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Argos research reveals younger generation still yearn for traditional toys

Milton Keynes, UK,  2014-7-17 — /EPR Retail News/ — Despite digital gadgets becoming an everyday essential for young and old, the younger generation still yearn for traditional toys; with more kids spending over five hours a week playing with classic toys (63 per cent) compared to PC and console gaming (54 per cent) 1*

New research by Argos, the UK’s number one toy retailer, has revealed that while computer games (69 per cent) and tablets and computers (50 per cent) top kids’ wish lists this Christmas, old favourites are not suffering in popularity.

The 1000 seven to eleven year olds surveyed by Argos said traditional toys like arts and crafts (40 per cent), board games (40 per cent), bricks and construction toys (35 per cent), and sports equipment (33 per cent) still appear high on Christmas lists.

Further evidence of the digital play divide is struck again on Christmas day, with over a third (36 per cent) of kids claiming they will play with tech and traditional toys in equal measure on the big day. This means they are just as excited by the prospect of opening the new VTech Kiddizoom Smart Watch as the LEGO City Artic Base Camp.

Anita Naik, author and parenting expert, said: “Children today have a breadth of choice when it comes to toys so it is great to see they are interested in a balance and are not bored of board games! Both ‘techy’ and traditional toys are equally stimulating for a child’s development and the two combined are the perfect recipe for interesting play.”

When it comes to Christmas rituals, the traditional approach is king with nearly three quarters (71 per cent) of children using a pen and paper to write to Santa.  However, a minority have adopted a digital approach, using email (13 per cent), tablets (10 per cent) and laptops (seven per cent) to create their lists.

One in fifty children from seven to 11 years old are even taking to Twitter to let Santa know what they want in their stockings.

Furthermore, the results found that kids start well before the festive season when it comes to list creation. Over a quarter (26 per cent) write theirs before Halloween and seven per cent before the school summer holidays have even finished.

Linzi Walker, Chief Toy Buyer at Argos, said: “Toy trends develop and change every year, and although tech is now given a heavy focus, categories such as arts and crafts are a phenomenal trend this year. In many cases the more innovative and technologically advanced toys like Cayla are built upon the simple classics such as the toy doll.”


Argos Top Toys Prediction for 2014:

My Friend Cayla £59.99
Transformers Stomp & Chomp Grimlock £89.99
Xeno (various colours) £79.99
Teksta Dinosaur £59.99
Disney Princess Snow Glow Elsa £39.99
Lego City Arctic Base Camp £69.99
Nerf Demolisher £44.99
My Monopoly £21.99
Little Live Pets Birds Asstd £9.99
Cra-Z-Loom Bracelet Maker £14.99
VTech Kiddizoom Watch £39.99
Leapfrog Leap Band Green £29.99
Nerf Rebelle Agent Bow £29.99

Alongside its top toys list, Argos also has several exclusive products on offer this Christmas that are sure to be on children’s wish lists, including Cayla’s Best Friend Chloe (£59.99), Furby Crystal (£64.99) and Teksta Scooby (£69.99).




Notes to Editors:
1*Data from Futuresource Consulting’s Kids Tech consumer study –

Survey of 1,000 UK children aged seven to eleven years old carried out by Opinion Matters on behalf of Argos between Wednesday 2 July and Monday 7 July 2014.

For more information, please contact the Argos Press Office on 0845 120 4365 or email: Follow us on Twitter at @argos_PR.


About Argos
Argos is a leading UK digital retailer, offering around 43,000 products through, its growing mobile channels, stores and over the telephone.

Argos continues to be the UK’s largest high street retailer online with 738 million website and app visits in the 12 months to February 2014.  Argos serves around 123 million customers a year through its network of 734 stores.

In the financial year to February 2014, Argos sales were £4.1 billion and it employed some 29,000 people across the business.

Argos is part of Home Retail Group, the UK’s leading home and general merchandise retailer.

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