Nursery Today magazine

Wowcher reveals UK’s favourite Christmas toys 2018

Cuddly favourites, teddies, remain popular with Brits

Deals site, Wowcher, has analysed over 56,000 transactional data points to uncover the UK’s most sought-after toys this Christmas. In the number one spot are the on-trend LOL Surprise toys, which collectively, make up 10% of all toy purchases on Wowcher in November.

When looking at standalone products, however, a DIY Slime Making Kit was the biggest seller in November, flying off the shelves at 14 per minute, at its peak. All slime-related toys sold double as many as the Harry Potter toys (7% vs 3%, respectively).

Interestingly, much-loved cuddly favourites, teddies, remain popular with Brits. Sales are up a staggering 469% year-on-year vs 2017; even out-selling drones. Personalised toys are also on the rise this Christmas with sales up by a massive 288%. Our obsession with unicorns looks set to come to end, though, with the mythical must-have from 2017 down in sales by 80%.

The top products sold in 2018 vs their performance in 2017 were:

Top Toy Categories in 2018 % of orders Difference since 2017
LOL Surprise Toys 10% -
Personalised Toys 8% +288%
Slime Toys 7% -49%
Teddy 6% +469%
Dinosaur Toys 5% -
Drones 5% -
Board Games 3% -
Harry Potter Toys 3% +194%
Unicorns - -80%

Alexis Harrison, Head of Marketing at Wowcher says: “We all remember the trend toys of our day, be it a yo-yo or Tamagotchi. And, despite the rise of technology, there’s always a new must-have toy which doesn’t tend to be tech. This year it’s the LOL Surprise toys topping gift lists while slime remains a strong favourite.

“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.”


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