Parents are spending heavily on mystery toys as a craze in wrapped-up collectables is set to dominate Christmas sales. Sales of collectable toys - such as the L.O.L. range - have risen by 30% in the year so far, compared with the same period of 2017. Inspired by "unboxing" videos on sites such as You Tube, the product comes with layers of wrapping before the child reaches the mystery toy inside. There are various toys to collect. Launched in April last year by privately-owned MGA Entertainment, the creators of the Bratz dolls, with no TV advertising, the level of success of L.O.L. was a surprise to the company itself, according to its managing director in the UK, Andrew Laughton. They now account for three in 10 of toys sold, analysts say.The British toy market has dipped by 5% in the first nine months of the year, compared with the 2017 equivalent, according to sector analysts NPD. Spending on Christmas toys totals £110 per child up to the age of 11, down from £121 a year ago.
