Traditional toys and building sets are helping to drive a bumper year for toy sales, figures show, according to research company Circana. The positive market data arrives ahead of the crucial Christmas run-in for retailers, a peak period that sees 23 toys sold every second in the United Kingdom.
The number of toys sold up to October was 17% higher compared with the same period last year, marking growth at a 10-year high. This increase occurs despite ongoing consumer cost-of-living pressures, with data indicating that some of the strongest sales growth stems from items priced between £5 and £10.
The growth of traditional toys and kidult buyers
Despite relatively low sales in recent years, the broader toy sector has been buoyed by purchases directed toward older demographics. The kidult market, encompassing toys and games for individuals aged over 12, has experienced notable expansion as adults increasingly purchase items for themselves. This segment continued its upward trajectory with a 22% increase in sales value during the first half of the year.
However, Melissa Symonds, the UK toys director at Circana, noted that toys designated for children still represent the majority of overall market sales and have recorded a strong year. Growing public debate surrounding children’s screen time and technology connectivity has propelled demand for tactile items. Squishy toys, stickers, and building sets such as Lego have proven particularly popular among families seeking alternatives to digital devices.
Connected toys account for less than 1% of total market sales, illustrating that traditional, hands-on play remains overwhelmingly popular. Public scrutiny has intensified regarding connected devices, compounded by recent concerns about the suitability of certain smart gadgets for young children.
Family interaction and Christmas shopping advice
Market intelligence gathered by The Insights Family indicates that one in five parents of children aged three to nine are influenced by the opportunity to play together as a family when making purchasing decisions. Paul Reader, chair of the Dream Toys selection panel featuring retail experts, emphasized that parents actively seek engagement in their children’s play. He stated that board games and direct interaction remain unmatched.
The Dream Toys panel has compiled a list of predicted popular items for the festive season, featuring variations on successful products such as slime, a soft roaring and growing tiger, and a shark hatching from an egg. Symonds highlighted that nearly half of all annual toy sales occur during the immediate build-up to Christmas, with families remaining mindful of expenses.
Retail experts advise shoppers looking for bargains to compare prices while ensuring that gifts are purchased exclusively from reputable traders to guarantee product safety and authenticity, as reported by the BBC.
Source: Christmas toy rush being driven by stickers and building sets (source-feed timestamp 2026-11-11T07:52:05+00:00). AI-assisted report based on the cited linked article and its RSS feed; details were not independently verified.
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