Stickers and building sets help drive toy sales ahead of Christmas rush

UK toy sales rose 17% up to October compared with the same period last year, reaching their strongest growth in a decade, despite pressure on household budgets. The figures suggest traditional, hands-on play is helping drive demand as families and the toy industry head into the crucial Christmas shopping period.

Sales of toys priced between £5 and £10 have grown, while toys and games bought by people over 12 saw a 22% rise in value in the first half of the year. Squishy toys, stickers and building sets are popular; connected toys account for less than 1% of sales. Nearly half of annual toy sales happen before Christmas, and parents are paying attention to both cost and safety.