2025 Developments
Toys and games in the UK delivered solid value growth in 2025, supported by rising demand from adult consumers, collectors and enthusiasts. Traditional toys and games was the best performing category, benefiting from premium, licensed and collectible products that expanded the consumer base beyond traditional child-focused purchasing and supported higher-value spending. Collector culture increasingly shaped value creation across the market, particularly in construction products, trading cards and collectibles. Scarcity, intellectual property and repeat purchasing became more important drivers of performance, while adult consumers played a growing role in sustaining demand for premium and display-oriented products. Video games remained the largest category, with digital ecosystems, subscriptions and platform-led engagement continuing to reshape purchasing behaviour. Looking ahead, growth is expected to be driven by kidults, premium licensed products and increasingly sophisticated omnichannel strategies.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in United Kingdom?
- Which are the leading brands in Toys and Games in United Kingdom?
- How are products distributed in Toys and Games in United Kingdom?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in United Kingdom?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in the United Kingdom
2025 Developments
Key Data Insights
Adult Collectors Drive Premium Growth across Toys and Games
Collectibles and Trading Cards Reinforce Repeat Purchasing and Scarcity-Driven Demand
Digital Ecosystems Strengthen Recurring Spending and Consumer Engagement
Kidult Demand and Premium Products Are Set to Drive Value Growth
Video Games Are Anticipated to Reinforce Their Value Leadership
Omnichannel Retail and Licensing Strategies Are Forecast to Strengthen Competitive Advantage
Lego Leverages Adult Demand While Tencent Expands Digital Leadership
Pokémon and Lego Launches Strengthen Collector Engagement and Premium Value
Amazon and E-Commerce Platforms Extend Their Lead across Toys and Games
Social Discovery and Omnichannel Retail Increasingly Shape Purchasing Behaviour
Collectability, Licensing and Digital Ecosystems Broaden Consumer Engagement
Lego, Pokémon and Platform Ecosystems Expand Engagement Opportunities
Collectability and Recurring Engagement Strengthen Long-Term Value Creation
Traditional Toys and Games in the United Kingdom
Key Data Insights
Traditional Toys and Games Summary
Lego Capitalises on Adult Nostalgia to Drive Record Growth
Kidults and Licensed Franchises Reshape Purchasing and Brand Loyalty
Local Characters and Tv-Inspired Games Boost Engagement and Repeat Play
Kidults to Fuel Collectibles Boom as Licensing and Nostalgia Drive Sales
Franchise Tie-Ins and Sustainability Targets to Reshape Product Development
Lego Expands Lead as Fragmentation Persists Despite Licensing Strength
E-Commerce Accelerates Ahead as Shoppers Prioritise Convenience and Choice
Sustainability, Inclusivity, and Digital Depth Set New Product Development Priorities
Smart Play Mechanics and Precision Collectible Formats Raise the Bar for Product Design
Tiered Pricing and New Retail Models Strengthen Margins and Extend Product Lifecycles
Video Games in the United Kingdom
Key Data Insights
Video Games Summary
Digital Ecosystems Support Renewed Growth in Video Games
Nintendo Switch 2 Boosts Hardware Demand While Software Retains Leadership
Tencent Strengthens Mobile Growth through Engagement and Monetisation
Digital Formats and Platform Ecosystems Are Set to Drive Long-Term Growth
Hardware Refresh Cycles Are Anticipated to Concentrate Value around Major Launches
Cross-Media Intellectual Property Is Forecast to Unlock New Sources of Value
Tencent Strengthens Its Lead as Mobile Gaming Drives Market Concentration
Platform Ecosystems and Major Launches Intensify Competition
E-Commerce Platforms Consolidate Leadership as Digital Distribution Accelerates
Platform Ecosystems and Subscriptions Increasingly Shape Purchasing Behaviour
Digital Access and Recurring Engagement Reshape Product Development
Playstation Store, Switch 2 and Pubg Mobile Showcase Evolving Product Strategies
Recurring Engagement and Ecosystem Participation Become Key Sources of Value
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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