Key Note estimates that between 2011 and 2015, the total value of the UK market for traditional toys and games grew by 8.6%. Over this 5-year review period, growth was weakest in 2012, before witnessing growth in each of the following review years. Alongside a steadily improving economic climate, the rising annual growth witnessed in the market is also attributable to the growing child population in the UK.
Over the past few years, figures sourced from National Statistics show that the population of children in the UK aged 14 and under (those to which traditional toys and games are most commonly marketed) grew at a relatively steady year-on-year annualised paced between 2010 and 2014, rising by 4% overall and reaching a projected figure of 11.5 million at the end of the 5-year period.
In terms of age bracket, the group which saw the greatest overall increase between 2010 and 2014 was the 5 and 9 year-old age band, with numbers rising by 11% over the 5-year period. This was followed by those aged between 1 and 4 years old, with growth of recorded 5.5% between 2010 and 2014. As such, toys and games that are targeted towards younger children and toddlers are expected to have fared better over the period than those in the older age groups, with the number of children aged between 10 and 14 in the UK actually dropping from 3.7 million in 2010 to 3.5 million in 2014, representing a decline of 5%.
Looking forward, Key Note forecasts that the value of the UK toys and games market will grow at an average annual pace of around 4.2% between 2016 and 2020.
In addition to the aforementioned, this Key Note Market Report also includes an overall look at the state of the UK market for toys and games, including an exploration of the market size, the industry background, current and future trends and key players in the market. The report also includes a political, economic, social, technological, environmental and legislative (PESTEL) analysis of the sector, alongside a strengths, weaknesses, opportunities and threats (SWOT) evaluation.
By Tom Ikonen
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Notes to editors:
Key Note’s 2016 Market Report, Toys & Games analyses the market for toys and games in the UK.
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