Competitive Landscape
Lego Expands Lead as Fragmentation Persists Despite Licensing Strength
Traditional toys and games in the UK continues to exhibit a moderately concentrated structure in 2025. LEGO UK Ltd has notably expanded its lead, reaching a share of 22% in 2025, up from 19% in 2024, which was driven by a standout year in construction.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in United Kingdom?
- Which are the leading brands in Traditional Toys and Games in United Kingdom?
- How are products distributed in Traditional 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?
Traditional Toys and Games in the United Kingdom - Category analysis
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
Toys and Games in the United Kingdom - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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