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Game & Toy Retailing in the UK - Market Size, Industry Analysis, Trends and Forecasts (2025-2029)

Jonas Kao Jonas Kao London, United Kingdom Last Updated: June 2025 SIC UK-G4764

Revenue

£19.7bn

2025-26

£20.8bn

Past 5-Year Growth

Profit

£XXX.Xm

Employees

142k

Businesses

31,688

Wages

£X.Xbn

Game & Toy Retailing in the UK industry analysis

Europe’s game and toy retailing revenue is forecast to hike at a compound annual rate of 3% over the five years through 2025 to €19.7 billion, including an estimated climb of 1% in 2025 when the average industry profit margin is expected to reach 4.4%. Toy retailers are tapping into the digital era, expanding their online platforms and remodelling bricks-and-mortar stores. This dynamic approach aims to cater to growing consumer preferences for engaging, convenient shopping experiences in physical stores or online. Major players are redesigning retail spaces to boost sales. Specialist toy retailers need to balance new store designs, competitive pricing and a strong digital footprint to remain profitable in a multichannel sales environment. 

Trends and Insights

  • Toy retailers focus on digital channels for market growth. They react to competition from supermarkets and online retailers by improving their websites and stores, aiming to make shopping smoother and products more appealing across every channel.
  • Interactive electronic toys are transforming play and stimulating child development. Advancements in design and technology are key to enhancing educational value and market appeal.
  • Retailers encounter intense price wars, risking displacement by online companies. To regain market share, they are actively engaging in bold marketing and advertising initiatives while bolstering their online platforms.
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Top Questions Answered in this Report

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What is the market size of the Game & Toy Retailing industry in the United Kingdom in 2025?

The market size of the Game & Toy Retailing industry in the United Kingdom is £19.7bn in 2025.

How many businesses are there in the Game & Toy Retailing industry in the United Kingdom in 2025?

There are 31,688 businesses in the Game & Toy Retailing industry in the United Kingdom, which has grown at a CAGR of 1.6 % between 2020 and 2025.

Has the Game & Toy Retailing industry in the United Kingdom grown or declined over the past 5 years?

The market size of the Game & Toy Retailing industry in the United Kingdom has been growing at a CAGR of 4.1 % between 2020 and 2025.

What is the forecast growth of the Game & Toy Retailing industry in the United Kingdom over the next 5 years?

Over the next five years, the Game & Toy Retailing industry in the United Kingdom is expected to grow.

What does the Game & Toy Retailing industry in the United Kingdom include?

Outdoor toys and Electronic and interactive toys are part of the Game & Toy Retailing industry in the United Kingdom.

How competitive is the Game & Toy Retailing industry in the United Kingdom?

The level of competition is high and increasing in the Game & Toy Retailing industry in the United Kingdom.

Everything you need in one report

  • Reliable market estimates from 2015-2030
  • Competitive analysis, industry segmentation, financial benchmarks
  • Powerful SWOT, Porter’s Five Forces and risk management frameworks
  • Online membership platform with PDF, Word, Excel and PPT exports

Table of Contents

External Environment

Highlights

Trends
  • Regulation & Policy
  • Assistance

Key Takeaways

Retailers must ensure toys meet safety standards and are labelled. They primarily focus on compliance rather than manufacturing processes, which are subject to separate regulations.

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External Drivers

Analysis

What demographic and macroeconomic factors impact the Game & Toy Retailing in the UK industry?

Financial Benchmarks

Highlights

Trends
  • Profit Margin
  • Average Wage
  • Largest Cost

Key Takeaways

Toy retailers boost profits through bulk purchases, face high rents. Economies of scale help lower costs, but traditional stores grapple with high rents and price wars.

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Cost Structure

Charts
  • Share of Economy vs. Investment Matrix
  • Industry Cost Structure Benchmarks:
    • Marketing
    • Depreciation
    • Profit
    • Purchases
    • Wages
    • Rent
    • Utilities
    • Other
Analysis

What trends impact cost in the Game & Toy Retailing in the UK industry?


Key Ratios

Data tables
  • IVA/Revenue (2015-2030)
  • Imports/Demand (2015-2030)
  • Exports/Revenue (2015-2030)
  • Revenue per Employee (2015-2030)
  • Wages/Revenue (2015-2030)
  • Employees per Establishment (2015-2030)
  • Average Wage (2015-2030)

Country Benchmarks

European Leaders & Laggards

Data Tables

Top and bottom five countries listed for each:

  • Revenue Growth (2025)
  • Business Growth (2025)
  • Job Growth (2025)

European Country Performance

Data Tables

Rankings available for 37 countries. Statistics ranked include:

  • IVA/Revenue (2025)
  • Imports/Demand (2025)
  • Exports/Revenue (2025)
  • Revenue per Employee (2025)
  • Wages/Revenue (2025)
  • Employees per Establishment (2025)
  • Average Wage (2025)

Structural Comparison

Data Tables

Trends in 37 countries benchmarked against trends in Europe

  • Concentration
  • Competition
  • Barriers to Entry
  • Buyer Power
  • Supplier Power
  • Volatility
  • Capital Intensity
  • Innovation
  • Life Cycle

Key Statistics

Industry Data

Data Tables

Including values and annual change:

  • Revenue (2015-2030)
  • IVA (2015-2030)
  • Establishments (2015-2030)
  • Enterprises (2015-2030)
  • Employment (2015-2030)
  • Exports (2015-2030)
  • Imports (2015-2030)
  • Wages (2015-2030)

Methodology

Where does IBISWorld source its data?

IBISWorld is a world-leading provider of business information, with reports on 5,000+ industries in Australia, New Zealand, North America, Europe and China. Our expert industry analysts start with official, verified and publicly available sources of data to build an accurate picture of each industry.

Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and IBISWorld's proprietary database of statistics and analysis to provide balanced, independent and accurate insights. 

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