Consumers and young football fans have spent £11 million on football and FIFA World Cup themed toys in the UK, including Panini Moscow stickers, Match Attax and Trump Cards.
With just under two weeks until England’s opening World Cup 2018 game this June 18, the NPD Group has revealed how football fever is impacting UK toy market sales.
The group has revealed that the single pack of Panini FIFA World Cup 2018 Stickers was the second best-selling item in the week ending May 19, at an average of 80p, with the six-pack ranked at number six.
Panini has so far secured a clear sweep of the top five best-selling football related toys in the UK leader board with its FIFA World Cup 2018 single pack, FIFA World Cup Russia 2018 6 packs, FIFA World Cup Russia 2018 10 packs, FIFA World Cup 2018 Adrenaline XL pack and FIFA World Cup 2018 Album.
Back in 2016, 24 million toys, cards and stickers were sold in the UK throughout the UEFA 2016 European Championship, equivalent to £26 million in retail sales.
This dwarfs finalist France where sales reached £15 million in cards, stickers and toys and Germany whose fans spent £12 million.
A look at which European markets are buying the most football-related toys at the moment reveals that the UK, France and Belgium lead at £2.50 in every £100 spent on toys, followed by Germany at £1.70 and Spain at £1.20.
Frederique Tutt, toys global industry analyst, The NPD Group, said: “The last significant football event – the UEFA 2016 European Championship – had a huge impact on the toy industry.
“More than 24 million football-related toys were sold in the UK – that’s six per cent of all the toy sales by volume in the country that year. So far in 2018, football-related toy sales total £11 million – that’s including Premier League related toys, too. And in the most recent weeks that we have data for, the seven days ending May 19, £921,000 was spent on football-related toys, that’s almost £5,500 an hour.
“With one in eight toys sold in the UK in the third week of May being football-related, the next few weeks will give the toy sector a welcome boost.
“Sales of football-related toys almost double in Euro and World Cup years, showing just how important the sport is to the toy sector. This makes football unique in terms of its impact on toy sales as other regional and global sports competitions such as rugby, tennis and even the Olympics have yet to make a similar impact on sales.”