Parents Opt for Screen-Free Toys Amidst Growing Concerns Over Technology's Impact on Children

Parents are increasingly seeking alternatives to screen-based entertainment for their children, leading to a rise in the popularity of traditional and screen-free toys ahead of the festive season. This trend emerges after a year marked by heightened concerns regarding the impact of modern technology on childhood development.

Retailers such as The Entertainer and Hamleys have reported that their top Christmas toy selections are entirely screen-free. The Entertainer's list includes construction sets like Meccano Pro Aston Martin, interactive toy pets, kitchen playsets, and LEGO. Geoff Sheffield, buying director at The Entertainer, noted a significant change in parental attitudes towards playtime, stating, "Screens are part of everyday family life now, so lots of parents are looking for ways to get the balance right. Toys that get children switching off and diving into something different are a big part of that."

Sheffield further explained that parents are prioritizing toys that foster creativity, build confidence, and encourage independent play, rather than focusing solely on the latest gadgets. "What really stands out this year is that parents aren’t necessarily after the latest gadget or the toy with the most bells and whistles," he said. Alongside enduring favorites like Meccano, Hot Wheels, and LEGO, sensory toys such as squishies have also seen an uptick in popularity. Sheffield acknowledged that digital toys can offer educational benefits, but emphasized the enduring appeal of traditional play, adding, "it’s so heartening to see that, even today, families still love good old-fashioned play. Sometimes the simplest toys spark the biggest imaginations."

Industry data from Circana indicates a 6 percent increase in UK toy sales in 2025, reaching £3.9 billion, marking the first industry sales growth since the pandemic. Victoria Kay, head buyer at Hamleys, observed a growing demand for toys that promote imaginative and personalized play. "Hands on, engaging toys appeal because they give children the freedom to shape their own adventures and build stories around characters they love, rather than simply following instructions or a screen," Kay stated. She highlighted a significant shift, noting that Hamleys' top 15 festive toys list includes no screen-linked items, a stark contrast to previous years.

Daisy Greenwell, founder of Smartphone Free Childhood, lauded this trend, commenting, "Parents everywhere are pushing back against the idea that screens equal pay - and it’s brilliant to see toy shops reflecting that this Christmas." She contrasted screen-based toys that "do the playing for children" with traditional toys that "hand the imagination back," citing LEGO and dress-up boxes as examples of items that allow children to create their own narratives.

Smyths Toys Superstores also reported a comeback for screen-free play. Sinead Byrne, European marketing director, noted that families are rediscovering toys and games that facilitate disconnection from screens and foster family connection. The retailer has observed strong interest in LEGO, board games, and creative toys, including drawing and craft sets. "There's something brilliantly nostalgic about everyone gathering around a game or enjoying an activity together, creating those shared moments and memories that Christmas is all about," Byrne remarked. Smyths Toys' festive picks include the Drawing Robot Set, Gui Gui Salish Deluxe Haul, and games such as Rump Race and UNO Show 'Em No Mercy Extreme.