Annual figures released by the British Toy & Hobby Association (BTHA) and Circana, have revealed that toys under £15 continue to rise in popularity in today’s challenging economic climate.
Officially unveiled at Toy Fair at Olympia London, the latest statistics show that 47% of the UK toy market in 2024 was dominated by sales under £15, which equated to 80% units overall. Meanwhile, Pocket Money toys costing less than £10 took up 28% of market share. These are predominantly made up of classic lines like Paw Patrol Vehicles and Pup from Spin Master Toys, Dobble from Asmodee, and Sea Monkeys from Bandai.
The increasing popularity of Collectibles was important for driving sales of Pocket Money toys throughout the year, with the overall Collectibles sector generating 1 in 5 toy sales last year, with an average price of £7.59. Some of the key Collectible manufacturers seen at Toy Fair 2025 include: Spin Master Toys, The LEGO® Group, Jazwares, Character Options and Ravensburger.
While they may be small, the performance of Micro Collectibles (toys under two inches, such as Funko Bitty Pops and LEGO Mini figures) made a mighty impact – up 7% in value and 18% in units. Other areas of growth in the Collectibles category included strategic trading cards, interactive Collectibles, and stickers such as Disney Lorcana trading cards and Topps football cards.
Commenting on the key report findings and insights, Kerri Atherton, Head of Public Affairs at the BTHA, said: “With consumers still being budget-conscious, the latest statistics show there is high demand for a wide range of smaller, more affordable options on the market.
“We look forward to seeing how Collectibles perform this year, particularly the rise of Micro Collectibles, as we have seen a lot of excitement for these tiny toys that offer a significant cute factor minus the hefty price tag.”
Melissa Symonds, Executive Director UK Toys at Circana added: “Collectibles continue to evolve into different categories, areas and sizes such as Micro Collectibles. Over the past year, these segments have outperformed the market, and we anticipate this trend of innovation to accelerate even further.”
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Notes to Editors
Source: Circana / Retail Tracking Service / U.K. / Full Year YTD December 2024
About Toy Fair
Toy Fair is the UK’s largest dedicated toy, game and hobby trade exhibition taking place at Olympia London. The event takes place over three days at the end of January each year and plays host to hundreds of exhibitors, from startups to some of the biggest toy companies, launching thousands of new toy lines. Toy Fair 2025 takes place from Tuesday 21st – Thursday 23rd January. Press day is Tuesday 21st January. Opening times are 09:00-18:00 Tuesday 21st and Wednesday 22nd, and 09:00-16:30 Thursday 23rd January.
About the BTHA
The British Toy & Hobby Association was established in 1944 to represent the interests of British toy manufacturers and to raise standards of practice in the industry. Today it has more than 150 members ranging from international toy giants to small family-run businesses that together account for more than 80% of the UK toy market. Membership of the British Toy & Hobby Association shows the member’s commitment to adhere to the BTHA Code of Practice under the umbrella of the Lion Mark which includes rules covering ethical and safe manufacture of toys, toy safety, a ban on counterfeit goods, an assurance to market responsibly, a commitment to improving sustainability and a desire to promote the value of all play through support of the Make Time 2 Play campaign. Our members are manufacturers committed to making good quality toys in a responsible way. The BTHA also administers the Toy Trust – the industry’s charity.
About Circana
Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at www.circana.com.
