UK toy market grows at fastest rate in more than a decade as parents choose fun

Britain's toy market is enjoying its strongest growth in more than a decade, with shoppers buying 38 million more toys in the past year and parents increasingly choosing fun over educational value, according to new industry figures.

Britons bought 257 million toys in the year to September, up 17% on the year before, data analyst Circana found. The market grew 13% in value to £2.64 billion, the fastest growth rate in more than ten years, Business Live reported on 11 November.

A boost for shops this Christmas

The figures were published as the Toy Retailers Association unveiled its DreamToys list of the 15 toys it expects to sell best this Christmas.

Melissa Symonds, executive director of UK toys at Circana, said: "Last December, more than 1,300 toys were flying off shelves every minute during the busiest shopping week, and with sales already well ahead of last year, retailers will be hoping for another bumper festive season."

Paul Reader, chairman of the DreamToys selection panel, said: "2026 has been incredible for the UK toy market, with growth reaching levels we haven't seen in more than a decade. What's particularly encouraging is that this isn't being driven by one product or category."

Fun first

Research from market intelligence firm The Insights Family suggests fun has now overtaken educational value as the main factor in parents' toy-buying decisions. Children's weekend playtime with toys and games has risen by 10% compared with last year, and one in five parents of children aged three to nine say the chance for family play influences what they buy.

Tom Williams, chief executive of The Insights Family, said: "Fun is now the leading factor in parents' toy-buying decisions, overtaking educational value, while value for money and the potential for toys to be played with repeatedly are also increasingly important."

The toys tipped to top the list

This year's DreamToys list includes the Lego Creator 3 in 1 Iconic Pirate Ship (£89.99), which builds three different models from the same bricks; the Hot Wheels City Ultimate T-Rex Garage (£129.99); the furReal Gabby the Grow and Roar Tiger (£79.99); and the Mini Brands Really Works Vinyl Playset (£19.99), a miniature record player that plays music.

Also featured are the Beyblades Sneak Attack Battle Set (£44.99), the PAW Patrol Megasaurus Dino Vehicle (£59.99), KPop Demon Hunters singing dolls (£34.99), the Gui Gui Mega Slime Haul (£29.99) and collectibles such as NeeDoh and the Clickeez Bubble Pops Keyboard. Pokémon marks 30 years with a special trading card set.

What it means for Birmingham

Strong toy sales are good news for the city's shops, from the Bullring and Grand Central to independent toy and games shops in the suburbs, as well as for the jobs they support over the busy Christmas period. The caveat is that many families are still stretched, and not every household will share in the bumper festive season. For those who can, appeals such as Brumwish give shoppers a way to buy an extra gift for a Birmingham child who might otherwise go without.