Nearly half of toys sold under £15 as parents cut back

Toys sold for little than £15 accounted for astir fractional of the UK marketplace past year, arsenic unit from the rising outgo of surviving continued to carnivore down connected consumers.

Sales of toys and games were down 3.7% by worth connected the erstwhile year, manufacture analysts Circana said, arsenic parents tightened their belts and sought retired lower-priced presents for children.

Despite the inclination of adults progressively buying toys and games for themselves, traders said wide income had felt the interaction of an "unsettled economical landscape".

Retailers are progressively pinning their hopes connected collectables, appealing to adults and children, which are debased successful terms but tin punctual aggregate purchases.

The Squishmallows Plush 8" Assortment, which typically sells for astir £8.50, retained its presumption arsenic the top-selling point for the 2nd twelvemonth running.

Squishmallows became fashionable during the pandemic erstwhile radical shared their collections connected societal media, and said that hugging the toys helped them to consciousness calmer and little anxious.

Toys costing little than £15 accounted for 47% of the marketplace successful value, and 8 successful 10 sales. Items costing little than £10 accounted for 28% of the market.

Alongside little prices, parents are seeking amended value, according to Melissa Symonds, enforcement manager of UK toys astatine Circana.

That whitethorn mean rejecting the instant gratification seen during the unboxing craze of caller years, successful spot of toys that children instrumentality to play with regularly.

The British Toy and Hobby Association (BTHA) holds its 71st yearly Toy Fair successful London implicit the adjacent 3 days, with hopes for a rebound successful fortunes of the assemblage done innovation.

That volition spot further releases of much mini oregon micro collectable items, ranging from adjacent smaller cuddly toys to stickers.

However, the assemblage whitethorn again beryllium relying connected adults buying for themselves arsenic overmuch arsenic their children - with nostalgia and gathering sets specified arsenic Lego expected to merchantability good again adjacent Christmas.

Ms Symonds said immoderate couples were adjacent giving each different Lego flowers connected Valentine's Day. The artifact ceramic firm's botanicals scope was 2nd lone to Stitch quality toys arsenic the fastest increasing inclination of past year.

Ms Symonds said Formula One themed toys and sets were acceptable to deed the shelves successful greater numbers successful 2025, driven (in much ways than one) by collectable cards and a caller movie starring Brad Pitt to beryllium released aboriginal successful the year.

Sales of toys and games saw a large assistance during Covid arsenic much families spent clip astatine location during lockdowns, but income person fallen since 2021.

A falling commencement rate, the outgo of surviving and less large deed movie franchises person been blamed for hitting the marketplace past year.

Kerri Atherton from the BTHA said: "These latest figures person undoubtedly been shaped by the existent unsettled economical scenery which is impacting people's spending crossed a wide scope of user goods, including toys.

"However, it is promising to spot determination are pockets of accrued walk crossed the UK artifact sector."