The UK toy market witnessed an upturn in May with sales up 12% in value from the same period last year and units growing 26%. With units growing stronger than value a shift in the market is evident, as since January 2010 an increase in the average price has driven value growth. In May, toys sold under USD$7.30 accounted for 73% of all units purchased, a growth of 32% compared to last year.

Among the top 10 best selling items for the month are five new toys, with the new number one item being Panini’s Official Fifa stickers.

The All Other toys category, in particular, has driven May growth with value up 44%, and units up an impressive 149% on the same month a year ago. This growth is attributed to the World Cup preparations with Fifa, Pro Sports and Match Attax being the top three properties in the category.

Even prior to the World Cup tournament, football as a whole has been adding to toy sales with Fifa being the top selling property in the All Other toys category. Fifa also has the top selling item across total toys for the month with the Official Fifa World Cup 10 Stickers, which accounted for 29% of all units sold within All Other toys for the month. In total, six out of the top 10 items are football-related collectable card and stickers accessories.