Traditional games and stickers are helping to drive a bumper year for toy sales, figures show.
The data comes ahead of the crucial Christmas run-in for retailers, which peaks at 23 toys sold every second in the UK.
The number of toys sold up to October was 17% higher than the same period last year and growth is at a 10-year high, according to research company Circana.
The increase comes despite consumers' cost-of-living pressures, and there are signs that some of the biggest growth in sales is for toys priced between £5 and £10.
Despite relatively low sales in recent years, the toy sector has been buoyed by sales to "kidults".
The kidult market - which is toys and games for those aged over 12 - has been growing, particularly as adults buy toys for themselves.
This growth has continued with a 22% increase in the value of sales in the first half of the year.
But Melissa Symonds, UK toys director at Circana, said that toys for children - which still represents the majority of sales - had recorded a good year so far.
Growing public debate around children's screen time and the role of technology meant squishy toys, stickers and building sets such as Lego were popular.
