Euro 2016: Football fever kicks off in the UK toy market

3.4 million football related toys and stickers were sold in the four weeks to 7th May

London 24th May 2016: The NPD Group, a global information company, today reveals that the UEFA European Football championship is already impacting the UK toy market sales a few weeks before the competition starts. With an average price of 50p, the Panini UEFA Euro 2016 sticker packs were the top-selling toy in the UK in April – with a sales value of over £ 1.1 million in the month.

World Cup versus Euro Championship

“The last significant football event – the 2014 World Cup - had a huge impact on the toy industry with more than 24 million football related toys sold – that’s almost 10% of all toy sales in the UK that year” says Frédérique Tutt, Toys Global Industry Analyst, The NPD Group.

 

“Our data shows how popular the European Championship is, with football related toy sales representing £6.7 million to May 7th, compared to £6.1 million in total for the 2014 World Cup (both figures include sales of Premier League related toys). And with the opening kick-off more than three weeks away, the first signs of what could be the biggest toy craze of the summer in the UK are already perceptible. Almost one in five of all toys sold in the UK in the last week of April was football related.

Will the Brits top the toys sales league again?

British consumers notoriously embrace sports-fuelled buying trends and crazes – especially when their national team is playing. In 2014, 24 million toys, cards and stickers were sold in total throughout the World Cup competition despite England being eliminated in the group stages. This dwarfs Germany who won on the pitch – but where just under 3 million toys, cards and stickers were sold in the same period.

As the hosting nation, France is one of the European markets getting behind the football themed toys trend early. Here UEFA Euro stickers have topped the toys sales league since the last week of April. Belgium too is embracing the spirit of the game, where the top two best-selling toys in April were both packs of Panini cards.

 

“As always, the UK has taken an early lead and started to support the collectible trend before their European counterparts. Now we wait to see what happens when the real competition starts on the pitch,” concludes Frédérique Tutt.

Top 10 best-selling toys in £ by market value - April 2016

PANINI UEFA EURO 2016 STICKERS PACK
FLAIR PREZIOSI SHOPKINS 2 PACK
LEGO LEGO MINIFIGURES
SPIN MASTER PAW PATROL VEHICLE AND PUP
FLAIR PREZIOSI SHOPKINS PACK OF 12
HASBRO PIE FACE GAME
MOOKIE TOYS SMART TRIKE 4 IN 1 TRIKE
LEGO STAR WARS MILLENNIUM FALCON
FLAIR PREZIOSI SHOPKINS 5 PACK
MATTEL HOT WHEELS SINGLE CARS,1:64

*Source The NPD Group, Retail Tracking service

If you have any questions about this press release, please contact us.


Press Contact

Frédérique Tutt
European Analyst – NPD EuroToys
+44 (0)778 990 0123
frederique.tutt@npd.com 

The NPD Group, Inc.
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Port Washington, NY 11050

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