2026: the year of intention, where play earns its place for UK parents

Play in 2026 has a purpose. UK parents are recalibrating how, why and what they buy for their kids. Economic pressure, cultural shifts and the acceleration of digital life are converging to create a market defined less by novelty, and more by intention. Toys and licensed products are increasingly expected to earn their place in family life, delivering clear value across creativity, learning and wellbeing.

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Financial caution remains a constant backdrop. More than a quarter of parents of 1–16s say they are worried about the wider economy (28%), while concern about employment opportunities sits at 15%, both up year-on-year (13%). These pressures are shaping spending habits across the household. Yet toys sit in a more protected category than many others. While 81% of parents still say value for money influences shopping decisions, the importance of value has declined by 14% year-on-year when it comes to choosing toys and gifts for their kids aged 3-9. Parents are not disengaging from toy spend, as it has increased 28% year-on-year; instead, they are becoming more intentional, prioritising products that feel purposeful, durable or expressive. This creates space for toys that justify price through longevity, modularity or emotional resonance. Brands that can clearly articulate why a product lasts, physically or experientially, are better placed than those relying on impulse or seasonal novelty.

That sense of purpose is closely tied to creativity. The share of parents who want their kids to develop creative skills has risen by 32% year-on-year, alongside a 21% increase in subscriptions to arts and crafts. This reflects sustained momentum behind open-ended play, maker culture and hands-on learning that go beyond single-use entertainment. This momentum favours formats that extend dwell time and repeat use, prioritising play that can be added to, built upon, or refreshed over time. This creates space for brands to flex across multiple creative SKUs rather than being confined to single hero items, increasing potential reach and repeat engagement.

Environmental considerations are also playing a larger role in toy choice. Among parents of 3–9s, 17% now take eco-friendly credentials into account when buying toys for their own kids, up 42% year-on-year. This is shaping demand for toys made from recycled materials such as wood and recycled plastic, and placing greater scrutiny on how toys are manufactured and packaged. This sharp increase shows that sustainability is becoming part of the purchase consideration criteria rather than a niche differentiator.

Health and movement play an increasingly important role in how parents evaluate play. The importance of toys that encourage kids to be active has risen 20% year-on-year among parents buying for their own kids aged 3-9, supporting demand for outdoor play, sports-related toys and physical games. At the same time, technology remains firmly embedded in play culture today. Monthly spending on new tech has grown 22% year-on-year, and 63% now consider the latest design or innovation important when choosing products. This reinforces demand for tech-enabled play experiences, particularly when innovation is linked to skills development, learning progression or multi-format engagement.

Discovery and engagement are continuing to be shaped by digital culture. While traditional TV and YouTube remain part of family routines, TikTok is now used by 51% of parents of 1–16s on a daily basis. Many parents are not just consuming content but creating it alongside their kids, as entertainment becomes more participatory and shared. Within this environment, educational value continues to carry weight, with 74% of parents preferring to buy products with educational benefits, and 64% believing kids can learn through video games, up 14% year-on-year. This increases demand for brands that can credibly support learning narratives, whether through gameplay or structured progression, and it raises the bar on educational positioning, not just awareness or character recognition. Toys and games that sit at the intersection of entertainment, skills development and interactive play are aligning closely with parents’ expectations.

Alongside innovation, familiarity plays a growing role. Nostalgia-driven purchasing is on the rise, with 14% of parents of 3–9s saying toys that remind them of their own childhood influence buying decisions, up 19% year-on-year. This supports continued interest in classic formats, retro design cues and established IPs that resonate across generations, as the relatability of storylines and characters still holds.

Overlaying all of this is a growing emphasis on values. Social responsibility now influences purchasing decisions for 68% of parents, while 62% are guided by whether a brand supports charitable causes. Among parents of 3–9s, a small but growing share are opting to donate to charity instead of buying gifts for other kids (8%). For toy companies, this points to rising expectations around transparency, ethics and purpose alongside product appeal.

Taken together, 2026 is likely to be characterised by a more intentional parent mindset. Parents are editing their lives more carefully; toys remain central to family life, but are increasingly expected to support creativity, learning, movement and shared experiences, while reflecting the values parents want to pass on. In 2026, momentum sits with fewer, stronger propositions, designed to last longer in homes, travel further across categories, and align more clearly with parents’ expectations.

For access to independent, forward-looking market intelligence on the global kids and family economy, chat with a member of our team:theinsightsfamily.com/contact.

Source: The Insights Family, survey of parents of 1–16-year-olds, September–November 2025 (n=2,755).