Sales of toy-filled advent calendars are up 5% on 2018 based on sales to 23rd November, that a £16 million per annum market in the UK. A new toy every day in an advent calendar rather than a choccy is something we love, and the choice is bigger than ever before, last count there were 15 Harry Potter ones. Licences includie Star Wars, Harry Potter, L.O.L. Surprise!, Marvel and Playmobil. We’re pretty pleased for this early boost in what they call the ‘golden quarter’ of the year. In the latest top 10 to be released, The LEGO Group’s ranks four different versions amongst top 10 toy-based advent calendars ….
Frederique Tutt, Global Industry Analyst, Toys, NPD, explains the growing popularity of toy-filled advent calendars in the UK: “Already established in France and Germany, the toy-based advent calendar trend has been a little slower to take off in the UK, but it’s now gathered momentum and shows no signs of abating. One of the reasons sales are strong is that it’s not just children that are excited to open toy-filled advent calendars from 1st to 24th December. Our research suggests that the ‘kidult’ population is helping to drive sales, with older children, teenagers, young adults and toy collectors treating themselves to a Harry Potter, Star Wars, Marvel or Fortnite toy-based advent calendar. With average prices in the top 10 current best-sellers ranging from £15.07 for a Playmobil calendar to £29.34 for the Funko Pop! Harry Potter for 24 toys, this growing sector is providing a welcome revenue lift to the UK toy sector at a critical time of year.”