The Christmas market is also being driven by price promotions to secure market share, while popular brands are in short supply, Grant told Marketing Week.
He says the most popular product has been Hasbro’s Igglepiggle followed by Are You Smarter Than a 10 Year Old? also by Hasbro and Vivid’s Goldenballs.
However, some toys are being sold below cost price.
"It has been a very mixed bag this year, business is running about two weeks behind where it should be, and that has caused a number of retailers to stimulate business, which means there are a lot of bargains available," Grant said.
"There will be less profit for the toy industry this year. Shops are busy, but it has been a slow build and that has led to a high level of promotions and discounts,” he said.