3 in 4 parents still feel emotionally attached to childhood toys, poll finds

3 in 4 parents still feel emotionally attached to childhood toys, poll finds A poll of 1,000 UK mums and dads with children aged 10 and under found half often feel nostalgic about the toys, characters and franchises they grew up with – and many are passing that love on to their kids. Three in four parents still feel emotionally attached to the toys they loved as children, according to research. A poll of 1,000 UK mums and dads with children aged 10 and under found half often feel nostalgic about the toys, characters and franchises they grew up with. Eight in 10 said they have introduced their favourite characters to their own children. Nearly half (45%) said watching their children engage with toys from their own childhood makes them feel nostalgic and happy. But 80% believe children today increasingly expect toys to be more responsive, interactive and immersive. 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 research suggests children now move between five different characters, franchises and fictional worlds in a single day as they switch between toys, streaming shows, games and imaginative roleplay. In contrast, 21% of parents said their own childhoods were shaped by just one or two make-believe worlds, according to OnePoll.com data. More than two-thirds (68%) believe modern toys now feel more like 'experiences' than traditional playthings, blending storytelling, sounds and interaction into one. However, 88% agreed screens and mobile devices can sometimes distract children from traditional imaginative play. For 70%, the most successful toys are those that can evolve with each new generation, with 72% saying play has become more immersive and interactive than ever. Creativity was the most important element of modern play for parents, with 48% ranking it top, ahead of imagination, learning and technology-led interaction. But, regardless of how play continues to evolve, nine in 10 agreed shared play is 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.”