The value generated from the export of toys, games and sports accessories in the United Kingdom decreased by 38.6 million British Pounds (-2.32 percent) compared to the previous year. Nevertheless, the last two years in this industry recorded a significantly higher value than the preceding years.Find more key insights for the value generated from the export in countries like Luxembourg, Poland and the Netherlands.

This statistic presents the value of toys, games, and sports requisites imported into the United Kingdom annually from 2001 to 2024. Toys, games, and sports requisites imports into the UK were worth close to 5.5 billion British pounds in 2024.

The United Kingdom toys market reached a value of approximately USD 3.91 Billion in 2024. The market is projected to grow at a CAGR of 4.00% between 2025 and 2034, reaching a value of around USD 5.79 Billion by 2034.

Over the five years through 2025-26, toy retailers' revenue is set to edge upwards at a compound annual rate of 0.9% to £2 billion. In recent years, toy retailers have faced significant challenges, with renowned retailers like Toys "R" Us and Mothercare exiting the market (in 2018 and 2019, respectively) thanks to intense competition from supermarkets, online-only retailers and video games (which pull away children's attention). At the same time, profit has been eroded by high competition. With major retailers shutting up shop, the market became more concentrated, allowing the remaining big-name retailers (like Smyths) to strengthen their positions by capitalising on the void left by former rivals. However, the industry shows stronger demand from older consumers, as interest in building sets, trading cards, games, plush toys, and collectables grows. Retailers are expanding online and opening new outlets, responding to competition and shifting tastes. To keep up, companies like Smyths Toys and The Entertainer are adding more educational and tech-focused products to capture sales from teens, adults, and families seeking broader choices. In 2025-26, revenue is forecast to climb by 1.9%, mostly driven by an ongoing shift in children’s behaviour. Kids today are increasingly watching YouTube videos that review toys, helping to form their tastes and preferences and ultimately encouraging sales for toy retailers. Also, the industry benefits from recent drops in container shipping rates. Lower shipping costs from Asia to Northern Europe have reduced operating expenses and improved profit for businesses across the sector. Over the five years through 2030-31, the Toy Retailing industry's revenue is anticipated to swell at a compound annual rate of 5.2% to reach £2.6 billion. Competition from big-box stores (like Argos) and online-only retailers (like Amazon) will remain intense, potentially pushing smaller toy retailers to the brink. With IT and telecommunications adoption set to continue creeping upwards, more people will opt to shop online, where they can conveniently compare products and prices. To maintain sales, traditional toy stores will adjust their offerings to include exclusive products, as well as embrace online distribution channels and in-store experiences to gain exposure. The delicate balance between low prices and profitability will remain.

In the toys & games market in the United Kingdom in 2024, the toys for toddlers & kids segment generated the highest revenue, reaching approximately ************ U.S. dollars. The dolls & stuffed toys segment ranked second with around ************ U.S. dollars, while construction sets & models followed with about ************ U.S. dollars.

Learn about the projected growth of the toy market in the UK, with an expected increase in market volume and value over the next decade.

The revenue in the 'Toys & Games' segment of the toys & hobby market in the United Kingdom was modeled to be *********** U.S. dollars in 2024. Between 2018 and 2024, the revenue rose by *********** U.S. dollars, though the increase followed an uneven trajectory rather than a consistent upward trend. The revenue will steadily rise by *********** U.S. dollars over the period from 2024 to 2029, reflecting a clear upward trend.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Toys & Games.

Over the five years through 2025-26, industry revenue is projected to rise at a compound annual rate of 8.1% to reach £973 million. Growth has been supported by strong branding, licensing deals and the rebound in retail sales. Games Workshop’s Amazon agreement is pushing Warhammer into mainstream entertainment, attracting new audiences, while Hornby has streamlined operations after leaving the stock market in 2025. HTI’s Sambro takeover has created the UK’s largest independent toy company, consolidating its licensing portfolio. Profit margins have remained above the wider manufacturing average, supported by consumer loyalty to premium products, even as manufacturers face higher wages, packaging levies and energy costs. Key external drivers continue to shape outcomes. ONS data shows that internet sales made up 27.2% of all UK retail sales in 2024, boosting direct-to-consumer channels and reducing reliance on wholesalers. Exports add further stability, with the UK shipping £28.6 million of playing cards in 2023, largely to the US and Australia, according to UN Comtrade data. However, reliance on imports exposes companies to shocks, with container costs quadrupling during the Red Sea crisis in October 2024. At the same time, packaging regulation is driving change, with the Plastic Packaging Tax rising to £223.69 per tonne in April 2025. These pressures are encouraging investment in greener packaging and digital design tools. In 2025-26, revenue is expected to grow 4.8% as stabilised costs support profitability. Looking ahead, conditions are set to tighten. The number of primary-age pupils in England is forecast to fall by 5% between 2025 and 2030, according to the Department for Education in 2025, shrinking the domestic customer base. Nonetheless, easing inflation should support demand, with household disposable income projected to grow 0.5% annually, according to the Office for Budget Responsibility. Permanent full expensing is also expected to boost automation investment. Over the five years through 2030-31, revenue is forecast to expand at a compound annual rate of 6.8% to reach £1.3 billion.

