In 2024 the UK toy market declined in value by 3.7% — but the LEGO Group’s sales increased, with Icons and Botanicals performing particularly well.
UK Toy Fair is taking place this week at the Olympia in London. There, the British Toy & Hobby Association has reported a 3.7% decline in toy sales during 2024, down to £3.4 billion. Sales were strong in the week leading up to Christmas, as many shoppers seemed to leave their toy buying until the very last minute.
Amidst the difficult circumstances, the Building Sets Super Category sales increased by 6%, driven by the LEGO Group’s success with themes including Icons and (now a separate theme) Botanicals.
Lilo and Stitch was one of the top performing licenses in 2024 – and the LEGO Group had the best-selling Lilo and Stitch toy of all. 43249 Stitch outperformed the many other products that were inspired by the character in 2024. The LEGO Group is following up with 43268 Lilo and Stitch Beach House this year.
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“These latest figures have undoubtedly been shaped by the current unsettled economic landscape which is impacting people’s spending across a wide range of consumer goods, including toys,” said BTHA Head of Public Affairs at the BTHA Kerri Atherton. “However, it is promising to see there are pockets of increased spend across the UK toy sector, which has been fuelled by Building Sets and people’s continued interest in and love for the LEGO Group, Squishmallows and, of course, the boom in the Licensed Toys category.
“Casting our minds forward, we look forward to seeing what the next 12 months have in store as the established brands continue to reinforce their presence and new and emerging products enter the UK toy market. The toy industry is working hard to provide value for money on toys that excite and delight consumers throughout the year, as well as the bigger ticket items around birthdays and Christmas.”
Three new LEGO sets were named ‘hero toys’ for 2025 – City 60462 Helicopter, Fire Truck & Submarine Remix, Super Mario 72034 Baby Mario vs. Baby Luigi and Botanicals 10342 Pretty Pink Flower Bouquet.
