UK toy sales are heading into the Christmas shopping season at their fastest growth rate in a decade, with squishies, building sets and traditional games driving demand. Figures from research company Circana show the number of toys sold in the first 10 months of the year was 17% higher than in the same period last year, with growth at a 10-year high.
The data arrives ahead of the most important stretch for retailers, when UK sales peak at 23 toys sold every second. The increase has come despite cost-of-living pressures on consumers, and Circana identified some of the strongest growth in toys priced between £5 and £10.
Kidults help lift the market
The toy sector has also been supported by sales to “kidults” — toys and games aimed at people over 12 — after relatively low sales in recent years. Adults buying toys for themselves helped the value of kidult sales rise 22% in the first half of the year.
Melissa Symonds, UK toys director at Circana, said toys for children still make up the majority of sales and had recorded a good year so far. She pointed to growing public debate about children’s screen time and the role of technology, which has helped make squishy toys, stickers and building sets such as Lego popular.
“Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular,” Symonds said.
Concerns over connected toys
Concerns have been raised about the suitability of some connected devices. An investigation found that an AI teddy marketed as “perfect” for children as young as three said “I can’t help with killing you” after it apparently misheard a question. Debate has also intensified about keeping children away from smartphones during the school day.
Family play is a major factor in purchases. One in five parents of children aged three to nine say the chance to play together as a family influences what they buy, according to market intelligence company The Insights Family.
Paul Reader, who chairs the Dream Toys selection panel of retailers and experts from across the sector, said parents wanted to engage with their children’s play. “Nothing beats a board game with that. Nothing beats a bit of interaction,” he said.
Dream Toys list includes slime and a shark
The panel has selected a list of toys that retailers believe will be among the most popular this year. It includes variations on recent favorites, including slime, a soft tiger that roars and grows, and a shark that breaks out of an egg.
Symonds said that despite rising sales during the year, nearly half of toy sales come in the build-up to Christmas, and families were still looking closely at costs. She said there had been significant growth in toys priced between £5 and £10.
Reader urged shoppers looking for a bargain to shop around, but to make sure toys were bought from reputable traders so that they were genuine and safe.