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The UK toys and games market has seen significant growth in recent years, driven by a mix of factors, including parents seeking educational and bonding experiences through play. Alongside this, the pandemic has intensified the demand for screen-free, home-based entertainment. As the market surges, e-commerce brands eyeing the UK must grasp the latest trends and consumer preferences to thrive. This guide dives into the latest toys and games trends, key market insights, and winning fulfillment strategies to meet customer expectations even during peaks of seasonal demand.
Market Growth and the Importance of the Peak Season
The UK toy and games e-commerce sector is forecasted to reach $5.4 billion by 2024, fueled by changes in consumer behavior and technological advancements. In 2021, the industry saw record-breaking activity, and by 2022, an estimated 30-35 million people purchased toys on Amazon UK. During the same year, the board games market alone generated $107.70 million in revenue.
A significant portion of these sales occurs during the peak season, from late October to December, with Christmas accounting for 50% of annual sales, making this period critical for the industry. To succeed during this time, having a robust fulfillment system is crucial for meeting high demand, ensuring timely delivery, and managing inventory effectively. However, before exploring fulfillment strategies in detail, it's important to examine other key aspects of the toys and games sector.
Trends Shaping the Games and Toys Market in the UK
When shopping for toys and board games online, UK consumers focus on several essential factors to ensure a great buying experience. They look for products that not only meet high standards of quality and safety but also provide educational and entertainment value.
Expanding your online shop into the UK market presents a fantastic opportunity. With strong consumer interest, robust e-commerce growth, and the potential for effective marketing strategies, entering this market can significantly boost your business. Here, we highlight the key factors British consumers consider when purchasing toys and board games.
Sustainability
There is a growing emphasis on using sustainable and eco-friendly materials in game and toy production, with 21% of consumers willing to pay more for such products. This shift is driven by consumers becoming increasingly aware of the environmental impact of their purchases, leading to higher demand for products made from recycled or responsibly sourced materials with nearly eight out of ten consumers preferring eco-friendly packaging materials.
Online companies are adopting ethical practices, including fair labor conditions and sustainable sourcing, to appeal to environmentally and socially conscious consumers.
Inclusivity and Diversity
Did you know that in the UK, there are approximately 10.7 million migrants? This diversity is reflected across various aspects of the country, including board games and toys. There is a growing interest in the sector that showcases diverse cultures and experiences.
Games with cultural themes and inclusive narratives are becoming increasingly popular, offering players a wider range of perspectives. The influence of international game designs and trends is also broadening the selection of options available to consumers, introducing new styles and mechanics from around the world.
Educational Games
Puzzles and certain board games are increasingly valued for their mental health benefits, such as stress relief, cognitive stimulation, and problem-solving. In the UK, games and toys that foster cognitive development, creativity, and an interest in science, technology, engineering, and math (STEM) are highly sought after by parents and educators.
Social Interaction
Hosting regular game nights has gained popularity as people look for social connections and interactive entertainment. Board games and puzzles offer a tangible alternative to digital pastimes, fostering face-to-face interaction.
In the UK, board games have become embedded in certain traditions, with 57% of British families considering them a key part of their Christmas celebrations. Consequently, many family games emphasize inclusivity and multi-generational play. These games are designed to be engaging and accessible for players of all ages.
Subscription Boxes
Subscription boxes are becoming popular among parents, the main reason is because they offer a compelling way to engage with curated, personalized selections delivered regularly, enhancing convenience and excitement while building brand loyalty and providing a steady revenue stream.
This strategic approach offers the potential to drive sales and gives your online business opportunities to stand out through creative product bundling and recurring subscription services.
What Are The Most Popular Toys and Board Games in the United Kingdom?
Below is a list of some of the leading categories within this sector:
Puzzles, Board Games, Card Games
This category is driven by the broad appeal of these games, which attract a diverse audience that includes families, casual gamers and dedicated enthusiasts. The versatility of these products has been key to maintaining their popularity among different groups.
Puzzle Market
The puzzle market, encompassing jigsaw puzzles, logic puzzles, and brain teasers, is projected to reach $147.2 million by 2028. One reason for this popularity is attributed to the pandemic. During this period, the demand for puzzles increased as people sought indoor activities that offered relaxation and mental stimulation. This trend has continued, with 63% of UK adults now engaging in puzzles at least once a week.
