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According to research by toy industry group Circana, toy sales have decreased for the third year in a row due to a falling birth rate, the cost of living, and fewer successful film franchises. However, toy sales to “kidults,” adults who buy toys and games for the positive mental health benefits they bring, have increased. Almost one in five toys and games is now purchased by adults for themselves, with Lego and collectibles being popular choices. Circana’s executive director of UK toys, Melissa Symonds, has said that toys can help with the escapism from global turmoil and spark nostalgia.
The Toy Retailers’ Association has just unveiled its annual list of 20 toys that it expects to sell well this Christmas. The panel of retailers and experts compile the DreamToys list. Alongside popular toys like Hot Wheels cars and a Paw Patrol bulldozer are toys targeted to a range of ages. For younger children, a Fart Blaster which makes noisy sounds is listed, and for older buyers, a McLaren F1 Lego car set is expected to sell well.
Circana has found that transport is the most popular toy theme, followed by animals, and interactive pets. Interactive pets are becoming increasingly popular as they can now respond to a child’s touch and repeat words. As family finances are under pressure, the price range of the DreamToys list remains between £9.99 and £89.99.
The UK toy industry had sales of £3.4bn in the year to September. This sector is now entering the key festive period with six weeks to go to Christmas, as retailers focus on Black Friday and encouraging shoppers to visit their brick-and-mortar stores as well as their websites. Although Christmas Day falls on a Wednesday, which traditionally benefits shops, the Toy Retailers Association has warned that future cost pressures will be faced by sellers due to the government’s National Insurance rise announced in the Budget. During Covid, sales of toys and games increased as more families stayed at home, but they have fallen since 2021 and are just under 2019 levels, according to Circana. On average, a toy cost £12.95 in December last year, and toys were typically purchased for over £70 for children up to the age of ten during the Christmas period
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