The great Christmas toy pile up: UK children set to unwrap nearly 130 million new toys as Belfast parents expect to spend £384 per child

Hungry Horse is calling on families in Belfast to Play It Forward this Christmas, as new research reveals Britain's toyboxes are already bursting at the seams, with around 129 million new toys expected to arrive across the UK this festive season. Parents surveyed in Belfast expect to spend an average of £384 on toys per child.

Parents surveyed in Belfast estimate that 40% of the toys their children own are no longer regularly played with or have been outgrown. With local children expected to unwrap an average of 9 toys this Christmas, the run-up to the big day could be the perfect opportunity for families to make some much-needed space.

To help them do just that, while opening conversations with children about giving to those less fortunate, Hungry Horse is bringing back its Christmas toy donation initiative. From 12th November, more than 150 Hungry Horse pubs across the nation will become Toybox Donation Stations, giving families a convenient place to donate good-quality pre-loved and new toys for another child to enjoy this Christmas.

Andrew Gallagher, Brand and Marketing Director at Hungry Horse said: “Christmas is such an exciting time for families, and Play It Forward is about bringing some of that excitement to giving gifts as well as receiving. By choosing a toy together, families can give something that’s no longer being played with a new home, while helping bring some extra joy to another child this Christmas. We hope it becomes a simple but meaningful part of families’ festive traditions.”

The initiative is designed to make donating something families can do together, encouraging children to choose a toy they are ready to pass on and helping introduce giving as a positive festive tradition alongside receiving.

Dr Amanda Gummer, research psychologist and leading authority on children’s play, parenting and child development, said: “Toys can hold a lot of sentimental value for children, so it’s important to involve them in deciding what they’re ready to pass on rather than making that decision for them. Giving children that choice helps them feel in control and can turn the experience into something positive.

“Starting small can make it feel less overwhelming, and there’s no need to force them to part with sentimental favourites. Instead, talking about where their toys are going next and how something they’ve loved could now bring joy to another child can help make giving feel meaningful rather than like a loss. It can also help children develop empathy and generosity, while appreciating what they already have.”

The research also suggests families in Belfast are open to embracing the spirit behind Hungry Horse’s Play It Forward initiative. 80% of parents surveyed believe their children would be happier to part with an old toy if they knew another child was going to enjoy it, while 77% would like clearing out and donating toys to become a regular family tradition. 73% plan to clear out their children’s toys before Christmas, while 19% regularly struggle to find room for new ones.

Deciding what to part with isn’t always straightforward, however. 44% of parents surveyed in Belfast have held onto a toy because their child refused to part with it. Yet 79% say their children have good-quality toys they no longer play with that could be enjoyed by another child.

With Hungry Horse’s Toybox Donation Stations providing a convenient way for families to pass on these toys, professional organiser and decluttering expert, Lynsey Crombie, says: “The run-up to Christmas is a great time to reset the toybox before new presents arrive. Start small, involve the kids and focus on what they’ve genuinely outgrown or stopped playing with. The best clear-outs aren’t about throwing things away, which is why initiatives like Play It Forward are so useful – they give families an easy way to make space while giving perfectly good toys a new home.”

The giving spirit is already taking hold in Belfast, with 82% of parents surveyed saying they encourage their children to think about giving as well as receiving at Christmas. Meanwhile, 11% say their child has independently asked to give something to a child who has less than them.

Convenience could be key to getting more toys out of cupboards and into the hands of children who will enjoy them, with 35% of parents surveyed in Belfast saying a local drop-off point would encourage them to donate more unused toys. With more than 150 Hungry Horse pubs opening their doors as Toybox Donation Stations nationwide this Christmas, Play It Forward aims to make it easier for families to turn good intentions into meaningful donations.

Hungry Horse’s toy donation initiative is now in its sixth year, with over 70,000 toys donated since it began. Building on this legacy, Hungry Horse is once again inviting families to Play It Forward, giving toys a second life and helping spread festive joy to children who need it most. The scheme will run across more than 150 participating pubs from 12th November until 19th December.

To find your nearest participating Hungry Horse and learn more about the toy donation initiative, visit: www.hungryhorse.co.uk/christmas/toy-station-donation