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Faith in Father Christmas is good for business: UK toy exports surge by 25 per cent

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That’s equivalent to a sales increase of more than £25m on 2012, and a 17 per cent increase in unit toy sales for 2014 so far, which is still expected to continuing growing until the end of the year, UK Trade and Investment has revealed.

Really, it shouldn’t come as a surprise – most of us will have seen the Black Friday-esque battles that can take place when parents are desperate to get their hands on the children’s must-have.

Revenue from toy sales since January has grown by six per cent compared to the same period in 2013, which is the best result since 2010, according to The NPD Group.

WOW Toys is one of the British companies experiencing success in export, as overseas activity has spiked by 26 per cent since the start of 2014, with its toddler-based playthings reaching Japan, Kazakhstan and more.

Nadim Ednan-Laperouse, founder, WOW Toys, said: “Over 48 per cent of our business is exporting overseas and this year has been a really good year. Our products are niche, unique and high quality, which I think creates a particular selling-point for us to sell in more unusual as well as well-established countries. UKTI have been invaluable in helping us achieve our export goals and this year we exhibited at a trade show in Mumbai, India, with their help, to break into this new market.”

The value of toy exports in Q4 2013 reached £128m, a rise on £103m the previous year, with the Republic of Ireland acting as the largest export market.

Vince Cable, business secretary, UKTI, added: “From toys to trees to all the Christmas trimmings, the UK has proved time and again that we produce the items of choice for people celebrating the festive season across the globe. It’s particularly good to see British firms branching out into new markets, selling Christmas trees in Russia, chestnuts to Spain and toys to Angola.

“Looking ahead to 2015, we want to help British businesses not just sell abroad, but thrive there. UK Trade & Investment stands ready to help and this year supported almost 48,000 companies do just that. Any company wanting to know more should get in touch.”

Image via Shutterstock.

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