Parents regret expensive toy purchases as research shows books cost just 31p per play

Books cost parents just 31p a day before kids get bored of them - compared to nearly £5 for devices like tablets, according to research.

A survey of 1,000 parents with children up to the age of 12 showed bicycles, electric toys such as Scalextric and fantasy playsets, such as castles and dolls houses, also have the highest cost-per-play ratio before a child gets bored of them.

These toys all average a cost of more than £4 per play, with a novelty racing track working out at almost £4.96 per use and iPads offered the least value.

As such six in 10 have found themselves regretting an expensive purchase as parents believe their children have an average of six expensive toys they now barely play with..

The research was commissioned by children's audio platform Yoto, which makes audio players that kids control without using a screen.

CEO Ben Drury said: "Christmas can be quite a costly time; so naturally parents are going to be weighing up what items are going to offer them 'true' value while keeping the kids entertained."

"So often, a child can obsess over a character or particular toy for a short period before moving onto something else leaving parents with an expensive product to store away."

"But ultimately, every parent wants a child to be thrilled and repeatedly use a more costly purchase regularly."

Outdoor toys such as scooters or skateboards came in at £1.25 per use, while sports equipment averaged at £1.37. While educational toys such as shape sorters worked out at only 69p per play, with water toys such as super soakers or pool toys at 72p.

Losing interest quickly, preferring other toys, or items requiring batteries becoming a hassle were the top reasons pricey purchases don't get used.

When kids lost interest, 43 per cent or parents are happy to hand unused toys to friends and family, while 32 per cent will hang on to them in the hope younger siblings will have more interest.

When it comes to choosing a gift, parents consider their child's specific request, the educational benefits, and entertainment value.

Data from Yoto shows that over 75 per cent of customers continue using their audio players three years after purchase, averaging a daily cost of 9p.

Ben Drury from Yoto commented: "There are different ways to balance out the value you feel you can get from a present for a child."

"Items such as books and art supplies are low cost and high engagement, but may not deliver the biggest 'wow factor' on Christmas morning. While some products cost more, parents need to consider the amount of actual time a child plays with a present."

"If kids are engaged with a gift for a long time and on a regular basis while learning and developing it can pay itself off tenfold. And if it can help a child use their imagination, even better - bringing books and stories to life can really feed a child's creativity and you can't put a price on that."