Xmas arrives early – Shopping report is out.

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The UK toy industry isn’t suffering any symptoms, early data show that November shows an 11% rise in sales year-on-year. Throughout the year we’ve seen spikes in outdoor toys, rises in board game sales, craft and construction kits doing really rather well, oh, and Toyology HQ has an epic Gravitrax build alongside a LEGO ECTO-1.

The top 10 selling toys in the UK in November 2020 by value are:

  • Barbie Dreamhouse (Mattel) £233
  • O.L. Surprise! O.M.G. Remix Doll (MGA Entertainment) £39
  • Harry Potter Advent Calendar (The Lego Group) £21
  • Hatchimals Pixies Crystal Flyers Magical Flying Pixie (Spin Master) £32
  • Kidizoom Duo Digital Camera (VTech) £42
  • O.L. Surprise! O.M.G. Doll (MGA Entertainment) £32
  • Harry Potter Hedwig (The Lego Group) £31
  • Super Mario Brothers Adventures Starter Course (The Lego Group) £42
  • Present Pets Fancy Pup Surprise (Spin Master) £53
  • Kidizoom Smart Watch DX2 (VTech) £39


(Source: The NPD Group / Retail Tracking Service)

A significant 31% of toy sales are made by Santa, that’s about a billion quid.  The lady with all the data Frédérique Tutt, global toy market expert for The NPD Group expects three categories to dominate sales: “Games & Puzzles are seeing a strong year, with sales up 31% YTD and family favourites Monopoly, Uno and Dobble selling well. Building Sets have also enjoyed strong growth among kids and ‘kidults’, posting a 25% increase YTD. The Harry Potter and Super Mario ranges from Lego will likely be big hits this Christmas. Finally, Fashion Dolls are enjoying a comeback – expect to see Barbie & L.O.L. Surprise! under the Christmas tree.”

About Peter Jenkinson

Toyologist Pete Jenkinson regularly writes about toys in national newspapers like The Sun and The Mail. This super-dad has an unmatched passion and dedication for trying and testing the latest, coolest and most interesting offerings from the world of toys.

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