British families bought more toys through September as spending in the UK sector grew, while new research found parents increasingly consider fun and opportunities for shared play when choosing products.
The Independent reported that industry data analyst Circana counted 257 million toys bought in Britain in the 12 months through September, a 17% rise from a year earlier. Circana valued the UK market at £2.64 billion, up 13%, marking its strongest annual growth in more than 10 years.
The Insights Family’s research, also reported by The Independent, found that enjoyment now ranks above educational value in parents’ toy choices. Children spent 10% more time playing with toys and games on weekends than in the previous year, the company found. One in five parents whose children are ages 3 to 9 said the opportunity to play together as a family influences their purchases.
Tom Williams, chief executive of The Insights Family, said parents are giving more weight to a toy’s value for money and whether children can play with it repeatedly.
The Toy Retailers Association’s DreamToys lineup, released for Christmas, contains 15 picks chosen by a panel of retailers and toy experts, The Independent reported. The selection spans construction sets, collectibles and interactive playthings.
The lineup includes LEGO® Creator 3 in 1 Iconic Pirate Ship, a set that can become three different models, and Pokémon Trading Card Game: 30th Celebration Elite Trainer Box, tied to the franchise’s 30th anniversary. The interactive furReal Gabby the Grow & Roar Tiger changes from cub to larger tiger, while Primal Hatch Megalodon Specimen is a water-activated robotic shark. Other picks include a sensory slime kit and a keyboard-shaped collectible set.
Melissa Symonds, Circana’s executive director of UK toys, said the busiest shopping week last December saw more than 1,300 toys sold each minute. Sales were already well ahead of the previous year, she said, while retailers were looking toward another strong Christmas period.
