Wowcher’s Christmas toy trends

Visitors to the UK deal site are after L.O.L Surprise, Harry Potter, Teddy bears and personalised playthings, though last year’s trends have dropped off the pace

Written by Rhys Thomas

Posted 06.12.2018 | Toys

Wowcher’s Christmas toy trends thumbnail

Wowcher has highlighted the return of the traditional Teddy, personalised playthings and, no surprise here, L.O.L collectables as the top toys UK shoppers are seeking out this Christmas.

The online deal site analysed more that 56,000 points of data to determine where consumer demand for toys most dramatically shifted between Christmas past and Christmas present.

MGA’s ubiquitous L.O.L Surprise collectables accounts for a whopping 10 per cent of all orders this Christmas, while 8 per cent were for personalised toys, nearly three times the amount shoppers bought for Christmas 2017.

“This year it’s the L.O.L Surprise toys topping gift lists while slime remains a strong favourite,” says Alexis Harrison, Head of Marketing at Wowcher. “What is surprising, is the huge increase in teddies and personalised gifts, which suggests that there’s a come-back for people looking to gift children more traditional toys, which can be kept for longer.”

The humble Teddy bear is the biggest climber with a gargantuan 469 per cent increase in orders of the cuddly toys over last year, accounting for 6 per cent of purchases. On the licensing front, the launch of Fantastic Beasts: The Crimes of Grindelwald breathed more magic into the Wizarding World, leading to around one in 30 visitors picking up a Potter-themed present, a near 200 per cent uptick on last year.

On the inverse, slime toys have dropped off by about half, although they still make up 7 per cent of all orders, and unicorns, the mythical must-haves of 2017, plummeted 80 per cent to just a fraction of orders this year.

Dinosaur-themed toys and drones both remain popular, both around 5 per cent of orders, and 3 per cent of shoppers picked up at least one board game.


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