The UK toy market is projected to exceed USD 1.28 billion by 2024-29, driven by increasing demand for educational toys and STEM-related products.

The European toys market, valued at €40.25 billion in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 4.7% from 2025 to 2033. This expansion is driven by several key factors. Firstly, rising disposable incomes across many European nations, coupled with a growing emphasis on early childhood development and experiential learning, fuels increased parental spending on toys. Secondly, the burgeoning e-commerce sector provides convenient access to a wider variety of toys, stimulating market growth. The market is segmented by product type, encompassing activity toys & accessories, soft toys & accessories, outdoor & vehicle toys, games & puzzles, and others. Distribution channels include specialty stores, e-retailers, hypermarkets, and department stores, each playing a significant role in market dynamics. Germany, the UK, France, and Italy represent key regional markets within Europe, contributing significantly to the overall market size. While the market faces restraints like fluctuating economic conditions and increasing competition from budget brands, the overall growth trajectory remains positive, fueled by innovation in toy design, incorporating educational and technological elements. Competitive dynamics within the European toy market are intense, with leading companies employing diverse strategies to maintain market share. This includes focusing on product differentiation through innovation, strategic partnerships to expand distribution networks, and leveraging digital marketing to reach target demographics. Industry risks include supply chain disruptions, fluctuations in raw material prices, and evolving consumer preferences. However, companies that successfully adapt to these challenges and cater to the evolving needs of consumers are well-positioned to capitalize on the growth opportunities within the European toy market. The forecast period of 2025-2033 promises continued expansion, shaped by demographic shifts, evolving consumer behaviour, and technological advancements in the toy industry. Analyzing these trends is vital for stakeholders aiming to thrive in this dynamic market.

Snapshot img

Toy Market Size 2025-2029

The toy market size is forecast to increase by USD 28.3 billion, at a CAGR of 4.4% between 2024 and 2029.

The market is experiencing significant growth driven by increasing personal disposable income and the expanding middle-class population worldwide. This economic trend is fueling demand for various toy categories, particularly construction toys that foster creativity and skill development. Additionally, the growing popularity of digital games and e-games signifies a shift towards interactive and technology-driven play experiences. Companies in the toy industry must capitalize on these trends by offering innovative and engaging products that cater to both traditional and digital play preferences. However, challenges persist in the form of intensifying competition and evolving consumer expectations. With numerous players in the market, companies must differentiate themselves through unique offerings and effective marketing strategies.
Furthermore, keeping up with the latest technological advancements and consumer preferences is crucial to remain competitive and meet the demands of tech-savvy consumers. Adapting to these market dynamics requires a strong focus on innovation, agility, and customer engagement. By staying attuned to these trends and challenges, toy companies can capitalize on opportunities and navigate the competitive landscape effectively.

What will be the Size of the Toy Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic market dynamics shaping various sectors. Toddler toys, for instance, experience seasonal demand driven by holidays and birthdays. Price points vary, with supply chain management playing a crucial role in ensuring affordability and timely delivery. Toy safety regulations are a constant concern, with ongoing discussions around battery life and material sourcing. Brand loyalty is a significant factor, with consumers often returning to trusted brands for creative toys and educational products. Toy libraries and rentals offer cost-effective solutions for families, while product design continues to push boundaries with interactive and solar-powered toys.

Intellectual property and licensing agreements shape the landscape for action figures, collectible toys, and character merchandise. E-commerce platforms and social media marketing have transformed retail channels, with influencer marketing and online sales driving growth. Building blocks and arts & crafts supplies cater to the creative sector, while ride-on toys and outdoor toys cater to active children. Ethical sourcing and sustainable practices are increasingly important, with consumers demanding transparency in material sourcing and distribution networks. The product lifecycle is a continuous process, with new trends emerging and evolving, from plastic toys and fabric toys to metal toys and electronic toys.

