Classic toys make comeback as parents prepare for world-first social media ban
Parents are dusting off the Monopoly set and pack of Uno cards ahead of Australia's looming social media ban for under-16s, but psychologists warn it’s not all fun and games.
As the clock winds down to Australia’s world‑first social media ban, families are dusting off time-honoured favourite board games, cards and toys.
Australian Toy Association (ATA) executive manager Alice Sanderson says in 2025 Lego building blocks – which have been around in varying forms since 1932 – are a top-seller, accounting for 30 per cent of all toy sales.
Card game Uno, released in 1971, is popular as are Pokemon collectable cards, rolled out in 1996.
“Lego is the number one product in Australia … adults are actually still loving (it) and getting involved with their children to help put it together,” she said.
“Pokemon just sells out and Uno is something you constantly see come through the toy industry.”
Ms Sanderson said parents’ nostalgia for toys helped drive the popularity of evergreen play.
“I think if, as a parent, you have great memories and fond memories of a product as a child, you want your kids to have those same moments … I think that is how nostalgia plays into it; you don’t lose those memories, because play is so valuable as a child.
“The toys that endure – the ones that have been around a long time and remain popular and don’t seem to lose favour with children due to nostalgia – are Lego, Hot Wheels, Uno and Barbie,” she said.
According to toy industry consumer insight data platform Circana, this year’s five toys are Hot Wheels, Pokemon, Toniebox (described as a “story box”, Lego and Barbies.
She said board game purchases had spiked during Covid but since dropped off.
“They’re definitely still out there, they’re still selling … games and puzzles are still doing well but they’ve not gained in popularity,” she said.
The toy boss hopes that might change when the social media ban is implemented on December 10 – banning kids under the age of 16 from major social media platforms – toy sales might trend up.
“The challenge for the industry is children are leaving earlier … their interests are going in different directions; for girls it seems to be beauty and fashion but maybe the social media ban will bring them back into toys a little bit,” she said.
For Adelaide mum Mel Sandery board games and cards provide a fun screen-break for her girls, Eleanor, 11, and Hazel, 9.
“(Hazel) is a product of Covid … there was a lot of babysitting with screens while we were all trying to work from home and she’s quite addicted to the old computer games,” Mrs Sandery, 41, said.
“But, in saying that, if I say to her, ‘Would you like to play a game of Cluedo?’, she’ll jump on that within two seconds … I think it’s as much the bonding time with me as anything else – it’s nice to just sort of spend time together having a laugh and getting a bit competitive.”
Monopoly – Barbie-themed, of course – and Uno are also family favourites.
Ms Sandery said she welcomed the upcoming social media ban.
“I’ve purposely been quite strict when it comes to social media with my girls because it’s a scary space, especially for young females and mental health … I want to protect (them) as long as possible,” she said.
Meanwhile, Australia’s peak body for psychologists warns that the sudden disconnection from digital social spaces could trigger feelings of isolation and anxiety, particularly among teens who rely on social media for connection and self-expression.
“We need to keep in mind that removing access to platforms without providing meaningful alternatives risks creating a void in their social lives and could lead to mental health concerns,” Australian Psychological Society CEO Dr Zena Burgess said.
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Originally published as Classic toys make comeback as parents prepare for world-first social media ban
