Parents are buying toys of £30 to £50 but saving money by resisting unplanned, small purchases.
Among the most popular items were soft toys - such as Squishmallows - building sets, action figures and vehicles.Ms Symonds said that these so-called kidults may have been spending their limited disposable income on puzzles rather than nights out.
More than one in four toys and games bought last year went to teenagers and adults, according to NPD research.Despite consumers shopping around on price, the toy industry is comparatively resilient to economic downturns compared with other sectors.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.
The British Toy and Hobby Association, which is holding its annual Toy Fair at London's Olympia, said there was a risk of dangerous products being sold by third-party sellers on these sites. Spokeswoman Kerri Atherton said that these portals did not have the same obligations as the rest of the industry, allowing third-party sellers to list cheaper products without having to invest in quality and safety controls.
She said the association had been pressing ministers on the matter for four years, but now a product safety review was imminent.
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