Parents’ frustration with children spending too much time on screens has become an increasingly familiar part of family life.
Now, however, the balance may be shifting. Sales of screen-free toys are climbing ahead of Christmas, following a year of growing concern about the effect of technology on children.
Every toy in The Entertainer’s top 10 Christmas picks is screen-free, while Hamleys’ 15 festive favourites also contain no screen-linked products.
The Entertainer’s selection includes a Meccano Pro Aston Martin car construction set, an interactive tiger pet, an Early Learning Centre mini kitchen and a LEGO set.
Geoff Sheffield, the retailer’s buying director, said: ‘We’re seeing a real change in how parents think about playtime. Screens are now part of everyday family life, so many parents are looking for ways to create a healthier balance.
‘Toys that encourage children to switch off and immerse themselves in something different are an important part of that.’
The trend follows a year of intensified debate over the impact of modern technology on children.
Former prime minister Keir Starmer announced that a social media ban for under-16s would be introduced next year.
Mr Sheffield said: ‘What really stands out this year is that parents aren’t necessarily looking for the newest gadget or the toy with the most bells and whistles.
‘They want toys that keep children happily occupied while also offering something meaningful — whether that means encouraging creativity, building confidence or simply helping them enjoy independent play for a while.’
Alongside enduring favourites such as Meccano, Hot Wheels and LEGO, sensory products including squishies have also become more popular this year, he added.
‘Digital toys certainly have their place, and technology can provide some excellent learning experiences.
‘But it’s heartening to see that families still value traditional play. Sometimes the simplest toys leave the most room for imagination,’ Mr Sheffield said.
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UK toy sales rose by 6 per cent to £3.9 billion in 2025, according to Circana data, marking the industry’s first annual increase since the pandemic.
Victoria Kay, Hamleys’ head buyer, said: ‘We’re seeing increasing demand for toys that support personalised play and give children space to use their imaginations.
‘Hands-on toys are proving particularly appealing because they allow children to create their own adventures and develop stories around characters they enjoy, rather than simply following instructions or watching a screen.’
Sales of screen-free toys are increasing
Ms Kay described the trend as a ‘significant shift from four or five years ago’, noting that Hamleys’ top 15 festive toys list, due to be published on Wednesday, ‘doesn’t include a single toy linked to a screen’.
Daisy Greenwell, founder of Smartphone Free Childhood, said: ‘Parents everywhere are rejecting the idea that screens are the same as play — and it’s brilliant to see toy retailers reflecting that this Christmas.
‘So many screen-based toys do the playing for children. The best toys do the opposite: they give the imagination back to them.
‘A box of Lego or a dress-up box can be whatever a child dreams up. A game on a tablet is only ever what someone else designed it to be.’
Meanwhile, Smyths Toys Superstores said that ‘screen-free play continues to make a 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.
‘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.
‘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.’
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.