Press Releases

25th January 2006

The year in toys 2005

Figures announced today by NPD group on behalf of the British Toy & Hobby Association, at this year’s Toy Fair, show that in 2005 the UK toy market held up well in difficult trading conditions, achieving the same value and volume of sales as 2004¹ . It is now estimated to be worth £2.1 billion 2. December’s results were shown to be 7% up on last year, despite reports that sales were slow in the run up to Christmas and especially in November. In fact consumers rushed into shops in the last two weeks before Christmas generating increases respectively of 11% and 19% over the same weeks the year before, accounting for 12% of annual sales. This is a reflection of the fact that in the UK, as in other large European countries, consumers are shopping later and later.

2005 was an excellent year for innovation with 300 out of the top 500 best selling toys (in value) in 2005 being new toys³. To cope with a demanding market, there is a constant need for manufacturers and retailers to create exciting innovations both in brand new toys and in updating classics to reflect the changing environment and interests of consumers. It is interesting to note that for the second year running, Interactive/Robotic pets was the fastest growing category in the toy market in 2005.In 1995 this category didn’t even exist. Looking back over ten years it is clear that the best-selling toys in each of those years change in the category they represent on a regular basis. Over the past decade some of the UK’s favourite toys have evolved to appeal across other categories. The toy market has kept pace with the changing demands of consumers in creating a continuing array of fresh products.

Successful toys are always very difficult to predict. 2006 will be no exception here, as visitors to the Toy Fair will gauge from the vast range of new products available from arts and crafts through to voice changing masks. Over the past ten years successful toys and games for adults and children have had their roots in, for example, playground crazes, captivating new design concepts, television game show or newspaper quizzes or inventive uses of new technology and materials.

Clive Jones, Chairman of the British Toy & Hobby Association (organisers of Toy Fair), commented, ‘The toy and games industry in the UK continues to innovate, to bring the best and brightest ideas to UK consumers. Looking around the Toy Fair today one sees a creative and exciting blend of famous names and brand new companies showcasing a huge range of playthings for young and old. Play is one of those rare things that is not only enjoyable but is also good for us all’.

Toy Facts 2005:

-Ends-


Notes to editors:
Toy Fair is a trade only show taking place at ExCeL in London’s Docklands from 25th January – 28th 2005, and provides a platform for the industry to reveal the latest toys, gifts and games to the national and international buyers and media.

The British Toy & Hobby Association (BTHA) is the owner and organiser of the annual Toy Fair in London. The BTHA is the U.K trade association representing manufacturers, distributors and suppliers. Founded in 1944 its members account for 95% of toys sold in the U.K.

NPD is a syndicated market research group that provides market data for the European Toy Industry. Contact 01932 355 580 www.npd.com – stand GH41

References:
1 NPD EPoS Retail Tracking Service 2005
2 NPD Consumer Panel Jan-Sept 2005
3 NPD data

To arrange an interview or for further information contact the Toy Fair press office
T: 020 7255 1100 or from 25 - 28 January call 020 7069 6200
E: heather.battams@uk.grayling.com or Debbie.white@uk.grayling.com



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