Overall toys-to-life sales down 12% so far in 2016

Christopher Dring
Overall toys-to-life sales down 12% so far in 2016

More people may own toys-to-life games than ever, but players are spending less on them.

That's according to GfK Entertainment. MCV last week revealed that over 620,000 UK consumers own either a copy of Skylanders Superchargers, LEGO Dimensions or Disney Infinity 3, making it the most successful eight months yet for the category. 2015 was also the biggest year yet for the sector, with 129m generated from toys-to-life games and figurines.

However, 2016 has got off to a poor start. The toys-to-life market (which encompasses Skylanders, Disney Infinity, Amiibo and LEGO Dimensions) was down 12.1 per cent in revenue for the first four months of year (compared with the same period in 2015). It's a disappointing figure as the LEGO Dimensions brand was not around this time last year.

The decline in revenue has also been driven by heavy discounting on toys-to-life products. Skylanders Superchargers starter packs are available from places such as Sainsbury's for under 15.

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