Toys and play 2024
94% of parents research toys before buying, with Mumsnet being a trusted source for recommendations
(Research published: September 2024)
We kicked off our 2024 Toys and Play survey by diving deep into the evolving world of play and toy purchasing decisions, speaking to 1,072 parents about what truly matters when it comes to toys.
After examining the trends, we’ve been exploring the key shifts in how playtime fits into modern parenting, including:
Blending creativity, learning, and screen-free fun to meet the demands of today’s families.
Unveiling how nearly all parents (99%) view toys as crucial for sparking imagination.
Recognising the shift towards year-round toy buying, with parents seeking advice and recommendations from fellow parents on Mumsnet.
Toys are no longer just for Christmas—they’re a tool for development and family connection, with parents prioritising toys that promote independent play and strengthen family bonds.
We also spotlight how parents are shifting away from traditional gender roles: half of parents encourage cross-gender play, though 71% believe brands still perpetuate stereotypes.
Find out how your brand can better meet the evolving needs of modern parents and engage authentically with families, connecting meaningfully in this space.
