Parents are increasingly buying toys and games for themselves, despite cost-of-living pressures, new research suggests. Analysts NPD said more than one in four toys and games bought last year went to adults and teenagers. So-called kidults may be spending their limited disposable income on puzzles rather than nights out, it added. Among the most popular items sold were soft toys such as Squishmallows, building sets, action figures and vehicles. It came as toy sales overall fell in 2022 as parents cut back on low-cost impulse buys. The number of toys and games sold fell by 6% compared with the previous year, NPD said. Parents typically bought toys of £30 to £50, but resisted small and unplanned purchases, with sales of "pocket money toys" under £10 falling sharply. The average price of a toy is £10.54. With price so important to consumers, the toy industry has been lobbying the government over rules regarding the sale of cheap, potentially low-quality products on internet marketplaces.
