Squishies and building sets are taking over Christmas wish lists – and there’s a surprising reason why

Squishy toys and Lego-style building sets are among the biggest sellers as UK toy sales hit a 10-year high.

Happy child opening presents at christmas.

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Published: November 11, 2026 at 12:53 PM

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Squishy toys, stickers and building sets are proving to be big hits with children this year, as traditional, hands-on play helps drive a boom in UK toy sales ahead of Christmas.

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The number of toys sold in the UK up to October was 17% higher than during the same period last year, with growth reaching a 10-year high, according to research company Circana.

And with as many as 23 toys sold every second during the peak Christmas shopping period, retailers are gearing up for a particularly busy festive season.

Hands-on play is popular

Squishy toys and stickers have seen the biggest increase in sales so far this year, rising by 45%, while building sets are also proving popular, with sales up 32%.

Other categories enjoying a boost include action figures and accessories, up 17%, and traditional games, also up 17%. Plush toys have seen an 11% increase, while outdoor and sports toys are up 9%.

Melissa Symonds, UK toys director at Circana, says growing public debate around children's screen time and the role of technology is helping to drive interest in traditional toys.

"Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular," she says.

Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular.

Melissa Symonds, UK toys director at Circana

Parents are looking for toys the whole family can enjoy

It's not just children who are influencing what's landing in Christmas stockings. Toys and games aimed at older children and adults, known as the 'kidult' market, are also enjoying a boost.

The category covers toys and games for people aged over 12, with adults increasingly buying toys for themselves. The value of sales in this market rose by 22% during the first half of 2026.

However, toys for children still account for the majority of sales, and there are signs that parents are looking for more opportunities to get involved in playtime.

Research from market intelligence company The Insights Family found that one in five parents of children aged three to nine say the chance to play together as a family influences their toy-buying decisions.

Paul Reader, who chairs the Dream Toys selection panel of retailers and experts, says parents want to be more involved in their children's play. "Nothing beats a board game with that. Nothing beats a bit of interaction," he says.

Cheaper toys are also proving popular ahead of Christmas

Despite the rise in sales, the figures come at a time when many families are still feeling the pressure of the cost of living. And with nearly half of all toy sales taking place in the run-up to Christmas, the amount parents spend is likely to remain a key consideration.

Circana's figures suggest that some of the strongest growth is among toys priced between £5 and £10, offering families the chance to pick up affordable presents and stocking fillers.

What should parents look out for when buying toys?

The panel behind the annual Dream Toys list has also selected a range of toys expected to be popular this Christmas. Its picks include variations on recent favourites, such as slime, a soft tiger that roars and grows, and a shark that breaks out of an egg.

With bargain toys likely to be tempting as Christmas shopping gets under way, parents are being encouraged to compare prices while checking where they buy from.

Reader advises shoppers to look around for the best deals, but warns that it's important to buy from reputable retailers.

Buying from trusted traders can help ensure toys are genuine and safe, particularly when shopping for cheaper products or unfamiliar brands.

With squishies, building sets and traditional games all enjoying a surge in popularity, this year's toy trends suggest that children don't necessarily need the latest connected gadget to have fun.

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Authors

Serafina Kenny journalist headshot

Serafina KennyDigital Journalist

Serafina Kenny is a Digital Journalist at MadeForMums. She writes news and features and has expertise in health, nutrition, relationships, and history. She has previously written for Business Insider, Women's Health, Stylist, Men's Health US, The i Paper, Dazed, and more. You can contact her with tips and story ideas (or compliments!) at serafina.kenny@immediate.co.uk.

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