The European big kids toy market is huge! Expensive toys are more popular

Relevant data show that the situation in the UK's toy consumption market this year is different from previous years. Last year, the toy consumption market surged compared to before the epidemic, but since November this year , UK toy sales have fallen by 4.7% year-on-year.

Although sales fell during the same period, they increased by 3.9% year-on-year compared to 2019 before the epidemic . Therefore, the level of toy consumption in the UK this year has basically returned to the normal growth level before the epidemic.

Last year, the outbreak of the epidemic directly affected people’s shopping habits, and more consumers switched from buying toys offline to online.

Especially during the Christmas period, British consumers have clear goals when buying toys online, and they go straight for specific, higher-priced toys. Therefore, in the fourth quarter of 2020, online toy sales accounted for 58%, an increase of 10% over the same period in 2019 .

Although some toy categories and sales data this year have declined compared to last year, compared with 2019 before the epidemic , sales of building blocks, board games, puzzles and other toys have increased by 25%, 15% and 24% respectively. In particular, high-priced toys have shown a strong growth momentum.

This year's sales data for the UK's "Black Friday" showed that toy sales increased by 4% year-on-year. Among the top 10 best-selling toys, 6 had a unit price of more than 50 pounds, equivalent to about 420 yuan.

Moreover, the toy sales trend in the UK this year shows that the demand for building blocks and collectible toys among adults has also increased. This is partly due to the impact of the epidemic. In addition, adults have a certain income, so adults have also become an important consumer group in the UK toy market. It is understood that British adult consumers spend nearly 1 billion pounds on toys each year !

It can also be seen from the situation of domestic people buying toys such as puzzles and puzzle models that adults' interest in puzzles and board games is constantly increasing.

Moreover, the outbreak of the epidemic has led to a reduction in offline social activities such as movies and concerts, giving people more time to be alone or with their families, and people are more willing to increase intimate interactions with their families during this time.

Although the supply of toys in Europe during the peak season is very tight due to the epidemic and supply chain issues this year, it has not affected people's consumer interest in buying toys. It is understood that many British consumers are still looking forward to a price reduction for toys at the end of the year.

European Toy Market