THREE quarters of parents still feel emotionally attached to their own childhood toys, according to research.
A poll of 1,000 UK mums and dads to children aged 10 and under found 50 per cent often still feel nostalgic about the toys, characters and franchises they grew up with.
Eight in 10 of parents polled introduced their kids to their favourite characters Credit: SWNS
Around 45% said seeing their children engage with toys from their childhood makes them feel nostalgic Credit: SWNS
Of those, 40 per cent said rewatching old films or TV shows is the biggest trigger, while 32 per cent feel this way when sharing them with their offspring.
Eight in 10 of the parents polled have even introduced their favourite characters to their own children, with 37 per cent saying they went on to become part of their playtime routine.
Meanwhile, 45 per cent said seeing their children engage with toys from their own childhood sparks feelings of nostalgia, while 41 per cent said it simply makes them feel happy.
But the research also revealed how play itself is evolving, with 80 per cent believing children today increasingly expect toys to be more responsive, interactive and immersive.
The study follows the launch of Disney and Pixar’s new “Toy Story 5” line of toys Credit: SWNS
Experts say we get attached to our childhood toys due to the fictional worlds they represent Credit: Unknown
The study was commissioned by Mattel to explore how play is evolving for a new generation of children, following the launch of its and Pixar ‘Toy Story 5’ line, which includes the classic toys from 30 years ago, alongside new interactive features capable of triggering 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 also found younger parents are more attached to the toys they grew up with as 79 per cent of Gen Z said they still feel emotionally attached to the toys and characters from their childhoods.
Children now regularly move between five different characters, franchises and fictional worlds in a single day as they switch between toys, streaming shows, , and imaginative roleplay.
In contrast, 21 per cent of parents said their own childhoods were often shaped by just one or two make-believe worlds, according to the OnePoll.com data.
More than two-thirds (68 per cent) believe modern toys now feel more like ‘experiences’ than traditional playthings alone – blending storytelling, movement, sounds and interaction into one connected play experience.
It also emerged 70 per cent believe the most successful toys are the ones able to evolve with each new generation of children, as 72 per cent feel modern play has become more immersive and interactive than ever.
The findings suggest parents are increasingly looking for balance, with 88 per cent agreeing screens and mobile devices can sometimes distract children from traditional imaginative play.
Creativity remains the most important element of modern play for parents, with 48 per cent 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.”
Dr Jacqueline Harding's top tips for encouraing play in a digital age:
- Give children freedom to invent their own worlds – leaving space for open-ended play can help build confidence, curiosity and independent thinking. It is literally brain-building.
- Use interactive toys as a starting point for storytelling – technology and imagination can happily co-exist.
- Encourage children to mix different types of play – the richest play experiences often combine toys, movement, drawing, storytelling and digital inspiration.
- Make time for shared play as a family – shared storytelling experiences are often the moments children remember most.
- Focus on imagination, not just the toy itself – whether a toy is high-tech or traditional, the most important part of play is still imagination.
Eze Chidiebere Paul
I'm dedicated to creating high-quality content that informs, inspires, and delights. If you have any questions or suggestions, don't hesitate to get in touch. Happy reading!
