‘Pressurised’ parents pay out £10,000 on new toys

Published on 21/08/2012 00:17

Parents spend more than £10,000 buying toys for each child before they turn 18, a new report has revealed.

And it is understood the fashion for designer items – including mini tablet PCs, toddler-sized motorised cars and children’s mobile phones – is driving the new trend.

One in six parents feel “under pressure” to ensure their youngster has the latest accessories, despite the fact that the trend for expensive play has fuelled money worries.

Experts believe children can be entertained for a fraction of the price, and have suggested a list of low-cost games, including hair-braiding, making friendship bracelets and learning origami.

Sally Goddard Blythe, a consultant in neuro-developmental education, said: “Children develop their imagination and creativity quite often as a result of boredom. Clever marketing 
tactics and consumer culture have led to parents being seduced into thinking that the more they provide for their children in terms of material, electrical goods, the better parents they are.”

The report, commissioned by the makers of Ribena Plus, 
questioned more than 2,000 parents.

Verity Clifton, brand director at Ribena, said: “A key finding from the report is that parents are being pressured to spend increasing amounts of money on their kids. But our research shows that kids are happiest using their imaginations – which is the best toy of all”