Licensed toys grow for the fourth consecutive year in 2022

Figures revealed by The NPD Group at London’s Toy Fair this morning (24 January) show that licensed toys grew for the fourth consecutive year in 2022 – up by 5.5% – and now account for 31% of the market, the highest ever share.

2022 saw the top toy properties going to the classics Star Wars, Marvel Universe and Barbie, while the fastest growing went to Squishmallows and Jurassic World.

NPD also said that 2023 is set to be “a strong licensing year”.

“New licensed properties like Gabby’s Dollhouse and classics like Star Wars drove major sales throughout 2022,” commented Melissa Symonds, executive director, UK toys at The NPD Group. “With Disney celebrating their 100th anniversary and movie releases such as Barbie, Transformers and Super Mario, 2023 looks set to be another good year for licensed toys, an instrumental part of the UK toy industry.”

Overall, the challenging economic backdrop in 2022 saw UK toy sales decline 3% to £3.6 billion. It was also the traditional toy categories which helped to drive sales – plush, building sets, action figures and vehicles, with all four categories seeing positive growth during the year.

The best performing category of 2022, plush was up a significant 29% YOY.

The average selling price of a toy now stands at £10.54, while specialist toy and game retailers drove sales up in Q4. This is despite Christmas shoppers leaving present buying until the last minute in 2022, with week 51 up 15% on the previous year.

Kerri Atherton, head of public affairs at the BTHA, commented: “The UK toy industry has continued to deliver toys and games for consumers at affordable prices during 2022 among high levels of inflation, and a cost of living crisis.

“Last year, new product innovations were vital to driving sales in the UK toy industry which led to growth in the plush toy category. With a strong line-up of new releases for 2023, the UK toy industry has signs to be optimistic about the year ahead.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
B&LLAs2025500x500
 
The event will take place on Thursday 24 April at the Royal Lancaster London, where the assembled audience of retailers, licensees, brand owners and industry executives will celebrate the achievements of the 219 finalists across 22 categories, as well as witnessing the crowning of this year's Brand Ambassador....
BeanstalkJuliusK9500x500
 
Beanstalk will look to leverage JULIUS-K9's strong brand equity to extend its offering into key categories across the UK and Europe including pet food, vitamins, bedding, cages and travel products....
BobMarleyfragrance500x500
 
"This collection is a tribute to our legacy and how we continue to inspire people, creating a sense of calm and togetherness that lasts across generations."...
BrandLicensingForDummies500x500
 
Available from 19 May in print and digital formats, the book - written by Steven Ekstract and Stu Seltzer - is aiming to become an essential resource for anyone looking to understand, enter or expand within the fast growing world of licensing....
PeterRabbitWildBrainCPLG500x500
 
Under the agreement, WildBrain CPLG will manage the consumer products programme rights across merchandise, promotions, digital and experiences....
GrindClueless500x500
 
Coffee company, Grind has unveiled its latest limited edition collection, teaming with Paramount Pictures' Clueless to commemorate the film's 30th anniversary and the launch of Clueless, The Musical in London's West End....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.