12 UK TOY MARKET RETURNS TO GROWTH FOR FIRST TIME IN FIVE YEARS The latest annual industry report by the BTHA and Circana confirms year-onyear growth of six percent with strong demand for toys throughout the year Building sets emerge as the fastest-growing category, rising 25 percent, closely followed by action figures (+16 percent), and games and puzzles (+15 percent). Licensed toys strengthen their market position, accounting for 38 percent of total toy sales following a year of blockbuster film releases in 2025. Results point to an evolving era of play, as families increasingly engage with toys through shared entertainment, nostalgia, and cross-generational appeal. Annual industry insights from the British Toy & Hobby Association (BTHA) and global market research company, Circana, unveiled at Toy Fair in London, show the UK toy industry returned to growth in 2025 – its first growth year since the Covid-driven surge of toy sales in 2020. Figures reveal toy sales were up six percent year on year, contributing to a sector now worth £3.9 billion. This marks a significant turnaround for the UK toy sector after several challenging years. Toy sales increased every month of 2025 compared to 2024, showing steady recovery. Whilst the ‘kidult’ category continued its upward trajectory for those purchasing toys over the age of 12 (+10 percent), children’s toys for under twelves also delivered solid growth in 2025, with sales up four percent year on year, and representing 67 percent of overall market expenditure. Pentel reaches fundraising milestone Japanese writing instruments manufacturer Pentel (Stationery) Ltd., is celebrating raising more than £750,000 for men’s health charity Prostate Cancer UK. In 2009 Pentel became a corporate partner of what was then The Prostate Cancer Charity, donating part of the retail price of every sale of a ballpoint pen called Linestyle. The product that really made the difference and helped to reach today’s donation figure of over three quarters of a million pounds is EnerGel Xm Retractable, a white barrelled refillable rollerball pen with smooth flowing, ultra-quick-drying ink that resists smudging on hands and paper and is perfect for right and left-handed writers. For every special edition EnerGel Xm Retractable pen it sells, Pentel donates £0.25 to Prostate Cancer UK. In the 17 years of the partnership, Pentel has sold more than 3.02 million pens in support of Prostate Cancer UK. If placed end to end the total length of the pens would be sufficient to scale the Burj Khalifa in Dubai, the world’s tallest building, more than 529 times. Prostate Cancer UK funds research into earlier diagnosis, as well as making sure men understand their risk of disease, as prostate cancer is currently the only major cancer without a mass screening programme. The charity also provides professional support for men and their families affected by the disease. Pentel Marketing Manager Wendy Vickery says, “Thanks to the continued support of our customers – with thanks especially to Clintons - and the generosity of the public we’re able to keep setting the goalpost higher in our bid to raise even more money for Prostate Cancer UK. We would be absolutely thrilled to reach the next fundraising target, which is £1 million and we’re determined to get there.” James Steven, Head of Partnerships at Prostate Cancer UK says, “Pentel Stationery have continued to be an incredible supporter of Prostate Cancer UK over many years, and for the fundraising efforts to now tip over £750,000 since the partnership started is phenomenal. The money raised has helped fund research into earlier diagnosis and helped us reach men across the country with vital risk awareness information. We look forward to continuing this brilliant partnership and helping save men’s lives.” For more information about the partnership or to find the nearest Pentel stockist, visit: www.pentel.co.uk Game of Wool Series 2: Applications Open Calling all passionate knitters! The hit Channel 4 knitting competition series Game of Wool is returning for a new series, filming this summer, and they are on the lookout for skilled knitters (18+ minimum age) to apply. Apply ASAP via www.gameofwool.com
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