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Traditional toys and building sets drive record sales ahead of Christmas
Toy sales in the UK have reached a 10-year high, driven by traditional games, building sets, and growing demand from adult buyers.
Figures from research company Circana show that toy sales up to October were 17% higher than the same period last year. Traditional hands-on play, including stickers, squishy toys, and building sets like Lego, remained overwhelmingly popular amid ongoing public debate about children's screen time. Despite cost-of-living pressures, the sector has also been supported by the growing 'kidult' market, with toys and games purchased for those aged over 12 seeing a 22% increase in sales value during the first half of the year. Retail experts note that many shoppers are focusing on affordable items priced between £5 and £10 as the crucial Christmas shopping period approaches.
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