UK toy sales surge 17% as squishies and building sets dominate

Toy sales in the UK are experiencing a significant boost this year, driven by the popularity of traditional games, squishies, and building sets. As Christmas approaches, the demand is peaking, with retailers reporting sales of 23 toys every second. Sales figures from October show a 17% increase compared to the same period last year, marking the highest growth in a decade, according to research firm Circana.

This surge in toy sales comes at a time when consumers are facing financial pressures due to the rising cost of living. Despite these challenges, toys priced between £5 and £10 are seeing some of the largest increases in sales. The toy industry has also seen a revival in interest from "kidults," adults purchasing toys for themselves, which has contributed to a 22% increase in sales value in the first half of the year. Still, traditional toys for children under 12 remain the cornerstone of the market.

Melissa Symonds, UK toys director at Circana, highlighted a growing public concern about children's screen time, which has made hands-on toys more appealing. Squishies, stickers, and building sets like Lego are increasingly popular, while connected toys represent a mere 1% of market sales. This shift in consumer preference comes amid scrutiny of certain connected devices, including an AI teddy bear that made alarming statements after mishearing questions.

As families prepare for the holiday season, nearly half of toy sales typically occur in the lead-up to Christmas. Parents are looking for quality playtime experiences, with one in five stating family play opportunities influence their purchasing decisions. Paul Reader, chair of the Dream Toys selection panel, emphasized the importance of interactive play, urging shoppers to compare prices while ensuring they buy from reputable retailers for safety. With the holiday season approaching, families are expected to continue prioritizing traditional toys, balancing fun with affordability.