Toys are available throughout a broad range of shops as well as online. So consumers today have more choice than ever before about how, where and when to buy toys. This is a highly competitive marketplace and retailers employ all the usual promotional tactics to encourage people to buy. Demand is highly seasonal and bestsellers come and go at a breath-taking pace. So retailers need to refresh their ranges regularly and be fleet-footed to keep up with demand.
There is no doubt that shopping online for toys has become very popular. There are plenty of reasons why, including the convenience of being able to shop from home and the promise of competitive prices. But, in this market, escaping the pressures of pester power from children in the shops plays a role in shaping shopping patterns.
This report examines the winners and losers in the UK toy retail sector. It looks at consumer shopping patterns and examines attitudes towards shopping for toys.
Definitions
This report defines toys and games as specifically children’s toys that are supplied by specialist companies and sold through independent or multiple toyshops, toy departments in department/variety stores, grocery multiples and catalogue showrooms.
In such a diverse market, there is inevitably some blurring of the definition in some categories such as in the arts and crafts sector, for example. In this instance, general stationery and artists’ materials are excluded, and only colouring sets and painting materials solely aimed at children are included. We exclude Christmas decorations, fireworks and party stationery. In our space audits we have included merchandise such as nursery goods, which do not fall within the market for toys and games, but which are a major product line for some companies. For details on the nursery market see Mintel’s Nursery and Baby Equipment – UK – February 2014.
Video games and consoles, laptops and tablet computers are also excluded from this report but children’s electronic toys such as VTech toys are included. For details on the market for video games and consoles see Video Games and Consoles – UK – September 2013.
The market for toys includes bicycles for children. There is more information on the market for bicycles in Bicycles – UK – February 2013.
Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.
Value figures throughout this report are at retail selling prices unless otherwise stated. Market sizes at 2013 prices are calculated using Mintel’s Household Goods deflator.
