Three-quarters of parents remain emotionally connected to the toys they cherished during childhood, new research reveals, and now many are passing their favourite characters onto their kids.
Three-quarters of parents remain emotionally connected to the toys they cherished during childhood, new research reveals. A survey of 1,000 UK mums and dads with youngsters aged 10 and under discovered half regularly experience nostalgia about the toys, characters and brands from their youth.
Eight in 10 revealed they have shared their beloved characters with their own children. Almost half (45%) reported that seeing their children play with toys from their own childhood triggers feelings of nostalgia and joy. Yet 80% reckon today’s youngsters increasingly expect toys that are more responsive, interactive and engaging.
The study was commissioned by Mattel to explore how play is evolving for a new generation of children, following the launch of its Disney and Pixar ‘Toy Story 5’ line.
The line includes the classic toys from 30 years ago, with new interactive features. The new toys are capable of conversations, sounds and reactions through movement and play.
Dr Jacqueline Harding, international childhood development and education expert, who has teamed up with the toymaker, said: “We get attached to our toys as a result of the fictional worlds they teleport us into.
“For many adults, toys are tied to memories of comfort, creativity and identity during childhood – which is why seeing those same characters resonate with their own children can reactivate powerful memories and create a unique emotional bridge between generations.
“What’s changing now is not the importance of imaginative play, but the way children’s brains experience it. Today’s children are growing up in an always-on interactive world, so naturally they expect play to feel more immersive and responsive too.”
The study indicates that kids nowadays flit between five different characters, franchises and imaginary worlds in a single day as they alternate between toys, streaming shows, games and make-believe roleplay. In contrast, 21% of parents reported their own childhoods were influenced by just one or two fantasy worlds, according to data from OnePoll.com.
Over two-thirds (68%) believe contemporary toys now seem more like ‘experiences’ than traditional playthings, merging storytelling, sounds and interaction into one. However, 88% agreed that screens and mobile devices can sometimes distract children from traditional imaginative play.
For 70%, the most successful toys are those that can adapt with each new generation, with 72% saying play has become more immersive and interactive than ever.
Creativity remains the most important element of modern play for parents, with 48% selecting it as a top priority, ahead of imagination, learning and technology-led interaction.
Regardless of how play continues to evolve, nine in 10 agreed shared play remains important for strengthening family bonds and emotional connections.
Catherine Ritman-Smith, head of learning and engagement at the Young V&A, which will be hosting a closed panel event discussing these themes, said: “Play is a fundamental part of childhood, supporting learning, exploration and the development of new skills.
“While the ways children play may evolve, imagination remains at the heart of the experience. Children still want creativity, roleplay, adventure and emotional connection – and those qualities are as important today as they have ever been.”