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The Toy Story effect? Four in five parents are introducing their favourite childhood characters to their own children

The Toy Story effect? Four in five parents are introducing their favourite childhood characters to their own children

New UK research, released to mark the arrival of Disney and Pixar's Toy Story 5, reveals how nostalgia and creativity are shaping play today.

close up of brand new toys for Toy Story 5 launch with V&A museum in background

Hollie Bond

Published: June 18, 2026 at 9:49 AM

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Modern childhood may involve more screens than ever before, but experts say the foundations of healthy play haven't changed.

New UK research, released ahead of Disney and Pixar's Toy Story 5 on Friday 19th June, found that 75% of parents still feel emotionally attached to the toys, characters and fictional worlds they grew up with, while 80% have introduced those favourites to their own children.

The survey, commissioned by Mattel, suggests today's families are embracing what experts describe as "blended play", where traditional toys, storytelling and technology work together rather than compete.

Parents are passing childhood favourites down to the next generation

father and son lying on the floor playing happily with race track toy

The research, which surveyed 1,000 UK parents of children aged 0 to 10, found nostalgia remains a powerful part of family life.

Among the key findings were:

75% of parents still feel emotionally attached to toys, characters and fictional worlds from their own childhood
80% have introduced their favourite childhood characters to their own children
79% of Gen Z parents say they still feel emotionally attached to the toys and characters they grew up with
45% say watching their children play with toys from their own childhood sparks feelings of nostalgia

But while parents are looking back, children's play habits are changing.

The research found children now engage with an average of five fictional worlds or franchises every day through toys, television, YouTube, gaming and imaginative play, compared with many parents who grew up immersed in just one or two.

Children's play is changing, but their developmental needs aren't

Despite growing concerns around screen time, child development expert Dr Jacqueline Harding says the fundamentals of healthy childhood remain the same.

Even though childhood is changing, children's brains are not. They still need human interaction. They still need traditional toys. They still need the delight and love of play.

Dr Jacqueline Harding, child development and education expert

Dr Harding, author of The Brain That Loves to Play, encouraged parents to look beyond simply measuring screen time.

"Observe your child. See how they're interacting with the screen, with the toy, how they're moving from digital to physical and back again."

She also explained why childhood toys can leave such lasting memories.

"We get attached to our toys as a result of the fictional worlds they teleport us into.

"For many adults, toys are tied to memories of comfort, creativity and identity during childhood, which is why seeing those same characters resonate with their own children can reactivate powerful memories and create a unique emotional bridge between generations."

Today's toys are becoming part of a bigger play experience

The study found 81% of parents believe children now expect toys to be more interactive and responsive than previous generations did.

Meanwhile:

72% believe modern play is more immersive than when they were children
68% say toys now feel more like experiences than traditional playthings
70% believe the most successful toys are those that evolve with each new generation

Speaking about how children's play is changing, Céline Ricaud, Director of Marketing Activation EMEA at Mattel, said:

"We don't see toys now as a single product that we sell. We see them as part of an interconnected play experience where the toy is part of a wider ecosystem."

She added: "Kids do not see the discrepancy or conflict between digital and physical. Technology is there in service of the toy. It's not a toy that's just tech."

Imagination still comes first

Lonely three year old girl playing on her own with her wooden dolls house in a domestic living room

While technology is playing a bigger role in children's lives, experts agreed creativity and storytelling remain at the heart of play.

Catherine Ritman-Smith, Head of Learning and Engagement at Young V&A, said: "Children want to make their own narratives, assert their personalities in the world and feel like there's something that they can control and originate."

"That shared time together is incredibly precious."

Interestingly, she also revealed that some of the museum's most popular play experiences don't involve technology at all.

"The most popular interactive experience is actually a wooden doll's house."

The findings echo parents' priorities too. Nearly nine in 10 (89.5%) say shared play strengthens family bonds, while 88% believe screens and mobile devices can sometimes distract children from traditional imaginative play. Creativity was ranked as the most important element of play by 48% of parents.

Why nostalgia still matters

The research was released to coincide with the launch of Disney and Pixar's Toy Story 5, with experts saying long-running stories can help families connect across generations when they continue to evolve.

Lara Anderson, Disney and Pixar Brand Commercialisation Director, said: "Nostalgia is very important, but it opens the door. It doesn't do all the work for us. Families really engage with nostalgia when it is re-expressed for today. The strongest brands respect the past, but they also evolve for today.

"Technology's role is to support creativity and support storytelling rather than fight against it," she added.

Toy Story 5: What parents need to know

Jessie, Woody and Buzz Lightyear attend the "Toy Story 5" UK launch event at Odeon Luxe Leicester Square on May 28, 2026 in London, England.

Release date: Toy Story 5 arrives in UK cinemas on 19 June 2026.
Why it's making headlines: The film marks 30 years since the original Toy Story, introducing Woody, Buzz and the gang to a new generation of families.
The research link: Mattel commissioned the new UK survey ahead of the launch of its Toy Story 5 toy range to explore how children's play is evolving.

Authors

journalist and two young kids sat on a bench in France for a review of Eurocamp

Hollie BondSenior Digital Journalist

Hollie is Senior Digital Journalist at MadeForMums. She writes articles about pregnancy, parenting, child health and getting pregnant. She has written for a number of national lifestyle magazines and websites over the past 12 years including Family History Monthly, You and Your Wedding and Muddy Stilettos. She has two children aged 5 and 8 and hasn't slept since 2017!