Good news for parents: 2021 is the cheapest year yet for must-have toys

With the gift-buying season upon us, online financial comparison site has been looking into the ‘must-have’ toys of Christmases past, and one company has emerged as the clear winner.

According to the Toy Retailers Association’s DreamToys annual listings, which are decided by a panel of retailers to encourage gift givers not to leave purchases to the last minute, Hasbro – the company behind Furbys, Monopoly and Nerf guns – has emerged as the top toy producer of the decade. The company featured 24 times in DreamToys lists spanning the past 10 years. also looked into the changing costs of must-have toys. 2015 was found to be the most expensive year with the must-have toys totalling £714.88, closely followed by 2012 at a total cost of £653.87.

But there is good news for cash-strapped parents: this year is revealed as the cheapest for must-have toys at just £426.88; on average, each must-have toy this year is costing parents £35.57.

Commenting on the analysis,’s personal finance expert James Andrews says:

“When it comes to gifts for your children it can be easy to buy things here and there and not realise the cost until after. Make a list of what matters most in terms of presents, and get that first if possible. You’re far less likely to break your budget on a stocking filler than a star gift after all.

“Do remember that Christmas is just one day and you don’t want to find yourself struggling for the year to come thanks to being a little too generous this festive season.”

The full data and insights can be viewed here.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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