How is this Toy Industry segmented?

The toy industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Outdoor toys and dolls
  Building sets and puzzles
  Action figures and vehicles
  Others


Distribution Channel

  Offline
  Online


Age Group

  Infants and toddlers
  Kids
  Teenagers


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Product Insights

The outdoor toys and dolls segment is estimated to witness significant growth during the forecast period.

The market encompasses a wide range of products, including preschool toys, educational toys, role-playing games, interactive toys, video games, card games, outdoor toys, wooden toys, battery-operated toys, solar-powered toys, hot wheels, licensing agreements, action figures, fabric toys, soft toys, arts & crafts supplies, distribution networks, metal toys, retail channels, ethical sourcing, toy cars, indoor toys, baby toys, product lifecycle, toddler toys, price points, supply chain management, toy safety regulations, battery life, brand loyalty, toy libraries, product design, plastic toys, creative toys, seasonal demand, intellectual property, material sourcing, e-commerce platforms, building blocks, stuffed animals, toy fairs, social media marketing, influencer marketing, ride-on toys, collectible toys, plush toys, remote control cars, online sales, electronic toys, teen toys, and school-age toys.

The outdoor and sports toys and dolls segment dominates the market due to the growing health consciousness among parents. This segment includ

Over the forecast period until 2027, the online revenue share is forecast to exhibit fluctuations among the two segments. Only in the segment Online, a significant increase can be observed over the forecast period. In this segment, the indicator exhibits a difference of **** percent between 2019 and 2027. Find further statistics on other topics such as a comparison of the revenue share by mobile/desktop split in Russia and a comparison of the online revenue share in the world. The Statista Market Insights cover a broad range of additional markets.

The UK toy market was estimated at $2.2B in 2024, surging by 10% against the previous year. Overall, consumption continues to indicate a modest increase. Over the period under review, the market reached the maximum level at $2.6B in 2022; however, from 2023 to 2024, consumption stood at a somewhat lower figure.

Infact, toddler, and preschool toys were the top-selling category within the toy market in the United Kingdom in 2019, with a market share of over ** percent. Dolls ranked in second place, with a market share of **** percent.

Analysis of the UK toy market showing 223K tons consumption in 2024, projected growth to 230K tons by 2035, with China dominating 76% of imports and domestic production remaining limited at 4.4K tons.

United Kingdom Smart Toys Market was valued at USD 942.34 Million in 2024 and is anticipated to grow USD 1785.25 Million by 2030 with a CAGR of 11.24%.

The global toys and games market is witnessing expansion due to factors such as increased interest in green toys, the resurgence of traditional toys and video games, and awareness about the cognitive benefits of building toys. The rising popularity of mobile-based gaming and traditional recreational activities like construction sets and puzzles among younger generations also drive the market. The demand for dolls and STEM-based games and toys remains high due to their appeal to children and collectors, providing a valuable learning experience while being entertaining. The market is experiencing growth in tech-based toys, with sustainability and digitalization being key focus areas. Children's preferences are shifting from traditional toys to digital entertainment forms like video games, mobile apps, and virtual reality experiences. The electronic games category dominates the market with the largest revenue share, while the games and puzzles segment is forecasted to grow at the fastest rate. The 15 years and above age group recorded the largest market share, with the offline channel dominating the global market. However, the online distribution channel segment is estimated to grow rapidly. Mordor Intelligence™ Industry Reports provide statistics for the Toys and Games market share, size, and revenue growth rate, including a market forecast outlook and a historical overview. A sample of this industry analysis is available as a free report PDF download.

   Toys And Games Also Known As: Fun and Games, Kids' Toys, Children's Playthings

   Toys And Games Report Covers the Following Regions: NA, North America, North American, EU, Europe, European, APAC, Asia Pacific, Asian, SA, South America, South American, MEA, Middle East and Africa, Middle Eastern and African, MENA, Middle East, Middle Eastern, Africa, African

   Toys And Games Report Covers the Following Countries: USA, United States, US, Canada, Mexican, Mexico, ES, Spain, Spanish, UK, United Kingdom, British, DE, Germany, German, FR, France, French, IT, Italy, Italian, RU, Russia, Russian, China, Chinese, JP, Japan, Japanese, IN, India, Indian, AU, Australia, Australian, BR, Brazil, Brazilian, AR, Argentina, Argentine, ZA, South Africa, South African, SA, Saudi Arabia, Saudi

Snapshot img

Europe Toys Market Size 2025-2029

The europe toys market size is forecast to increase by USD 10.39 billion, at a CAGR of 4.7% between 2024 and 2029.

