Puzzles, but this year other categories such as Action Figures, Plush and Vehicles have gained value. Only three Supercategories have value sales less than 2019 – Dolls, Youth Electronics and Infant/Toddler & Pre-school Toys.

What is more interesting is a deeper dive into the volume sales. YTD June 2021 has the UK volume sales increase +5% – or an addition 4.4m toys purchased in the same period last year. Not only are we selling more toys than last year, but we’re selling more than in 2019 with volume sales up +2% versus two years ago – an additional 1.9m toys purchased. So, what categories and types of toys are driving this volume growth?

To read the full article, which appeared in the August edition of Toy World, click here.


Smyths Toys acquires PicWic Toys

Full steam ahead for Toynamics’ Hape railway campaign

Golden Bear reports exceptional sales for Curlimals range

Exclusive: Talking Shop

Exclusive: Focus on Tech Toys & Gadgets

Trends UK celebrates 20th Anniversary at British Grand Prix

Tonies launches George adventures for Peppa Pig fans

Sainsbury’s reports substantial drop in Argos sales

Bluey to launch second series on CBeebies and BBC iPlayer

Exclusive: Schleich unveils new global brand strategy