Despite overall UK toy sales declining by 3.7% to £3.4 billion in 2024, sales of lower-cost toys have surged, showing a strong consumer shift towards affordability. Toys priced under £10 made up almost 30% of sales, and collectibles represented one in five sales. The rise of 'kidults' has also significantly impacted the market, demonstrating that older enthusiasts are willing to invest in certain higher-priced collectible building sets, contributing to a 6% rise in building set sales. The trend indicates a response to economic pressures from families and adults alike.
Sales of building sets rose by 6 per cent, aided by Lego's Botanics range of floral-themed sets, which appeal to a growing adult demographic.
Families have scaled back impulse purchases after years of rising living costs, boosting demand for cuddly toys and collectibles over costlier options.
One in five toys sold in 2024 was a collectible, with average prices at £7.59.
An expanding group of older toy enthusiasts-known as 'kidults', aged 12 and over-now accounts for nearly 30 per cent of UK toy sales.
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