Fun has overtaken educational value as the primary driver of parents' toy purchasing decisions in the UK, according to new research, as the toy market records its fastest growth in more than a decade.
Industry data analyst Circana found that the UK toy market grew 13 per cent in value over the year to reach £2.64 billion. Britons bought 38 million more toys in the year to September, up 17 per cent to 257 million on the previous year.
Changing priorities in toy buying
Research from market intelligence company The Insights Family found that fun is now the leading factor in parents' toy-buying decisions, overtaking educational value. Value for money and the potential for toys to be played with repeatedly are also increasingly important.
Tom Williams, chief executive at The Insights Family, said: "These findings highlight the important role toys continue to play in children's lives and the evolving priorities of families when it comes to choosing what to buy.
"Fun is now the leading factor in parents' toy-buying decisions, overtaking educational value, while value for money and the potential for toys to be played with repeatedly are also increasingly important. Parents are choosing toys that are entertaining, empowering and deliver a sense of creativity and achievement."
Festive season outlook
Melissa Symonds, executive director of UK toys at Circana, added: "Last December, more than 1,300 toys were flying off shelves every minute during the busiest shopping week, and with sales already well ahead of last year, retailers will be hoping for another bumper festive season."
Among the toys expected to sell strongly this festive season are the furReal Gabby the Grow & Roar Tiger, an interactive plush that transforms from a cub into a larger tiger, and the Primal Hatch Megalodon, a water-activated robotic shark, as well as slime, Paw Patrol figures and KPop Demon Hunters merchandise.
