This ad will be closed automatically in X seconds.

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.

Top brands, licensees and retailers all set to celebrate on Thursday 27 April at the Royal Lancaster Hotel in London....
Bravado has collaborated with Selfridges on a new Elton John bespoke retail experience....
Spin Master has appointed The Point.1888 as the UK brand licensing agent for its newest franchise, Unicorn Academy....
The multi-disciplined licensed apparel specialist has secured a new deal with MGA Entertainment for its Bratz doll brand....
Inspired by the criminal organisation, the range includes t-shirts, hoodies, a duffle bag, Akedo high-top trainers and a reversible bucket hat, as well as a limited edition collector's box....
Joie has signed a new official partnership with Manchester City Women's Football Club, making it the club's Official Family Partner....
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.