Stickers and building sets boost toy sales before Christmas

Traditional games and stickers are contributing to a successful year for the toy industry, according to new figures. This data arrives before the vital Christmas period for retailers, a time when sales reach a peak of 23 toys sold every second in the UK.

Research company Circana stated that the volume of toys sold up to October was 17% higher than during the same timeframe last year. This growth represents a 10-year high, even as consumers face cost-of-living pressures, with significant sales increases noted for toys costing between £5 and £10.

The sector has also been supported by the 'kidult' market, which includes toys and games for individuals aged over 12. This segment saw a 22% rise in the value of sales during the first half of the year as adults increasingly purchase items for themselves.

Melissa Symonds, UK toys director at Circana, noted that toys for children still account for the majority of sales and have performed well this year. She added that public debate regarding children's screen time has bolstered the popularity of stickers, squishy toys, and building sets like Lego.

"Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular," she said.