The key facts

  • Toy sales up to October grew 17%, the fastest growth in a decade (Circana).
  • The 'kidult' segment (toys for those over 12) grew 22% in value in the first half of the year.
  • Notable growth in the £5–£10 price bracket; almost half of annual sales fall in the pre-Christmas period.

A record year despite pressure on household budgets

Toy sales in the UK up to October were 17% higher than in the same period last year, with the growth rate reaching a ten-year high — according to data from the research company Circana. The growth is happening despite the cost-of-living squeeze on consumer budgets, with sales of toys priced between £5 and £10 showing the most noticeable increase. This matters doubly for retailers: almost half of annual toy sales fall in the run-up to Christmas, when, according to the cited estimate, the peak reaches 23 toys sold per second.

Traditional play versus screens, and 'kidults'

Melissa Symonds, Circana's director for toys in the UK, links the popularity of soft toys, stickers and construction sets such as Lego to the public debate about children's screen time: according to her, 'connected' toys with electronic functions account for less than 1% of the market. A separate driver remains the 'kidult' segment — toys for those older than 12, including adults buying them for themselves: in the first half of the year, the value of sales in this segment grew by 22%. At the same time, Symonds notes, toys for children, which account for the bulk of sales, also had a good year. According to The Insights Family, one in five parents of children aged three to nine says that when choosing a purchase they consider whether the whole family can play together; Paul Reader, chair of the Dream Toys selection panel, adds that 'nothing replaces a board game and live interaction'.

Context: concerns around 'smart' toys

Amid growing demand for traditional toys, questions remain about the safety of connected devices: a BBC investigation showedthat a plush AI toy, marketed as suitable for children from the age of three, uttered the phrase 'I can't help with killing you' after apparently misinterpreting a question. At the same time, debates over banning smartphones in schools have intensified in the country. Reader urged shoppers to look for good prices but to buy toys only from reputable sellers, so that they are genuine and safe.

Two children sit on the floor playing with brightly coloured plastic building blocksImage source, AnnaStills/Getty Images