“Pocket money” toys that actually fit in your pocket have become increasingly popular in the struggling sector as parents seek out cheaper playsets and “kidults” collect mini-figurines based on films and TV shows.
In 2024 UK toy sales declined 3.7% to £3.4bn, according to an annual industry report by the market research company Circana. Despite a gloomy headline picture described as “resilient”, there were bright spots as toy collecting took off among Britons of all ages.
