Upcoming Trade Shows in UK for Toys

The toys industry in the United Kingdom might hit a new high with revenues projected to reach $5 billion in 2024. Despite global comparisons showcasing the dominance of the United States in this sector, the UK’s per capita revenue stands strong at an estimated $79.45 in 2024, reflecting a robust market demand. One notable trend shaping the UK toy industry is the demand for educational toys and games. Parents and caregivers are increasingly prioritizing learning and development, which has galvanized manufacturers to develop and launch new educational toys. This trend is a symptom of the broader societal emphasis on holistic child development. Perhaps the most significant moment for the UK toys and games market was 2020, which could be best summarized as an all-time high in terms of revenue and investments. However, subsequent market conditions have been challenging, primarily due to the cost-of-living crisis, dampening discretionary spending on non-essential items, including toys and games. Despite this, millennial and Gen Z consumers continue to drive demand, drawn to nostalgic brands like Furby and Barbie movie collectibles reintroduced by industry giants such as Hasbro and Mattel. In relation to this, cinematic and streaming releases play a pivotal role in driving toy sales with franchises like Star Wars and the Marvel Cinematic Universe driving demand for licensed toy ranges among both adults and children. The emergence of 'kidults', adults interested in children's entertainment forms, presents a growing market segment for retailers. Collectible toys, particularly those integrated into larger fictional worlds, are particularly popular among this demographic, necessitating retailers to leverage social media and content creation to appeal to consumers above the age of 16. In response to evolving consumer preferences, retailers are enhancing in-store experiences to attract customers across generations. LEGO, for example, utilizes vibrant displays, Pick & Build walls, and interactive experiences to engage customers of all ages.