Major Market Trends & Insights

By Product - Activity toys and accessories segment was valued at USD billion in 
By Distribution Channel - Specialty stores segment accounted for the largest market revenue share in 

Market Size & Forecast

Market Opportunities: USD 0.00 billion
Market Future Opportunities: USD 10.39 billion 
CAGR : 4.7%

Market Summary

The European toys market exhibits a dynamic business landscape, with continuous shifts and evolutions in consumer preferences and industry trends. According to recent market studies, the European toy industry reached a value of approximately €25 billion in 2020, representing a substantial portion of the global market share. Notably, educational toys and games have gained significant traction, with sales increasing by around 10% year-on-year. This growth can be attributed to the increasing focus on early childhood development and the integration of technology into educational products. Additionally, the market has seen a rise in strategic collaborations and partnerships, with companies expanding their product portfolios to cater to diverse consumer needs and preferences. Despite these positive developments, the market faces challenges, including the availability of low-quality counterfeit products and the increasing competition from digital entertainment. Nonetheless, the European toys market continues to offer ample opportunities for growth and innovation.

What will be the size of the Europe Toys Market during the forecast period?

Get Key Insights on Market Forecast (PDF) Request Free SampleThe European toys market exhibits a steady expansion, with current sales accounting for approximately 20% of the global market share. This figure underscores the market's significance and its continuous growth. Looking ahead, the market is projected to expand by over 5% annually, outpacing the overall economic growth. A comparison of key performance indicators reveals an intriguing trend. In 2020, e-commerce sales accounted for 15% of the total European toys market, a figure that is expected to reach 20% by 2025. Meanwhile, traditional brick-and-mortar stores accounted for 85% of sales in 2020, with a projected decline to 80% by 2025. This shift in sales channels underscores the increasing importance of digital marketing and e-commerce strategies for toys businesses.

How is this Europe Toys Market segmented?

The toys in europe industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments. ProductActivity toys and accessoriesSoft toys and accessoriesOutdoor and vehicle toysGames and puzzlesOthersDistribution ChannelSpecialty storesE-retailersHypermarketsDepartment storesPrice RangeBudgetMid-rangePremiumMaterial TypePlasticWoodElectronicTechnologySmart ToysTraditionalGeographyNorth AmericaUSCanadaEuropeFranceGermanyItalySpainUKMiddle East and AfricaUAEAPACChinaIndiaJapanSouth KoreaSouth AmericaBrazil

By Product Insights

The activity toys and accessories segment is estimated to witness significant growth during the forecast period.

The European toys market encompasses a diverse range of products, including action figures, virtual reality toys, and construction toys. Action figures represent a significant segment, with production centered around creating intricately detailed figurines based on characters from movies, television shows, and comic books. Virtual reality toys, meanwhile, merge technology and play, offering immersive experiences for children. In terms of distribution channels, traditional retail outlets remain prominent, while e-commerce platforms are gaining traction. Remote control technology, a common feature in various toy categories, continues to evolve, enhancing the play experience. Quality control testing is a crucial aspect of the industry, ensuring the safety and durability of toys. Retail toy sales are driven by factors such as consumer preferences, marketing strategies, and regulatory compliance. Toy packaging materials, such as sustainable and eco-friendly options, are becoming increasingly important. Interactive toy elements, including electronic components and digital toy platforms, are popular among children. Children's toy design prioritizes safety, creativity, and educational value. Battery-powered toys, a significant portion of the market, undergo rigorous safety testing. Toy lifespan assessment and sustainability are key considerations, with an emphasis on extending the life of toys and reducing waste. Toy safety standards are stringent, with regulations governing materials, manufacturing processes, and marketi

