Christmas Toys Driven by Squishies and Building Sets

Traditional games, squishies, and building sets are helping to drive a bumper year for retail toy sales, according to recent figures. As shoppers search for christmas toys ahead of the crucial festive season, industry data shows that the number of items sold up to October was seventeen percent higher than the same period last year. Research company Circana reports that overall growth has reached a ten-year high.

This upward trend comes despite ongoing cost-of-living pressures for consumers, with notable sales increases recorded for items priced between five and ten pounds. Furthermore, the sector has received a significant boost from older demographics. The kidult market, which encompasses games for individuals over the age of twelve, saw a twenty-two percent increase in sales value during the first half of the year as more adults purchase items for themselves.

Melissa Symonds, UK toys director at Circana, noted that standard children's products still represent the majority of transactions. Growing public debate surrounding children's screen time and the safety of connected technology has increased the popularity of hands-on items such as stickers, squishies, and Lego building sets. According to Circana, connected toys account for less than one percent of market sales, demonstrating that traditional play remains exceptionally popular.

Traditional hands-on play is driving a ten-year high in toy sales despite financial pressures.

Concerns regarding connected devices have intensified following investigations into AI-enabled products mishearing prompts. Meanwhile, discussions continue regarding keeping youngsters free from smartphones during school hours. Market research indicates that one in five parents of children aged three to nine are heavily influenced by the opportunity for family interaction when making purchasing decisions.

Paul Reader, chair of the Dream Toys selection panel, emphasized that interaction remains paramount for families. The panel's curated list of anticipated bestsellers features updated iterations of popular favorites, including slime, a soft tiger that grows and roars, and an action figure emerging from an egg. Retail experts advise shoppers to shop around for bargains while ensuring purchases are made through reputable traders to guarantee safety and authenticity.

Why it matters

This surge in traditional toy sales highlights a significant shift in consumer preferences toward hands-on play and family interaction amid growing concerns over screen time and connected device safety. The trend affects holiday retail strategies and purchasing decisions for families navigating household budgets during the festive shopping period.