They want them to spend less time tucked behind a screen on their own, and more out and about playing with friends or enjoying the board game they were bought for Christmas.
So what separates one toy from another? "Anything that encourages emotional play should be valued," says Natasha Crookes from the British Toy and Hobby Association (BTHA), who says mindfulness is an emerging theme in the toy sector. "It can help children to sleep better and discuss their emotions more."
New toys aimed at this market could be found this week on the fringes of the BTHA's Toy Fair in London's Olympia - the UK's biggest toy industry trade fair.
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Year 4 Class Teacher (Edison)/ Primary STEAM Coordinator/
Primary Global Campus Coordinator