One good news for toy companies is that logistics costs have fallen. According to industry leaders, freight costs for a 40-foot container have dropped from more than 10 times a year ago to the current $1,500, and are expected to pick up slightly thereafter, but stay in the $2,500-3,000 range.

 

However, continued inflation has dampened optimism that the market will rebound. According to industry consultancy NPD Group, the average selling price of toys in the UK rose by 3% to £10.54 in 2022.

 

Melissa Symonds, executive director of the NPD Group responsible for toys in the U.K. said, "We do not expect the U.K. toy market to see significant growth this year because there is still a lot of uncertainty about the economy. Consumers are still price sensitive, but the demand for fun and leisure for children and adults remains."

 

Industry executives said that people's demand for entertainment could become a new business opportunity for some toy companies. major mainstream retailers such as Sainsbury, Argos, the Entertainer, Morrisons and Tesco all participated in this year's London Toy Fair. non-traditional Retailers of toys are also showing elevated interest in the show.

 

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