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UK set to become largest European toy market

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Strong December sales should re-establish the UK as the largest toy market in Europe, according to new research published today.

Toy trade has been temperamental since the start of autumn but overall sales during the nine weeks from October to December 4th 2010 increased by five per cent compared to the same period in 2009.

A study from market research company NPD Group shows that toy sales declined two per cent in the first week of December but the rest of this month should make-up for this shortfall caused by snowfall.

Frédérique Tutt, European Industry Analyst for NPD, commented: “Despite being a challenging year, we are confident about December sales and expect multichannel retailers to do well with their online sales, which have already reached a fifth of the annual sales for the whole of 2009.

“There are also signs that the industry feels comforted by the strong average prices recorded in the first week of December for the top ten best sellers, which are six per cent ahead of last year.”

NPD has named V-Tech’s Kidizoom Digital Camera as the best selling toy in the week ending December 4th, closely followed by the Toy Story Talking Buzz and then two more V-Tech products, the Kidizoom Video Camera and First Steps Babywalker.

Tut added: “Around £900 million is spent each year on presents for the under-11s. This year we are forecasting an increase of 5.5 per cent in the amount spent compared to 2009.

“That means parents will spend on average £52 and grandparents £34 per child this year, a significant amount given the economic climate of austerity and spending cuts.”

Published on Monday 20 December by Editorial Assistant

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