Screen-Free Play

The toy market is experiencing a significant shift, with a growing number of parents actively seeking alternatives to screen time for their children. This trend is a major driver behind the exceptional performance of companies like Lego and Yoto, which are seeing impressive sales growth by championing a return to tangible, screen-free play.

Lego's Record-Breaking Success 🧱

Danish toy giant Lego has reported a record-breaking first half of the year, with sales surging by 12% to a staggering 34.6 billion Danish kroner (£4 billion). This remarkable growth well outpaces the recovering global toy market, which saw sales increase by a more modest 7%.

Lego attributes this success, in part, to parents’ increasing desire to provide their children—and themselves—a break from the constant presence of smartphones and tablets. The brand’s classic, hands-on building sets offer a welcome respite, promoting creativity, problem-solving, and imaginative play without the need for a digital screen.

Specific product lines have been particularly successful, including the visually striking Botanicals collection, designed for adults, and the high-octane Formula One grand prix-themed sets. The company’s ability to appeal to a wide range of ages and interests, from classic cityscapes to intricate pop culture collaborations, has solidified its position as a market leader.

Yoto's meteoric Rise 🔊

The momentum for screen-free entertainment isn't limited to traditional toys. UK-based Yoto, the creator of screen-free audio speakers for children, has seen its sales almost double in the last year. Yoto's core product, a connected audio player, uses physical cards to play a curated library of audiobooks, music, and podcasts. This innovative approach allows children to control their listening experience and explore new content independently, all while staying away from screens.

The success of Yoto underscores a broader consumer trend: parents are not just looking to reduce screen time; they are actively seeking high-quality, engaging alternatives that support their children's development and creativity. Yoto's strong growth, including its projection to reach profitability this year, highlights the significant demand for products that address this modern parenting challenge.

The Screen-Free Movement is here to Stay

The combined success of Lego and Yoto paints a clear picture of the modern toy market. The demand for products that offer a tangible, creative, and screen-free experience is on a strong upward trajectory. As parents and children alike look to unplug, brands that can provide engaging and enriching alternatives are poised for continued growth and market dominance. This shift signals a powerful consumer preference, proving that in a hyper-digital world, the most valuable form of play might just be the one that leaves the screen behind.