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It is magical to see the joy on children’s faces when they open their gifts on Christmas Day.
But often that happiness is short-lived as they move on to the next gift, and their new toy is thrown under the Christmas tree, never to be played with again.
At a time when budgets are stretched and many parents cannot afford for their child’s interest in a toy to wane after Christmas Day, it can be a hugely upsetting experience for moms and dads to see a toy they thought their child would love forgotten about because of Boxing Day.
Toyologist Peter Jenkinson says, “As a gift giver, there’s nothing more frustrating than giving a gift that goes from hero to zero in a day – but sometimes it’s hard to avoid, especially if it’s at the top of their wish list.”
and psychologist and sports expert Dr. Amanda Gummer, founder of good game guidewhich helps parents find good toys, says that although it can be disappointing to miss out on toys that ‘should have’, it doesn’t mean they shouldn’t have been purchased in the first place.
She explains, “If a child is yearning for a particular character or a fad item, short-term pleasure still has value.” “Sport is not just about longevity, it is about enjoyment, belonging and self-expression. Balance helps.”
And Dr Salim Hashmi, senior lecturer in psychology (education) at King’s College London, who studies children’s play, says: “Each child is unique, and the key to finding the right toy is to follow their interests.
“They need a good variety of toys for their development, and the number matters less. There is no such thing as a perfect toy for all children, just whoever initiates the play is the one.”
So how can parents strike the right balance and ensure that most of their kids’ Christmas toys are played with long after the big day? Here’s what Gummer and Jenkinson recommend…
Look for Open-Ended Play Value
Gummer explains that parents should look for toys that invite kids to actually do something rather than just watch something happen.
,experts There is often an emphasis on open-ended play value – toys that can be used in a number of ways at different ages, and that grow with the child’s abilities,” she says.
“A good test is whether the toy encourages exploration, creativity or problem-solving. Construction sets, role-play materials, outdoor kits and quality games score well because children can revisit them at different developmental stages with new challenges.”
Find out what other kids think
Jenkinson, a toy and game expert FayreThe wholesale platform connecting independent toy brands and retailers says asking what other children think of a particular toy and reading reviews before purchasing is an important step, especially for more expensive items.
“Make other parents aware and motivate them to get back to feeding their kids,” he suggests. “That older cousin who has experienced frustration is a great coworker to keep him away from that toy you feel might flop.
“Read reviews – parents who have experienced this will share the bad and the ugly.”
keep the balance right
Although parents ideally want their children to play with toys – especially more expensive toys – a lot and for long periods of time, experts acknowledge that it is often unavoidable to purchase items that may not offer the longevity that a child desperately wants.
Gummer says: “Emotional value matters – a balance helps. A few ‘talking’ items along with toys with deeper developmental value give children both the thrill of the moment and opportunities for sustained play,” she says.
She tells that Good Toy Guide’s Balanced Play Pyramid It can be a useful guide for parents on how to strike the right balance, and says: “Novelty toys can sit comfortably next to toys that support creativity, movement or social interaction.”
Just don’t fall for the hypeGummer says it’s “completely understandable” that many parents flock to the hype about certain toys, pointing out: “Social pressures influence parenting decisions, so when a toy dominates tiktok or Christmas gift guides, parents may feel they must purchase it to avoid disappointment. But the point is not to buy trend items – it is just to buy trend items.’
She explains that The Good Play Guide mitigates the hype by stress-testing toys with children and assessing what they actually return to and with whom they will play for extended periods, adding: “Parents often find that the toys their children have are not necessarily the ones with the biggest marketing budgets.”
Visit an Independent Toy Store
Many parents will buy toys online after seeing the projected best-sellers in the list Dreamtoysor independent stores surprise listBut Jenkinson suggests it’s also a good idea to visit smaller independent toy shops to get an idea of how the toys will be played with.
He advises: “Start your search by visiting your local independent toy store – where the person serving you behind the counter is the same person who buys toys. They’ll often have demo products for you to try and they can explain the gameplay so you can get a good feel for whether it’s going to last.”
Inspire other gift givers to purchase itemsIf you want to buy a more expensive item like a train track or a doll’s house, but can’t buy all the accessories, enhance your child’s immediate play experience by asking other relatives or friends to buy the items as gifts for the child.
“If you ask others to purchase accessories and additional items, it extends the child’s play time because they are making the toy in their own style and can continue to add to it,” says Jenkinson.
Create/Charge a Toy Before Wrapping
Some toys that children might like may fall at the first hurdle because they require pre-construction or charging, or have complicated instructions, so children lose interest in them before even trying them.
“If it’s something that requires building, charging, or teaching, build it in advance, charge it, and learn the gameplay,” Jenkinson advises.
“Nothing loses their interest like a toy that takes a long time to make and has complicated instructions.”
His suggestion is that if parents have already made a toy, wrap it in empty boxes and hide the ready-made gift. “The sooner they get it in their hands and play with it properly, the better,” he says.
Consider value for money
Your child may crave the latest trending toy, but if it’s expensive and without open play features, you won’t get value for money if it’s left in the toy bin after Christmas.
“For families with low economic status, choosing toys that allow for repeated play makes a meaningful difference,” says Gummer. “A well-chosen toy that sparks active, social or imaginative play can provide months – even years – of value.
“But it’s not about putting pressure on parents. It’s about helping them feel confident in choosing toys that will actually ensure their earnings.”