Nearly half of toys sold under £15 as parents cut costs

The Squishmallows Plush 8″ Assortment, which typically sells for about £8.50, retained its position as the top-selling item for the second-year-running.

Squishmallows became popular during the pandemic when people shared their collections on social media, and said that hugging the toys helped them to feel calmer and less anxious.

Toys costing less than £10 accounted for 28% of the market.

The British Toy and Hobby Association’s 71st annual Toy Fair takes place in London over the next three days, with hopes for a rebound in fortunes through innovation.

That will see further releases of mini or micro collectable items.

However, the sector may again be relying on adults buying for themselves as much as their children – with nostalgia and building sets such as Lego expected to sell well again next Christmas.

Sales of toys and games saw a big lift during Covid as more families spent time at home during lockdowns, but sales have fallen since 2021.

A falling birth rate, the cost of living and fewer big hit film franchises have been blamed for hitting the market last year.

Kerri Atherton, from the association, said: “These latest figures have undoubtedly been shaped by the current unsettled economic landscape which is impacting people’s spending across a wide range of consumer goods, including toys.

“However, it is promising to see there are pockets of increased spend across the UK toy sector.”