Sales of “pocket money” toys under £10 boomed last year, as cost-conscious parents and adult collectors turned to cheaper playsets and mini-figurines to weather tough economic conditions.
According to new data from market research firm Circana, UK toy sales slipped 3.7 per cent to £3.4 billion in 2024, yet lower-priced items performed robustly, with 80 per cent of all toys sold costing under £15 and almost 30 per cent under £10.
The bestselling toy for a second year in a row was the Squishmallows plush range, typically priced below £9, illustrating how affordability has helped propel certain brands. Melissa Symonds, executive director for UK toys at Circana, says families have scaled back impulse purchases after years of rising living costs, boosting demand for “cuddly toys and collectibles” over costlier options.
Crucially, an expanding group of older toy enthusiasts—known as ‘kidults’, aged 12 and over—now accounts for nearly 30 per cent of UK toy sales. Their willingness to spend on pricier building sets, especially Lego’s advanced or licensed ranges, has helped offset some revenue declines. Sales of building sets rose by 6 per cent, aided by Lego’s Botanics range of floral-themed sets, which appeal to a growing adult demographic.
Across the board, demand for collectible toys continues unabated. One in five toys sold in 2024 was a collectible, with average prices at £7.59. Brands like Funko Pop! and Sylvanian Families have capitalised on Britons’ love of assembling entire sets, while licensed lines from hit films and TV series—such as Despicable Me and Bluey—are also on the rise.
Kerri Atherton, the head of public affairs at the British Toy & Hobby Association, highlights the surge in “micro collectibles”—toys under 5cm tall—driven by the popularity of Lego minifigures and Funko’s Bitty Pop! range. “We’ve seen plenty of excitement around these tiny toys that deliver both a high ‘cute factor’ and a low price tag,” she said, noting an 18 per cent rise in micro-collectible sales.
Despite a flurry of late-December sales, the UK toy market posted its fourth consecutive annual decline, reflecting a wider slump in retail sales volumes. Official data from the Office for National Statistics showed a 0.3 per cent month-on-month fall in December, a key shopping period.
“These figures have undoubtedly been shaped by the unsettled economic climate,” Atherton said, emphasising that inflationary pressures and cost-of-living challenges have rippled through discretionary categories such as toys. Nevertheless, robust performance in budget and collectible segments suggests that when it comes to playtime, British shoppers are simply scaling down rather than opting out.
