Traditional games and stickers are helping to drive a bumper year for toy sales, figures show.
The data comes ahead of the crucial Christmas run-in for retailers, which peaks at 23 toys sold every second in the UK.
The number of toys sold up to October was 17% higher than the same period last year and growth is at a 10-year high, according to research company Circana.
The increase comes despite consumers’ cost-of-living pressures, and there are signs that some of the biggest growth in sales is for toys priced between £5 and £10.
Despite relatively low sales in recent years, the toy sector has been buoyed by sales to “kidults”.
The kidult market – which is toys and games for those aged over 12 – has been growing, particularly as adults buy toys for themselves.
This growth has continued with a 22% increase in the value of sales in the first half of the year.
But Melissa Symonds, UK toys director at Circana, said that toys for children – which still represents the majority of sales – had recorded a good year so far.
Growing public debate around children’s screen time and the role of technology meant squishy toys, stickers and building sets such as Lego were popular.
“Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular,” she said.