Nearly half of toys sold under £15 as parents cut costs

Published On Jan 21, 2025, 8:47 AM

In the UK, nearly 50% of toys sold last year were priced under £15, indicating that parents are cutting back on spending amid rising living costs. Overall toy sales have decreased by 3.7% compared to the previous year. The popularity of low-cost toys, such as Squishmallows, and the trend of adults purchasing toys for themselves, especially collectibles, are influencing this market shift. Despite the decline in sales, there are hopes for a rebound through innovative products at the upcoming Toy Fair in London.

Stock Forecasts

HAS

Positive

Given the ongoing economic pressures leading consumers to shift towards lower-cost products, toy manufacturers and retailers focusing on affordable, collectible items could see better performance. Companies perceived positively may be those with strong offerings in the collectible space, such as Hasbro or Funko, which have successfully captured adult markets alongside children's toys.

MAT

Negative

Retailers like Mattel may experience further strain as parent spending remains cautious and market shifts towards lower-priced options. If larger toys or more expensive lines continue to struggle, the overall stock performance could reflect these challenges.

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