A recent poll of 1,000 UK parents with children aged 10 and under has found that three in four still feel emotionally attached to the toys they loved as children. The research, conducted by OnePoll.com on behalf of Mattel, reveals that half of the respondents often feel nostalgic about the toys, characters, and franchises from their youth.
Passing on the love
Eight in ten parents have introduced their favourite childhood characters to their own children. Nearly half (45%) said watching their children engage with toys from their own childhood makes them feel nostalgic and happy. However, 80% believe that children today increasingly expect toys to be more responsive, interactive, and immersive.
Evolving play
The study was commissioned by Mattel to explore how play is evolving for a new generation, following the launch of its Disney and Pixar 'Toy Story 5' line. The new collection includes classic toys from 30 years ago, now with interactive features capable of conversations, sounds, and reactions through movement and play.
Dr Jacqueline Harding, an international childhood development and education expert collaborating with Mattel, said: "We get attached to our toys as a result of the fictional worlds they teleport us into. For many adults, toys are tied to memories of comfort, creativity, and identity during childhood – which is why seeing those same characters resonate with their own children can reactivate powerful memories and create a unique emotional bridge between generations."
Changing play patterns
The research suggests that children now move between five different characters, franchises, and fictional worlds in a single day as they switch between toys, streaming shows, games, and imaginative roleplay. In contrast, 21% of parents said their own childhoods were shaped by just one or two make-believe worlds.
More than two-thirds (68%) believe modern toys now feel more like 'experiences' than traditional playthings, blending storytelling, sounds, and interaction. However, 88% agreed that screens and mobile devices can sometimes distract children from traditional imaginative play.
Key qualities of modern play
For 70% of parents, the most successful toys are those that can evolve with each new generation, with 72% saying play has become more immersive and interactive than ever. Creativity was ranked as the most important element of modern play by 48% of parents, ahead of imagination, learning, and technology-led interaction.
Regardless of how play evolves, nine in ten agreed that shared play is important for strengthening family bonds and emotional connections.
Catherine Ritman-Smith, head of learning and engagement at the Young V&A, which will host a closed panel event discussing these themes, said: "Play is a fundamental part of childhood, supporting learning, exploration, and the development of new skills. While the ways children play may evolve, imagination remains at the heart of the experience. Children still want creativity, roleplay, adventure, and emotional connection – and those qualities are as important today as they have ever been."
