Parents across the UK are starting to rethink their choices when it comes to buying toys for their children, as research suggests that books only cost 31p per play. The study, which surveyed 1,000 children up to the age of 12, found that children’s toys such as electronics, bicycles, and electric toys have the highest cost per use before a child loses interest in them.
According to the research, items like tablets can cost nearly £5 per play, while toys such as bicycles, electric toys like Scalextric, and fantasy playsets such as castles and dolls houses average a cost of more than £4 per play. Additionally, novelty racing tracks were found to cost almost £4.96 per use, with iPads offering the least value. As a result, six in 10 parents have admitted regretting purchasing expensive toys as their children end up playing with them minimally.
The study was commissioned by Yoto, a children’s audio platform that produces screen-free audio players for kids. CEO Ben Drury highlighted the dilemma parents face during the festive season, stating, “Christmas can be quite a costly time; so naturally parents are going to be weighing up what items are going to offer them ‘true’ value while keeping the kids entertained.” Parents are advised to consider factors such as the longevity of play and educational value when choosing toys.
Outdoor toys like scooters and skateboards were found to cost £1.25 per use, while sports equipment averaged at £1.37. Educational toys, such as shape sorters, had a lower cost of only 69p per play, with water toys like super soakers or pool toys at 72p. Common reasons for children losing interest in toys include quickly preferring other toys or finding toys that require batteries to be a hassle.
When children lose interest in expensive toys, 43 per cent of parents are willing to give them to friends or family, and 32 per cent hold onto them in hopes that younger siblings will show more interest. Yoto’s data shows that over 75 per cent of customers continue to use their audio players three years after purchase, with an average daily cost of 9p. Drury emphasised the importance of considering the actual playtime a child gets from a toy when evaluating its value.
In conclusion, Drury suggested that while low-cost items like books and art supplies may lack the ‘wow factor’ on Christmas morning, they offer high engagement and value. On the other hand, more expensive toys can pay off if they engage a child for an extended period, fostering creativity and imagination. Ultimately, parents are encouraged to choose toys that not only entertain but also stimulate a child’s development and growth.
The findings of the research shed light on the importance of thoughtful toy purchases that prioritize value, engagement, and long-term play. As the holiday season approaches, parents are urged to consider the true worth of toys beyond their initial excitement, aiming for toys that will bring lasting joy and learning to their children.