Nine expert tips to ensure Christmas gifts keep kids engaged and imaginative

Parents have revealed the toys which hold their child's attention the least - including teddies and musical instruments. Mums and dads were quizzed on the longevity of their youngsters' engagement with varying items - with things like shape sorters and car garages also not holding lasting interest.

And 73% revealed they think children's attention spans are shorter than ever, with 18% saying their kids can only remain engaged with an activity for less than 10 minutes. However, the poll of 1,000 parents of children aged two to 12, commissioned by kids' audio player company Yoto, revealed creative toys including craft kits, books and things like balls or skipping ropes held them for the longest.

To combat decreasing attention spans, the brand has launched gift bundles that include hours of kid-friendly audio content, as well as developing interactive audio cards with gaming and activities like drawing, baking and yoga.

Clinical psychologist Dr Martha Deiros Collado has partnered with Yoto to reveal nine tips on things to consider ahead of Christmas when it comes to longevity for present purchases.

She said: "The research has shown that parents have natural concerns about their children's attention spans, something that's front of mind this time of year with festive gift buying around the corner.

"Thankfully, there are a number of things you can weigh up to ensure the next big buy isn't stuck on the uninteresting pile within days.

"Avoiding short-lived trends, opting for things that can be used in multiple different ways and choosing toys that can be shared as well as be used alone, such as magnetic tiles, can go a long way to combatting this."

Dr Martha also revealed looking at options that encourage problem solving to develop real world skills and items that can be used when on the move, so they're not confined to being used purely at home.

It emerged 35% of parents said they give how long something will keep their kids occupied for a great deal of thought before they decide to buy it.

While 49% look for things that encourage creativity and 36% want something that offers the opportunity to educate them.

Yet, 60% have ended up buying something their child has no interest in whatsoever - with mums and dads ending up dissatisfied by the longevity of 58% of what they end up purchasing.

Interestingly, 69% have bought a toy specifically to help improve their child's focus and attention span.

Interactive storybooks, puzzles and activity books were some of the most common products bought with this in mind.

And 91% agreed it's important to ensure Christmas gifts capture their imagination for a long period of time according to the OnePoll.com data.

Three quarters (75%) wished they knew how to help their child grow their attention span, with 97% considering it important to spark imagination and creativity within their child.

Fifty-eight% advised other parents to encourage questions from their kids to keep them curious, while 54% said it's important to celebrate their imagination. While 50% said it's crucial to limit screen time.

Jess Tarrant, content director at Yoto, said: "According to this research, parents are clearly putting a lot of thought - and even worry - into their choice of the 'big present'.

"That's why we want to help them when faced with the overwhelming options out there during this busy Christmas planning phase.

"It's clear that engagement is top of the list when it comes to what might be under the tree - with encouraging creativity and imagination hugely important to a child's development.

"But longevity is also crucial - so to be able to buy something that you really get value from and can grow with your child is the ideal."