2014 records best performance for four years for the British toy market, NPD Group reports



On the first morning of the Toy Fair in London, the British Toy and Hobby Association (BTHA), in partnership with the NPD Group, has announced that the British toy market has increased by 4.4% in 2014, its best result since 2010 (+8%), to reach £3bn at retail or an increase of £130m. According to the global information provider, The NPD Group, 2014 was boosted by a comeback of collectible brands where unit sales rose by over 12% to 416m toys, as sales under £5 increased by 9%. This comes after a flat performance was recorded for 2013.

“This is a tremendous result for the British toy industry during a year of challenging trading conditions. The industry continually evolves to remain relevant to the demands from children and their families and this innovation combined with many consumers desire to prioritise their children’s playtime has undoubtedly had a positive effect on the year,” commented Roland Earl, director general of the BTHA.

For the first time ever, toy sales during Black Friday week increased by 10% and exceeded those of the week prior to Christmas, traditionally the largest selling week in the toy market. The Christmas season was strong and saw a new pattern unfold as consumers took advantage of the increasing momentum around Black Friday.

“In 2014, sales of newly launched products increased by 16% compared to 2013’s range of new toys.  These accounted for 37% of annual sales. Each year, tens of thousands of new toys are launched at Toy Fair, and those are usually in high demand in the UK for consumers who want to make sure they put the best new toys under the Christmas tree for their little ones,” said Frederique Tutt, toys global industry analyst for The NPD Group.

Top 10 best-selling new toys, 2014 – £ Sterling Sales – Great Britain

Item manufacturer
2014 Fifa World Cup Brazil Official Album Stickers Panini
STAR WARS Great Vehicles 2014 LEGO Group
Frozen Snow Glow Elsa JAKKS Pacific (Corp)
Mini Figures The Simpsons Series LEGO Group
STAR WARS MF set 2014 LEGO Group
Disney Frozen Ice Skating Assortment Mattel (Corp)
Transformers Age Of Extinction Flip N Change Asst Hasbro (Corp)
Cra-Z-Loom Bracelet Maker Character Options
Kidizoom Smart Watch Vtech (Corp)
STAR WARS Great Vehicles 2014 PP1 LEGO Group