The shift from live TV to video platforms has made toy makers and sellers rethink products and where to sell them

Letters to Santa used to be filled with ideas from the Argos catalogue or adverts on children’s telly, but for today’s kids raised on “swiping and streaming” YouTube is their shop window – which is why some are asking for a plastic toilet this Christmas.

The stakes are high for the toy trade at this time of year as consumers spend about £900m on dolls, games and action figures, equal to a quarter of annual sales.