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  1. ITV Report

Traditional toys are making a comeback, according to study

A Snow Glow Elsa Doll from the Disney film Frozen Credit: PA

Turn off the iPads and unplug the Playstation - traditional toys are making a comeback, according to research.

Sales of traditional toys and games in the UK grew 5% last year to £2.93bn, spurred on by blockbuster film successes.

Disney's Frozen gave toy manufacturers a boost as they cashed in on the demand for dolls and dress-up costumes.

Classic toy brands such as Pokemon and Teenage Mutant Turtles also evoked a sense of nostalgia from parents.

This made them more likely to buy toys from these "retro" ranges, rather than buy more recent fads, according to the research from Euromonitor.

People queue outside Hamleys toyshop for the early launch of the new action figure collection Credit: PA

The release of sequels to successful retro boys’ action film franchises, such as Spider-Man, Transformers and X-Men have also helped the sales of licensed traditional toys rise in the last year, according to the study.

ransformers Stomp and Chomp Grimlock toy Credit: PA

Top toys by sales figures:

  • Construction, £404.3m
  • Dolls and accessories, £287.6m
  • Action figures and accessories, £260.1m
  • Games and puzzles, £259.4m
  • Pre-school, £259.4m
  • Outdoor and sports, £204.7m
  • Arts and crafts, £196.6m
  • Radio/remote control, £176.8m
  • Infant (19-36 months), £165.3m
  • Dressing-up and role play, £155.7m

Lego remained immensely popular, helping the construction toy sector sales rise to £404.3m last year, from just £177.6m in 2009.

"Everything is awesome" for the Danish toy company as it recently was named the world’s most powerful brand, following record sales of £2.77bn in 2014.

Storm Troopers march over London's Tower Bridge in Miniland at Legoland Windsor Credit: PA

Toy sales have also been influenced by online shopping.

Euromonitor said the internet is the fastest growing retail channel, accounting for 22% of total toy sales last year.

Euromonitor expects sales to continue to rise for traditional toys as British consumers have a "great appetite for dressing up and role play, unmatched anywhere in Europe".