A new study reveals that three-quarters of parents still feel emotionally connected to the toys they loved as children. The research, which surveyed 1,000 UK parents with children aged 10 and under, found that half regularly experience nostalgia about the toys, characters, and brands from their youth.
Sharing Beloved Characters
Eight in 10 parents have shared their cherished characters with their own children. Almost half (45%) reported that seeing their children play with toys from their childhood triggers feelings of nostalgia and joy. However, 80% believe today's youngsters increasingly expect toys that are more responsive, interactive, and engaging.
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. This line includes classic toys from 30 years ago with new interactive features, such as conversations, sounds, and reactions through movement and play.
Expert Insights
Dr Jacqueline Harding, an international childhood development and education expert, commented: "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."
She added: "What's changing now is not the importance of imaginative play, but the way children's brains experience it. Today's children are growing up in an always-on interactive world, so naturally they expect play to feel more immersive and responsive too."
Changing Play Patterns
The study indicates that children today flit between five different characters, franchises, and imaginary worlds in a single day as they alternate between toys, streaming shows, games, and make-believe roleplay. In contrast, 21% of parents reported their own childhoods were influenced by just one or two fantasy worlds, according to data from OnePoll.com.
Over two-thirds (68%) believe contemporary toys now seem more like 'experiences' than traditional playthings, merging storytelling, sounds, and interaction into one. However, 88% agreed that screens and mobile devices can sometimes distract children from traditional imaginative play.
For 70%, the most successful toys are those that can adapt with each new generation, with 72% saying play has become more immersive and interactive than ever. Creativity remains the most important element of modern play for parents, with 48% selecting it as a top priority, ahead of imagination, learning, and technology-led interaction.
Family Bonds
Regardless of how play continues to evolve, nine in 10 agreed that shared play remains 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."
