23 January 2024 , 20:03
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This could be the year of the farting sloth, if a toy industry show is anything to go by.
The flatulent critter, called Sammy, is one of 27 toys tipped to be flying off the shelves in 2024, unveiled yesterday at the Toy Fair. Other potential hits include an interactive kitten that makes over 100 different sounds and a walking disembodied hand from hit TV horror show Wednesday. There are also classic characters including a Paddington Bear teddy in a phone box and a Peter Rabbit card game.
Sammy the Farting Sloth (PR HANDOUT)Out of the 27 “hero toys”, 15 are priced at under £25, while the cheapest item on the list, the Craft Buddy Harry Potter Buddies, are £4.99 each. The cost of living crisis had an impact on toy sales in 2023, with the market worth £3.5billion – a decline of 5% on the year before.
New Paddington teddyThe British Toy and Hobby Association and consumer behaviours firm Circana found 63.5% of toys bought in the UK last year cost under £10. The average price of a toy went up by just 2%, from £10.54 in 2022 to £10.79 last year. The top-selling toy of 2023 was the Squishmallow Plush 8 cuddly toy, which sold for about £9.
Crawling handThe “kidult” trend of toys for older children and adults was now worth £1bn and sales were up 6% on 2022. Kerri Atherton, from the BTHA, said: “With people facing difficult times financially, these figures are not surprising and are in common with many other similar consumer goods industries. Looking ahead to 2024, this shows there are opportunities for toy companies launching new and exciting products, with a focus on value for money and affordability.”
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Several major toy brands celebrate anniversaries this year. Peppa Pig turns 20, while Bagpuss, Hello Kitty, the Rubik’s Cube and Playmobil will be marking their 50th birthdays.
Peter Rabbit gameThe three-day Toy Fair is at Kensington Olympia in West London until tomorrow. Comic Michael McIntyre unveiled his Funko Pop figurine, the first time a British funnyman has been immortalised by the brand. Michael, 47, said: “My son is obsessed with these so I thought I’d be the cool dad and have my own one made.”
Ten tips for 2024
1. Craft Buddy Crystal Art Buddies Series 3 – Harry Potter Buddies, £4.99
2. Peter Rabbit Fish And Count game, £10
3. Decora Girlz 5” Sticker ‘n Style Dolls, £12.99
4. SmartGames – IQ Gears, £13.99
5. Golden Bear Toys Smart Ball Kick Tracker, £14.99
6. Jellystone Designs Calm Down Bottle, £14.99
7. Natural History Museum: Let’s Learn Dinosaurs, £16.99
8. Rubik’s 50th Anniversary Cube, £17.99
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9. Vivid Goliath Go Go UFO, £19.99
10. Golden Bear Toys Sammy the Farting Sloth, £19.99