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

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.

Ms Symonds said some couples were even giving each other Lego flowers on Valentine’s Day. The toy brick firm’s botanicals range was second only to Stitch character toys as the fastest growing trend of last year.

Ms Symonds said Formula One themed toys and sets were set to hit the shelves in greater numbers in 2025, driven (in more ways than one) by collectable cards and a new film starring Brad Pitt to be released later in the year.

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 BTHA 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.”