UK toy market sees 5.9% increase in sales in 2015, new figures reveal

Published on: 26th January 2016

Figures revealed at Toy Fair showed a significant rise in sales across categories, with film licences playing a major role.

NPD480The UK toy market saw a 5.9% increase in sales in 2015, helping to keep it in the top spot as the largest toy market in Europe.

The latest results were released today by the British Toy and Hobby Association and The NPD Group at this year’s Toy Fair at Olympia, London.

The British toy industry is now valued at £3.2bn, according to The NPD Group, an increase of £150 million year-on-year.

Innovative ideas resulted in more than 58,000 new toys being launched in 2015, equating to 31% of UK toy sales or £1bn at retail.

Growth was driven partly by 2015 being a vintage year for strong film licenses with Minions, Avengers, Jurassic World and Star Wars all playing their part.

Frederique Tutt, global toy industry analyst at The NPD Group, said: “What is interesting about the 2015 performance is the lasting endurance of traditional toys such as building sets and action figures. It’s also great to see the variety in the toy industry where a fun game like Pie Face went viral on the internet, alongside the increasing popularity of traditional collectibles and the launch of exciting new toys from the movies – which included some of the best-sellers of the year.”


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