New findings from The Insights Family highlight how toys fit into the ever-changing lives of families, and how UK parents are “recalibrating how, why and what they buy for their kids”
In an exclusive column for Toys n Playthings, analysts at The Insights Family have delved into the shifting role of play in family life – and how cultural, digital and economic changes are impacting toy purchasing decisions.
“Play in 2026 has a purpose. UK Parents are recalibrating how, why and what they buy for their kids,” the report reads. “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.”
Read the full report below:
