It is an increasingly common complaint as parents berate their children for being constantly on their screens.
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parents → berate → screens
But now it seems the tide is turning as it emerged sales of screen-free toys are rising ahead of the festive season after a year of increased concern about the impacts of technology on children.
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sales → seem → children
Featuring on The Entertainer’s list is a Meccano Pro Aston Martin car construction set, an interactive toy tiger pet, Early Learning Centre mini kitchen set, and a Lego set.
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set → feature → list
Geoff Sheffield, buying director at the shop, said: ‘We’re seeing a real change in how parents think about playtime.
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parents → say → playtime
Screens are part of everyday family life now, so lots of parents are looking for ways to get the balance right.
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balance → look → ways
‘Toys that get children switching off and diving into something different are a big part of that.
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children → get → that
This comes after a year of heightened scrutiny of the effects of modern technology on children.
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This → come → children
A social media ban for under 16s was announced by former prime minister Keir Starmer to come into effect next year.
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ban → announce → effect
Mr Sheffield said: ‘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.
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parents → say → bells
‘They want toys that keep children happily busy but also give them something back, whether that’s sparking their creativity, building their confidence, or simply helping them enjoy playing on their own for a while.’
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them → want → while
He added that along with old favourites such as Meccano, Hot Wheels and LEGO, sensory toys such as squishies have seen a rise in popularity this year.
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toys → add → popularity
‘Of course, digital toys have their place too, and technology can offer some fantastic learning experiences.
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technology → have → experiences
‘But it’s so heartening to see that, even today, families still love good old-fashioned play.
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families → ’ → play
Sometimes the simplest toys spark the biggest imaginations,’ Mr Sheffield said.
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Sheffield → spark → imaginations
In 2025, UK toy sales increased by 6 per cent to £3.9billion, according to data from Circana, marking the first rise in industry sales since the pandemic.
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sales → increase → pandemic
Victoria Kay, head buyer at Hamleys, said: ‘We’re seeing a growing interest in toys that encourage personalised play, allowing children to use their imaginations.
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children → say → imaginations
‘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.’
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they → appeal → instructions
Screen-free toy sales have been on the rise
In a ‘significant shift from four or five years ago,’ Ms Kay added that the retailer’s top 15 festive toys list, which is set to be released on Wednesday, ‘doesn’t include a single toy linked to a screen’.
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which → add → screen
Daisy Greenwell, founder of Smartphone Free Childhood, said: ‘Parents everywhere are pushing back against the idea that screens equal pay - and it’s brilliant to see toy shops reflecting that this Christmas.
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shops → say → that
‘So many screen-based toys do the playing for children.
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toys → base → children
The best toys do the opposite - they hand the imagination back.
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they → do → imagination
‘A box of Lego or a dress-up box can be whatever a child dreams up.
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child → dress → whatever
A game on a tablet is only ever what someone else designed it to be.’
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it → design → tablet
Meanwhile, Smyths Toys Superstores said that 'screen-free play continues to make a comeback'.
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play → say → comeback
Sinead Byrne, European marketing director at the toy retailer, said: 'Families are rediscovering toys and games that give them a chance to switch off and connect with each other.
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that → say → other
At Smyths Toys, we've seen particularly strong interest in LEGO, games and creative toys for 2026, from hands-on drawing and craft sets to laugh-out-loud family games.
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we → see → games
'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.
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Christmas → be → that
Included in the retailer's top festive picks are the drawing Robot Set, Gui Gui Salish Deluxe Haul, and games such as Rump Race and UNO Show 'Em No Mercy Extreme.
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drawing → include → Extreme
The Aporia
