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.


Registration remains open for the 72nd Spielwarenmesse thumbnail

Registration remains open for the 72nd Spielwarenmesse

The closing date for Spielwarenmesse 2021 has been deferred for new exhibitors and the range of services has been extended

ToyAid sees toy, entertainment and licensing companies join forces for good thumbnail

ToyAid sees toy, entertainment and licensing companies join forces for good

ToyAid’s June campaign, “Buy Some Toys for Make Some Noise”, aims to raise as much money as possible to help ...

Xilam Animation names Licensing Works! North American agent for Zig & Sharko thumbnail

Xilam Animation names Licensing Works! North American agent for Zig & Sharko

Licensing Works! is now assembling a merchandise programme for the hit animated slapstick comedy brand targeting kids, tweens, teens and ...

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year