Game and toy manufacturers have contended with numerous headwinds in recent years, ranging from the growing popularity of digital alternatives to fierce import competition from low-cost production countries like China. This has meant manufacturers looking to remain successful had to adapt and cater to shifting consumer needs, like offering educational toys to appeal to parents concerned with high electronic device usage. Revenue is expected to grow at a compound annual rate of 1.6% over the five years through 2025 to €12.9 billion, including a forecast hike of 2.2% in 2025. The tightening cost of living in the two years through 2023 resulted in cash-strapped individuals reining in spending to afford spiralling food and energy prices, hitting demand for games and toys. This also made cheaper games and toys from low-cost production countries more appealing, as they’re often priced lower than European-made games and toys. Another major cause for concern has been the rising popularity of video games, with ownership of electronic devices like smartphones and tablets picking up significantly, weighing on demand for traditional games and toys. Although these headwinds are set to persist over 2025, the cost-of-living crisis is loosening its grip on consumer finances thanks to higher interest rates doing their job to bring down inflation. Uncertainties will persist amid the US’s protectionist policies, but consumer sentiment will edge upwards in line with real household disposable income, driving demand and supporting the average industry profit margin, which is set to reach 9.9% in 2025. Revenue is forecast to climb at a compound annual rate of 8.1% over the five years through 2030 to €19.1 billion. Economic conditions are set to improve, with inflationary pressures easing and real disposable incomes continuing on their upwards trajectory. This will allow manufacturers to compete beyond price, focusing efforts on quality and developing eco-friendly lines. However, competition from digital alternatives will remain fierce as more children shift from traditional toys to more interactive mediums. The regulatory environment will also force manufacturers to adapt, calling for the use of sustainable materials following the introduction of the Ecodesign for Sustainable Products Regulation in 2024.

Snapshot img

Construction Toys Market Size 2025-2029

The construction toys market size is forecast to increase by USD 2.11 billion at a CAGR of 3.8% between 2024 and 2029.

The market is witnessing significant growth due to the increasing focus on children's educational development. Parents are increasingly seeking toys that offer more than just entertainment value, leading to an increase in demand for construction toys that promote creativity, problem-solving skills, and fine motor development. Furthermore, the integration of robotics and digital technology in construction toys is adding a new dimension to the market. E-commerce platforms are making it easier for consumers to access a wide range of construction toys, from plastic building blocks to computer-controlled models. However, the market is also facing challenges such as the presence of counterfeit products and the need for medical device cleaning and safety regulations. As eco-friendly toys gain popularity, manufacturers are responding by introducing more sustainable options made from recycled materials. Overall, the market is poised for continued growth as it caters to the evolving needs of modern parents and children.

What will be the Size of the Construction Toys Market During the Forecast Period?

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The market encompasses a wide range of products designed to stimulate cognitive development and holistic growth in children. These toys, often made of plastic or PVC, foster spatial reasoning and imagination through city-building and mechanical projects. Educational institutions and child psychology experts recognize the value of construction toys in enhancing motor skills, social competence, and problem-solving abilities. Market dynamics reflect a growing emphasis on sustainable toys made from recyclable materials, as regulatory authorities increasingly scrutinize the use of bisphenol A and other potentially harmful substances in children's toys. E-commerce platforms have emerged as popular sales channels, particularly among working-class parents, enabling easy access to a diverse range of construction toys catering to various age groups and interests.
Product categories span from traditional building blocks to more complex mechanical toys, incorporating principles of levers, gearing, and problem-solving skills. The market's continued growth is driven by the intellectual, physical, and social development benefits these toys provide, making them an essential component of children's play and learning experiences.

How is this Construction Toys Industry segmented and which is the largest segment?

The construction toys industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Type

  Bricks and blocks
  Tinker toys
  Others


Material

  Polymer
  Wood
  Metal


Age Group

  School age
  Preschool
  Toddlers
  Teenagers


Geography

  APAC

    China
    India
    Japan
    South Korea


  North America

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  South America



  Middle East and Africa

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period. The market encompasses various segments, including cognitive development, spatial reasoning, education systems, holistic development, imagination, plastic toys, PVC, Bisphenol A, regulatory authorities, child psychology, motor skills, social competence, sustainable toys, recyclable materials, and safety. Construction toys are essential for mental and physical development, fostering problem-solving skills, productive skills, and creativity in children. These toys, which include building blocks, bricks, tinker toys, and city-building toys, are available in various materials, such as plastic, water resistance, and eco-friendly raw materials. Market leaders and followers in this industry include established players, toy makers, and e-commerce platforms. Working-class parents and educators prefer these toys for their children due to their educational value, focusing on mechanical principles, such as levers, gearing, and problem-solving skills.

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The offline segment was valued at USD 7.24 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 49% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The market in APAC is projected to lead the global industry due to the increasing demand for premium and brand