The cost per use of different children’s toys has been revealed, with items such as iPads offering the least value.
A survey of 1,000 parents with children up to the age of 12 showed that bicycles, electric toys such as Scalextric and fantasy playsets, like castles and dolls houses, also have the highest cost-per-play ratio before a child gets bored of them.
These toys all average a cost of more than £4 per play, with a novelty racing track working out at almost £4.96 per use. However, books were found to be the best value, coming in at 31p, while sensory or fidget toys followed at 38p per play.
It also emerged that 67 per cent of parents believe their children have an average of six expensive toys they now barely play with. As a result, six in 10 have found themselves regretting an expensive purchase, with 22 per cent of these doing so regularly.
The research was commissioned by children’s audio platform Yoto, which makes audio players that kids control without using a screen.
CEO Ben Drury said: “So often, a child can obsess over a character or particular toy for a short period before moving onto something else leaving parents with an expensive product to store away.”
“But ultimately, every parent wants a child to be thrilled and repeatedly use a more costly purchase regularly. Children can also come and go from presents but often, you’re not going to get long term return on investment on a one-time novelty toy.”
It was revealed that educational toys such as shape sorters worked out at only 69p per play, with water toys like super soakers or pool toys at 72p. While outdoor toys such as scooters or skateboards came in at £1.25 per use, while sports equipment averaged at £1.37.
According to the averages, novelty toys such as light up yo-yos, slime or a whoopee cushion were engaged with least, followed by science kits, this was because kids lost interest quickly or preferred other toys.
As a result, 43 per cent would be happy to hand them onto friends and family to use, while 32 per cent will hang on to them in the hope younger siblings will have more interest.
Despite this, parents believe pricier items keep their kid’s attention for longer according to the OnePoll.com data.
When deciding what to buy, a child’s specific toy request, educational benefits and entertainment value were the top three considerations.
According to Yoto data, over three quarters of their customers continue to regularly use their audio players three years after purchase, averaging at a cost of 9p per day.
Ben Drury from the brand commented: “There are different ways to balance out the value you feel you can get from a present for a child. Items such as books and art supplies are low cost and high engagement, but may not deliver the biggest ‘wow factor’ on Christmas morning.”
“While some products cost more, parents need to consider the amount of actual time a child plays with a present. If kids are engaged with a gift for a long time and on a regular basis while learning and developing it can pay itself off tenfold.”
“And if it can help a child use their imagination, even better – bringing books and stories to life can really feed a child’s creativity and you can’t put a price on that.”