Toy sales in the UK surged 17% through October compared to the same period last year, reaching a 10-year growth high ahead of the Christmas retail rush, according to research company Circana.
The peak shopping season in the UK reaches a rate of 23 toys sold every second, according to BBC News. The market increase comes despite cost-of-living pressures facing consumers.
Sales growth has been particularly strong for items priced between £5 and £10. Traditional, hands-on items such as squishy toys, stickers, and building sets like Lego have driven the momentum.
The wider toy sector has also received a boost from “kidults,” defined as consumers aged over 12 buying toys and games for themselves. This adult market recorded a 22% increase in sales value during the first half of the year, while children’s toys maintained the majority of overall sales.
Family interaction remains a key purchase driver for younger demographics. One in five parents of children aged three to nine report that the opportunity for family playtime influences their shopping decisions, according to market intelligence company The Insights Family.
The panel’s selected list of expected top sellers includes slime, a soft tiger that roars and grows, and a shark that breaks out of an egg. Symonds noted that nearly half of annual toy sales occur during the Christmas build-up.
Reader advised shoppers looking for bargains to shop around while ensuring purchases are made through reputable traders to guarantee safety and authenticity.