Toys Panel

Gain valuable insight into the toys sector by exploring the different profiles of toy shoppers, how they are spending, and the impact of their buying patterns.

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Explore and understand how shoppers buy toys, and who to target first, with insights from Worldpanel Plus. With real-time purchase, behavioural and attitudinal data powered by consumer panellists, we can help you understand who the toy consumer is, what their motivations are, which toy retailers they are switching to and from, and much more.

Our data covers the following:

  • Channels and stores
  • Industries and categories
  • Competitors
  • Shopper profiles
  • White spaces

Key features

Scale and depth

Make smart decisions relating to the toys category, with insights from over 105,000 real shoppers and their actual purchases, in-store and online.

Extensive coverage

Evaluate current strategies and identify new opportunities on any type of store, for all toy categories, by exploring all types of retailer.

Granular insight

Understand shopper motivations and barriers to purchase with surveys triggered by behaviour. Explore who is buying toys, where, and why.

What we cover

We can help you answer your big business questions such as:  

  • Where are shoppers buying toys? 
  • Which stores are shoppers shifting their spend to, and how can I win it back? 
  • How much of the growth in my category is from new shoppers and how do I retain them? 
  • Are “Kidults” driving growth and where do they shop? 
  • In terms of marketing spend, which categories should I activate online versus in-store?  
  • How do different demographics shop toys and how do I win more with them at key moments through the year? 
  • Toy specialists 
  • Supermarkets  
  • Bargain stores  
  • Online pure players 
  • Department stores  
  • High street retailers  
  • Garden centres 

We cover a wide range of categories and can adapt any combination to create the total view you need.  

  • Activity toys 
  • Baby toys 
  • Characters and playsets 
  • Creative and learning 
  • Dolls and accessories 
  • Games and puzzles 
  • Outdoor toys 
  • Radio controlled and toy vehicles 
  • Role play 
  • Tech and electronics 
  • Soft toys 
UK toy sales topped £1.7bn over Christmas, with Smyths a standout performer
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