Unique: June’s Circana insights – Toy World Journal | The enterprise journal with a ardour for toysToy World Journal

Within the June 2024 concern of Toy World, Circana’s Rory Partis checked out key traits inside the toy markets throughout Europe, inspecting how they evaluate to the market right here within the UK.

You’ll usually see a pattern quantity given for European toy markets, and the newest information reveals that pattern is at the moment down -4% in worth for YTD April 2024 versus 2023. In fact, Europe is made up of a number of nations – the -4% quoted represents seven nations added collectively. Once we take a look at these nations individually, there’s a vary of differing traits from +6% to -7%, and naturally, every nation varies in dimension fairly dramatically. The smallest European nation in worth dimension thus far this 12 months is Belgium, which is €128m, and the most important is Germany, which is €1.1bn. It’s attention-grabbing to look at the present European toy traits and see what’s driving the expansion or decline, paying explicit consideration to any key variations to the UK market.

One of the best performer in Europe thus far this 12 months, and the one nation in development, is the Netherlands. This territory is rising in worth phrases by +6% in comparison with final 12 months, although additionally it is the third smallest nation in worth dimension and makes up round 6% of the European toy market. When supercategory traits, there are numerous similarities with different European nations, but in addition two huge variations – The Netherlands is the one nation the place the Motion Figures and Toddler/Toddler & Pre-Faculty Toys classes are rising.

The highest property in Motion Figures – rising at +16% – is Funko Pop! There may be additionally sturdy development from Tremendous Mario Bros, Pokémon and Smashers, and the expansion from these properties is outperforming different European nations. In Toddler/Toddler & Pre-Faculty Toys, Little Dutch wood toys are one of many high performers. The Netherlands is the important thing marketplace for this model, and it’s including worth versus final 12 months, outperforming lots of the properties round it on this class. Paw Patrol is rising with double digit worth development too, and though there may be development in different nations, the pattern within the Netherlands is the strongest throughout Europe.

To proceed studying Rory’s insights on France, Germany and the impression on gross sales for the remainder of Europe, in addition to the way it compares to the UK market, click on right here.