Traditional Toys and Adult Collectors Drive Strong Retail Figures Ahead of Festive Season

Traditional games and stickers are contributing to a strong year for toy sales in the United Kingdom, according to figures released ahead of the vital Christmas shopping period. Market research firm Circana reported that the volume of toys sold up to October rose by 17 percent compared with the same timeframe in the previous year, marking a 10-year high for growth.

This upward trend persists despite ongoing cost-of-living pressures facing consumers. Industry data indicates that some of the most substantial sales growth is occurring in products priced between five and 10 pounds.

The sector has also received a significant boost from adult buyers, often referred to as kidults, who purchase toys and games for themselves. The market for individuals aged over 12 experienced a 22 percent increase in sales value during the first half of the year.

Melissa Symonds, UK toys director at Circana, stated that toys intended for children continue to account for the majority of overall sales and have recorded a successful year. Symonds noted that growing public discussion regarding children's screen time and technology usage has boosted the popularity of hands-on items such as squishy toys, stickers, and building sets like Lego.

According to Symonds, connected toys represent less than one percent of market sales, demonstrating that traditional play retains overwhelming popularity. Additionally, market intelligence firm The Insights Family reported that one in five parents of children aged three to nine stated that opportunities for family play influence their purchasing decisions.