Screen‑free toys dominate top Christmas picks, retailers say
The Entertainer and Smyths say demand for non‑digital toys is soaring ahead of the festive season.
By Felo News Desk · Published
Retailers say parents are driving up sales of screen‑free toys this Christmas, with every top‑10 pick from The Entertainer being non‑digital, according to statements from the chains.
What happened
The Entertainer announced that its expert buying team selected ten toys for the Christmas season, all of which are screen‑free. Smyths echoed the trend, noting that screen‑free play “continues to make a comeback” as families look for ways to keep children entertained away from devices. The reports also linked the surge to broader policy moves, citing former prime minister Sir Keir Starmer’s announcement of a social‑media ban for under‑16s earlier in the summer, coinciding with the release of *Toy Story 5*, whose plot centres on a smart tablet that forces toys to unite against electronic devices.
What the reports add
- Both the Independent and the Evening Standard quoted the same data from the retailers but each added unique context: the Independent highlighted a 5,000% rise in Google searches for “how to reduce screen time” and “screen‑free toys” over the past year, while the Evening Standard emphasized the “real comeback” of Meccano following its summer relaunch.
- Smyths named specific items it expects to be top sellers: the Drawing Robot Set, the Gui Gui Salish Deluxe Haul, and games such as Rump Race and UNO Show ‘Em No Mercy Extreme.
What was said
Geoff Sheffield, buying director at The Entertainer, told the outlets, “Every single one of our top 10 toys this Christmas – as selected by our expert buying team – is screen‑free. That’s no coincidence. We’re seeing a real appetite for toys that get children hands‑on, using their imaginations and finding their own ways to play. Screens are naturally a big part of children’s lives in today’s world, but there’s still a real desire for toys that offer something different. We’re seeing strong demand for creative, imaginative, and more traditional educational toys, and it’s coming from both children and those buying for them.” He added, “Anecdotally, we’ve seen sales of screen‑free toys increase in our stores compared to previous years… Google searches for ‘how to reduce screen time’ and ‘screen‑free toys’ have both increased by more than 5,000% in the last year alone.”
Sinead Byrne, European marketing director at Smyths, 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.”
Sheffield also noted, “Meccano has made a real comeback since relaunching this summer… there’s a real satisfaction in that kind of play that’s hard to recreate on a screen.”
How it came about
The surge in demand follows a year of heightened scrutiny over technology’s impact on children, a theme that has featured in recent Felo News coverage of digital‑health concerns and retailer confidence ahead of the festive period.
Key facts
- The Entertainer’s top‑10 Christmas toys are all screen‑free. (independent.co.uk)
- Smyths says screen‑free play is making a comeback. (independent.co.uk)
- Geoff Sheffield, buying director at The Entertainer, highlighted strong demand for creative, non‑digital toys. (independent.co.uk)
Sources
- [1] independent.co.uk
- [2] standard.co.uk
