Children are turning their backs on traditional toys at Christmas in favour of the latest high-tech gadgets, a new study suggests.
Youngsters are filling their festive wish lists with pricier technology products at the expense of dolls and car sets favoured by previous generations, according to the Duracell Toy Report.
A breakdown of the top 10 most wanted toys for this Christmas among children aged five to 16, revealed a grown-up taste in gifts, with Apple products, including the iPhone 4, iPod Touch and iPad dominating the top three places.
Approximately 39% children quizzed desired Apple gadgets this year, with 17% of five to eight- year-olds, 50% of nine to 12-year-olds and 66% of 13 to 16-year-olds all putting Apple items at the top of their lists.
The report, which quizzed a total of 2,138 children and parents in equal measure, also highlighted the growing similarities between boys' and girls' preferred Christmas presents, with both sexes increasingly opting for gender neutral gadgets.
It found more than three out of five parents admitted choosing Christmas presents that would keep their youngsters quiet throughout the holidays.
It also revealed today's children had on average 39 toys or gadgets to play with - more than twice as many as their parents did at the same age.
Boys had more toys and games than girls (41 against 36), with boys receiving on average an extra £8 worth of Christmas gifts than girls (£153.30 against £145.00).