mattels barbie dreamhouse

UK toy sales up 11% ahead of Christmas

UK consumers have spent more on toys and bought gifts earlier compared to last year, with Mattel, LEGO and MGA behind the top-selling toys in November.
December 14, 2020

Consumers in the UK shopped earlier and spent more money on toys than usual, according to new data from market research firm NPD Group.

Toy sales for the full fiscal year in the UK were up 8% compared to the year before, with November posting an 11% hike driven by earlier shopping patterns. This growth is positive for the toy industry, given that the holiday season traditionally accounts for 31% of its annual sales and US$1.3 billion in revenue, according to NPD.

These surges could help offset what has been a rough year overall for the global toy industry, which was bombarded by major shipping delays, concerns around capacity and reduced spending as a result of the pandemic.

The three top-selling toys in the UK for November are: Mattel’s Barbie Dreamhouse (pictured), MGA Entertainment’s L.O.L Surprise! O.M.G. Remix Doll, and The LEGO Group’s Harry Potter Advent Calendar. And the top-10 list also includes Harry Potter and Super Marios Brothers LEGO sets, Hatchimals and Present Pets Fancy Pup Surprise from Spin Master, and Vtech’s Kidizoom Smart Watch and Kidizoom Duo Digital Camera.

Heading into Christmas, the games and puzzles category (which is up 31% compared to last year), building sets that families can play with together and fashion dolls are expected to draw in big sales this year, NPD predicts.


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