Christmas toy warning as spending on children's gifts soars to £82 a month

The UK toy industry is experiencing a significant revival in the run-up to Christmas, buoyed by the "kidult" trend and a surge in nostalgia-driven purchases, according to recent figures. The Toy Retailers Association has unveiled its annual DreamToys list, which forecasts the season's 20 hottest items, with prices ranging from a modest £9.99 sticker book to the more extravagant £79.99 FurReal Peanut the Playful Monkey.

Parents are now spending an average of £82 per month on children's gifts, up from £61 in 2021, as reported by the Insights Family. Tom Williams, CEO of the Insights Family, commented: "Despite financial pressures, our parents insights data is clearly showing that toys are still an essential part of the Christmas magic in households across the UK."

Circana, a market research firm, estimates the UK toy market's value at around £3.4 billion for the year ending September 2024. Last Christmas saw a staggering £900 million spent on toys, representing 26% of the year's total toy sales.

Melissa Symonds, Executive Director of UK Toys at Circana, remarked: "Despite a backdrop of economic uncertainty, the UK toy industry is seeing a remarkable resurgence, driven by the kidult trend and a demand for nostalgia-fuelled purchases."

She added, "With these nostalgic adults now accounting for 29% of spend on toys, and categories like building sets, plush toys, and collectibles taking centre stage, it’s clear that toys have a unique power to bring joy across generations."

"As we enter a pivotal final quarter, with December 25 falling midweek, we’re set for a record-breaking season that captures the magic of play in both young and old alike."