Toy sales hit 10-year high driven by building sets and squishies

Research company Circana reports that toy sales have surged ahead of the Christmas shopping season despite ongoing cost-of-living pressures. Traditional hands-on toys and building sets have seen significant growth as consumers move away from connected devices, while the kidult market for buyers over 12 has also expanded. Industry experts note that items priced between £5 and £10 have seen strong sales increases. Meanwhile, family interaction and concerns over children's screen time are continuing to influence purchasing habits among parents looking for traditional board games and tactile toys.