L.O.L. Surprise named top-selling toy

by TnP Staff
Published: 21 December 2018, 09:20
Quick Link: www.toysnplaythings.co.uk/qaqqi

The NPD group publishes UK’s best-selling toys data 

The NPD group has announced the UK’s ten best-selling toys for the week ending 8 December – the last weekly sales data to be published ahead of Christmas.

The NPD group has announced the UK’s ten best-selling toys for the week ending 8 December – the last weekly sales data to be published ahead of Christmas.

A favourite all year round, the L.O.L. Surprise! topped the table - placing first, third and fourth in a crucial pre-Christmas trading week. Worth £1.2 billion, or 34 per cent of annual sales, Christmas is a crucial time for retailers and toy manufacturers with £110 spent on each child on average. 

Also featuring in the top ten is Harry Potter’s Great Hall from LEGO, the interactive robots Boxer and Cozmo, a digital camera for pre-schoolers, and Poopsie the Magical Unicorn, which features glitter slime. The unicorn was certainly the most popular ‘animal’ in the toys sector this year, and will continue to be popular into 2019, although The NPD Group believes that llamas will challenge unicorns for popularity with kids next year.

Frederique Tutt, Global Industry Analyst, Toys, NPD, says, “This year, Christmas Day falls on a Tuesday, and the last time that happened was in 2012. If Christmas sales then are a predictor of what will happen in 2018, we’ll have seen three weeks of solid sales figures up to the big day and record spend on the high street during the weekend before Christmas. The majority of toy sales are still made in a physical store at six in ten (61 per cent) of toys sold, so we expect toy shops and stockists up and down the country to be busy up to the last minute.”

Collectable sales are up 32 per cent year-on-year since 2017. From Hatchimals to football stickers, Pokémon and L.O.L. Surprise, collectables have been both a highlight and a key contributor of growth in the toy market this year. They currently represent 14 per cent of total sales in the market, and account for one out of four toys sold.