Traditional Toys and Building Sets Drive Christmas Toy Sales Boom
Amid intensifying debates over screen time, traditional games and building sets are fueling a significant surge in toy sales, especially in the run-up to Christmas.
Traditional games, stickers, and building sets are contributing to a bumper year for toy sales. This surge, particularly crucial for retailers ahead of the Christmas period, coincides with heightened discussions about children's screen time.
According to research firm Circana, the number of toys sold up to October was 17% higher than the same period last year, marking the highest growth in 10 years. This increase comes despite consumer cost-of-living pressures, with significant growth observed in toys priced between £5 and £10.
Highlights
- Toy sales increased by 17% up to October compared to last year, achieving the highest growth in a decade.
- Traditional toys, stickers, and building sets are gaining popularity amid screen time debates.
- The "kidult" market (toys for those over 12) continues to grow, with a 22% increase in sales value in the first half of the year, driven by adults buying toys for themselves.
- Connected toys account for less than 1% of market sales, indicating the overwhelming popularity of traditional, hands-on play.
- Parents are prioritizing opportunities for family play, influencing their toy purchasing decisions.
Details
Melissa Symonds, UK toys director at Circana, noted that toys for children, which still represent the majority of sales, have had a strong year. Symonds explained that growing public debate around children's screen time and technology's role has made squishy toys, stickers, and building sets like Lego particularly popular. The fact that connected toys account for less than 1% of market sales demonstrates that traditional, hands-on play remains overwhelmingly favored.
Paul Reader, who chairs the Dream Toys selection panel, stated that parents want to engage with their children's play, emphasizing that "Nothing beats a board game with that. Nothing beats a bit of interaction." The panel has curated a list of toys expected to be among the most popular this year, including variations of recent favorites such as slime, a soft tiger that roars and grows, and a shark that breaks out of an egg.
Why it matters
This trend highlights that despite the widespread adoption of modern technology, traditional play and physical interaction retain a strong appeal. Parental concerns regarding children's screen time and the value of family bonding are significant factors shaping the toy market. This suggests that focusing on traditional play could offer a strategic advantage for toy manufacturers and retailers.