World
Traditional toy sales surge as public debate over screen time intensifies
Toy sales have reached a 10-year high, driven by a growing preference for traditional games, stickers, and building sets as concerns over screen time mount.
Research company Circana reports that toy sales up to October are 17% higher than the same period last year, marking a 10-year high for growth. Experts point to increasing public debate surrounding children's screen time and the suitability of connected devices as factors keeping hands-on, traditional play overwhelmingly popular. Additionally, the market has been boosted by adults purchasing toys for themselves, with the kidult market seeing a 22% increase in sales value during the first half of the year. Despite cost-of-living pressures, retailers have noticed significant growth particularly among items priced between £5 and £10 as families approach the Christmas shopping season.
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