The NPD Group

“Circana is undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite innovation and grow well into the future,” said Kirk Perry, President and CEO at Circana.

“The growth we’ve seen in the toy industry speaks to the fact that parents are willing to put their children’s happiness above all else,” said The NPD Group’s Juli Lennett.

“This year’s DreamToys Top 12 includes a range of products from classic brands such as Monopoly and Barbie, to popular licenses and innovative new toys to suit all price points,” said Gary Grant, chair of the DreamToys selection committee.

“The on-going question that is Brexit undoubtedly had a dampening effect on consumer confidence whilst a general election in the middle of the busiest trading month of the year wasn’t helpful,” said the BTHA’s Natasha Crookes.

In a baby’s second year, the average spent on toys rises to £208.

LOL Surprise cited as a key driver by The NPD Group.

Mexico, Brazil and the US enjoyed the highest growth.

“I am convinced that the strong toy industry growth so far this year has been at least partially supported by the empathy that people felt towards losing a store like Toys R Us,” said NPD’s Juli Lennett.

Kids aged three to five represented the largest age group for licensed sales based on units sold, with Paw Patrol the leading brand.

£1 in every £9 spent on toys is adults buying toys for themselves.