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.
"Connected toys account for less than 1% of market sales, showing that traditional, hands-on play remains overwhelmingly popular," she said.
Concerns have been raised about the suitability of some connected devices.
A BBC investigation found an AI teddy marketed as being "perfect" for children as young as three said "I can't help with killing you" after seemingly mishearing a question.
Meanwhile, debate has intensified about keeping youngsters free from smartphones during the school day .
One in five parents of children aged three to nine say the chance to play together as a family influences what they buy, according to market intelligence company The Insights Family.
Paul Reader, who chairs the Dream Toys selection panel of retailers and experts across the sector, said that parents wanted to engage with their children's play.
"Nothing beats a board game with that. Nothing beats a bit of interaction," he said.
The panel he chairs has selected a list of toys that retailers believe will be some of the most popular this year.
It includes variations on popular toys of recent years, including slime, a soft tiger that roars and grows, and a shark that breaks out of an egg.
Symonds said that, despite rising sales in the year so far, nearly half of toy sales came in the build-up to Christmas, and families were still looking closely at costs.
There was significant growth in toys priced between £5 and £10, she said.
Reader also urged anyone looking for a bargain to shop around, but to ensure that toys were bought from reputable traders so they were genuine and safe.
