Annual figures released by the British Toy & Hobby Association (BTHA) and Circana have revealed that toys under £15 continue to rise in popularity in today’s challenging economic climate.
Officially unveiled at Toy Fair at Olympia London this week (21-23 January), the latest statistics show that 47% of the UK toy market in 2024 was dominated by sales under £15, which equated to 80% of units overall. Meanwhile, Pocket Money Toys costing less than £10 took up 28% of market share. These are predominantly made up of classic lines like PAW Patrol Vehicles and Pup from Spin Master Toys, Dobble from Asmodee and Sea Monkeys from Bandai.
The increasing popularity of Collectables was important for driving sales of Pocket Money toys throughout the year, with the overall Collectables sector generating 1 in 5 toy sales last year, with an average price of £7.59. Some of the key Collectable manufacturers seen at Toy Fair 2025 include Spin Master Toys, The LEGO Group, Jazwares, Character Options and Ravensburger.
While they may be small, the performance of Micro Collectables (toys under two inches, such as Funko Bitty Pops and LEGO Mini figures) made a mighty impact – up 7% in value and 18% in units. Other areas of growth in the Collectables category included strategic trading cards, interactive Collectables, and stickers such as Disney Lorcana trading cards and Topps football cards.
Commenting on the key report findings and insights, Kerri Atherton, head of public affairs at the BTHA, said: “With consumers still being budget-conscious, the latest statistics show there is high demand for a wide range of smaller, more affordable options on the market.
“We look forward to seeing how Collectables perform this year, particularly the rise of Micro Collectables, as we have seen a lot of excitement for these tiny toys that offer a significant cute factor minus the hefty price tag.”
Melissa Symonds, executive director UK Toys at Circana added: “Collectables continue to evolve into different categories, areas and sizes such as Micro Collectables. Over the past year, these segments have outperformed the market, and we anticipate this trend of innovation to accelerate even further.”
