LEGO advent calendars prove to be UK best-sellers

The LEGO Group has four slots in the top 10 best-selling toy advent calendars this year.

Advent calendars packed with toys rather than chocolate are on the rise, with sales increasing 5% on last year. Given that the LEGO Group has been at the forefront of selling such calendars, it’s no surprise that four of the UK’s top ten sellers are from the company.

Harry Potter 75964 Advent Calendar, LEGO Star Wars 75245 Advent Calendar, Friends 41382 Advent Calendar and City 60235 Advent Calendar all feature in the top ten, along with other brands such as Playmobil, L.O.L. Surprise! And Marvel.

 “Already established in France and Germany, the toy-based advent calendar trend has been a little slower to take off in the UK, but it’s now gathered momentum and shows no signs of abating. One of the reasons sales are strong is that it’s not just children that are excited to open toy-filled advent calendars from 1st to 24th December,” said Frederique Tutt, Global Industry Analyst, Toys, NPD.

“Our research suggests that the ‘kidult’ population is helping to drive sales, with older children, teenagers, young adults and toy collectors treating themselves to a Harry Potter, Star Wars, Marvel or Fortnite toy-based advent calendar. With average prices in the top 10 current best-sellers ranging from £15.07 for a Playmobil calendar to £29.34 for the Funko Pop! Harry Potter for 24 toys, this growing sector is providing a welcome revenue lift to the UK toy sector at a critical time of year.”

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