Toy-filled advent calendars appeal to all ages – young, old and ‘kidult’

The LEGO Group scoops four best-sellers to 23rd November 2019 in a growing market sector

London, 5th December 2019 – Sales of toy-filled advent calendars are up 5% on 2018 based on sales to 23rd November, making the UK market worth £16 million per annum. In the final month in the run up to Christmas, many children – and adults - will be finding a new toy every day in their advent calendar from favourite characters including Star Wars, Harry Potter, L.O.L. Surprise!, Marvel and Playmobil. This is a welcome boost to the toy sector in the all-important ‘golden quarter’ of the year.

The LEGO Group has seized the advent-calendar opportunity. In the latest top 10 to be released, The LEGO Group’s ranks four different versions amongst top 10 toy-based advent calendars to week ending 23rd November. The Harry Potter Advent Calendar ranks first, followed by the CITY Advent Calendar in second place, and the Star Wars Advent Calendar. LEGO Friends comes in eighth.

Top 10 best-selling advent calendars in the UK, Week ending 23rd November 2019

RANK TOY MANUFACTURER AVG PRICE
1 Harry Potter Advent Calendar The LEGO Group £19.90
2 CITY Advent Calendar 234 Pieces The LEGO Group £16.92
3 Playmobil Advent calendars Playmobil £15.07
4 Star Wars Advent Calendar The LEGO Group £19.75
5 Pocket Pop! Harry Potter Advent Calendar 2" Funko £29.34
6 Peppa Pig Christmas Scene Advent Calendar Character Options £15.90
7 L.O.L. Surprise! Outfit Of The Day Winter Disco MGA Entertainment £26.12
8 Friends Advent Calendar The LEGO Group £20.53
9 Pocket Pop! Marvel 80th Anniversary Advent Calendar 2.5'' Funko £29.21
10 Adrenalyn Xl Premier League 2019/20 Advent Calendar Panini £19.79

Source: The NPD Group, Inc. / Retail Tracking Service, week ending November 23rd, 2019

 

Frederique Tutt, Global Industry Analyst, Toys, NPD, explains the growing popularity of toy-filled advent calendars in the UK: “Already established in France and Germany, the toy-based advent calendar trend has been a little slower to take off in the UK, but it’s now gathered momentum and shows no signs of abating. One of the reasons sales are strong is that it’s not just children that are excited to open toy-filled advent calendars from 1st to 24th December. Our research suggests that the ‘kidult’ population is helping to drive sales, with older children, teenagers, young adults and toy collectors treating themselves to a Harry Potter, Star Wars, Marvel or Fortnite toy-based advent calendar. With average prices in the top 10 current best-sellers ranging from £15.07 for a Playmobil calendar to £29.34 for the Funko Pop! Harry Potter for 24 toys, this growing sector is providing a welcome revenue lift to the UK toy sector at a critical time of year.”

Top 10 best-selling toys in the UK, 17th to 23rd November 2019

RANK TOY MANUFACTURER AVG PRICE
1 L.O.L. SURPRISE! 2 IN 1 GLAMPER WITH 55 SURPRISES MGA ENTERTAINMENT £87.67
2 L.O.L. SURPRISE! AMAZING 14 SURPRISE DOLLS MGA ENTERTAINMENT £103.76
3 L.O.L. SURPRISE! DOLL ASSORTMENT MGA ENTERTAINMENT £11.12
4 L.O.L. SURPRISE! HAIR GOALS 5" ASSORTMENT MGA ENTERTAINMENT £13.04
5 TECHNIC BUGATTI CHIRON CONSTRUCTION KIT 1:5 THE LEGO GROUP £201.56
6 KIDIZOOM DUO 5.0 VTECH £40.75
7 L.O.L. SURPRISE! WINTER DISCO CHALET DOLL HOUSE MGA ENTERTAINMENT £198.60
8 HARRY POTTER ADVENT CALENDAR THE LEGO GROUP £19.90
9 BARBIE DREAMHOUSE WITH 70 ACCESSORIES MATTEL £197.79
10 PETS ALIVE BOPPI THE BOOTY SHAKIN LLAMA ZURU £19.10

Source: The NPD Group, Inc. / Retail Tracking Service, week ending November 23rd, 2019

With less than three weeks to the big day, NPD’s latest sales figures for the week ending November 23rd show that the popularity of the L.O.L Surprise! range is showing no signs of waning. The brand has five placements in the top 10 sellers, including first, second, third and fourth positions for toys priced from £11.12 to £103.76.

In terms of the categories that are proving to be the most popular, sales of action figures and accessories are up 8% year-on-year, mainly fuelled by Funko Pop!, Toy Story and Fornite.

Frederique Tutt concludes: “As we get closer to Christmas day, we expect a positive impact on sales from the movie Frozen 2, so the top 10 we will release closest to Christmas will change as we see L.O.L. Surprise!, Frozen 2 and Games & Puzzles battle for the top spots. Year after year, sales of Games & Puzzles soar in the very last weeks of the year, and this year again, whatever the current toy craze on Christmas wish lists, many families will continue to enjoy a traditional board game over the festive period.”


Press Contact

Lucy Green
Greenfields Communications
07817 698366
Lucy@greenfieldscommunications.com

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