Toy industry in the United Kingdom (UK) - statistics & facts
The toy industry in the United Kingdom is an important and lucrative market, growing steadily every year. The revenue of the toys and games market went from approximately four and a half billion British pounds in 2019 to around 5.4 billion in 2024. It is also a fairly broad industry that includes different segments for different target markets, from toys intended for children, to more complex games targeting adults like card games and board games. In 2024, toys for toddlers and kids were the most lucrative segment within the UK industry, with revenues in that segment alone reaching 1.1 billion British pounds.
The UK toys and games market is expected to reach over six billion British pounds' worth of revenue by 2029, according to projections. Although estimations in the early 2020s recorded more fluctuations, revenue growth is predicted to stabilize and remain around the three percent mark per year from 2025 onwards.
Toy brand awareness
From Build-A-Bear to Baby Planet, there are many toy brands and toy retailers in the United Kingdom, some of which are ubiquitous and known to most consumers. Smyths Toys Superstores, which is an Irish multinational, is a brand that was recognized by more than 80 percent of surveyed consumers in the UK in 2025. At over 90 percent, LEGO remains the most well-known toy brand in the country. Popular for its interlocking plastic bricks, LEGO has consistently been the leading toy company in the world, in terms of revenue.Toy expenditure in the UK
Consumer spending on toys more than doubled between 2005 and 2024, with growing consumer demand driving a significant increase in the purchase volume of games, toys, and hobby goods in the United Kingdom. Specifically, in 2024, over 14 billion British pounds was spent on games, toys, and other items related to hobbies in the UK, up from around 6.7 billion British pounds in 2005, based on volume. Average weekly household expenditure on games, toys, and hobbies varied widely between gross income deciles in the UK, with the highest decile groups spending an average of four and a half British pounds per week on toys, versus less than one British pound spent by the lowest 20 percent.The UK toys and games market is expected to reach over six billion British pounds' worth of revenue by 2029, according to projections. Although estimations in the early 2020s recorded more fluctuations, revenue growth is predicted to stabilize and remain around the three percent mark per year from 2025 onwards.
