UK toy sales drop 1% | Key4Communications |

Toy sales fell 1% in the UK throughout 2013 down to a turnover of £2.9 billion, according to The NPD Group. The cause: pocket money toys, under £5, that recorded 12% less revenue compare to 2012. In fact, the British toy market depends heavily on impulse purchases, and 45% of all units sold are in this price range.

Frédérique Tutt, global toy industry analyst, said “Last year the industry was unable to keep the momentum and lost out on pocket money sales. So whilst higher value toys performed well, it wasn’t enough to compensate for the high volume/low value items. The good news is that as the economy improves, the UK toys market is well positioned for a rapid recovery. As it is less reliant on toy sales tied to special occasions, it reacts well when a new toy fad comes along – for instance, a strong movie license or collectibles. As people feel more confident about the economy, they’ll go back to adding these lower priced toys to their weekly supermarket shop, or they’ll pay more visits to their local toy specialist.”

Fewer units but more expensive toys
According to NPD data, the number of units sold totalled 364m in 2013, a decline of 5%. Average prices, meanwhile, increased from £7.52 in 2012 to £7.92 in 2013.

The bright spots in 2013 were toys in the youth electronics and games & puzzles categories. Furby experienced a 66% increase in sales compared to 2012, and was the best-selling toy for the year. Other strong performers include Barbie, Lego Friends, and Monster High, as well as Playmobil and Ninja Turtles. For pre-schoolers, the top seller brands were Peppa Pig, Mickey & Friends, Little Tikes and new entry Doc McStuffins.

NPD also highlighted the absence of a strong TV or movies license, and the increasing weight of internet licenses such as Moshi Monsters or Angry Birds. In 2013, the absence of a strong blockbuster movie and the lack of leading new entertainment properties lead to lower sales compared to 2012.

Top 10 selling toys (£)
1. Furby Boom, Hasbro
2. LeapPad Explorer Tablet, Leapfrog
3. Innotab, VTech
4. Minifiguras, LEGO
5. Teksta Robotic Puppy, Character Options
6. Moshi Monsters Moshling Blister Packs, Vivid
7. Leapster Explorer Games, LeapFrog
8. TMNT Basic Figures, Flair
9. Innotab Software, VTech
10. First Steps Babywalker, VTech