Despite the availability of digital alternatives, 34% of UK consumers prefer to engage with puzzles in a physical format. This preference underscores the tactile satisfaction and screen-free nature of traditional puzzles. Within this sector, logic puzzles such as Sudoku, crossword puzzles, brain teasers, and Rubik's Cubes are popular. These puzzles appeal to a broad audience, offering cognitive challenges and mental exercises.
Board Games
The board game's growth is projected to reach $307.30 million by 2029 and is fueled by the enjoyment of social interaction and the appeal of strategic and cooperative gameplay. The trend towards "game nights" and the increasing interest in strategy games have further boosted the market.
Card Games and Drinking Games
Card games have a deep-rooted tradition in the UK, blending strategy, skill, and entertainment. In fact, one in five people in the UK lists card games as one of their favorite hobbies. While classic card games continue to be popular, the digital transformation is reshaping the market. Many traditional card games are now available in digital formats, and some innovative companies are offering hybrid versions that merge physical cards with digital elements. This trend highlights the increasing interest in fresh and engaging ways to enjoy card games. Given its appeal in social settings, family gatherings, and parties, the UK card games market is poised for significant growth, with projections estimating it to reach $606.30 million by 2029. For online retailers, this represents a promising opportunity to tap into a dynamic and expanding market.
Drinking games, of course, are intended for adults and offer a blend of fun and social interaction, making them a popular choice for various occasions. For online shops looking to enter the UK market, these games can be effectively marketed alongside related products like party supplies, drinkware, and novelty items. By offering bundles or themed packages, you can boost the average order value and improve the overall customer experience.
Kidult Toys: For Ages 0 to 100 Years
The term "kidult" gained popularity during the COVID-19 pandemic, driven in part by social media. This demographic now accounts for over 25% of total toy and game sales in the UK, representing a substantial segment of the market. The "kidult" market includes a broad range of products, such as STEM toys, which have also attracted adults with an interest in technology and science. The purchasing power of this demographic significantly boosts the industry's overall revenue.
Toddlers and teenagers also play a significant role in the toy market, in 2021 this segment was the most lucrative in the UK toy industry, generating over 1.4 billion British pounds in revenue. The toy industry primarily serves children aged 0-14, with parents as the main purchasers whose preferences greatly influence toy buying decisions.
Fulfillment is Game-Changing: Here’s How byrd Can Help You
Fulfilling toys and games in the e-commerce sector demands careful attention to packaging, shipping, and inventory management. Brand reputation and customer reviews are also vital, as a poor delivery experience or damaged products can negatively impact your sales.
At byrd, we recognize the importance of seamless fulfillment in meeting these market demands. Our services are designed and tailored to your e-commerce operations and successfully fulfill your toys and games products.
If you’re considering entering or expanding the UK market and want to meet your customers' needs, here are five ways byrd can assist you with your fulfillment process.
UK Warehouse:
- Store your products close to your customers in our strategically located UK warehouse for faster delivery and reduced shipping costs. Ideal for meeting the high expectations of UK consumers, particularly during peak seasons like Christmas.
Cross-Border Services Across Europe:
- Seamlessly expand your reach with our cross-border logistics network, allowing you to efficiently ship products to neighboring European countries. We operate a network of fulfillment centers strategically located across Europe, including countries like Germany, Spain, Italy, France, and Austria.
Selling across Europe involves dealing with various tax regulations, import/export rules, and other legal requirements. byrd helps you navigate these complexities by ensuring your operations are compliant with European standards, including handling VAT registration and customs documentation
Advanced Inventory Management:
- Maintain accurate stock levels to prevent stockouts or overstocking, crucial for high-demand items and limited-edition products. Our system ensures timely restocking and optimal inventory levels to keep your operations running smoothly.
Reliable Packaging and Shipping:
- Take advantage of our protective packaging expertise to ensure your toys and games arrive in perfect condition. byrd works with trusted UK couriers to offer fast and reliable shipping services. We can also fulfill your orders using your choice of packaging materials and offer eco-friendly options.
Efficient Returns and Customer Service:
- Simplify the returns process with a user-friendly system, enhancing customer satisfaction and loyalty. Our support team is available to help manage returns and customer inquiries, ensuring a positive shopping experience.