The Transformers robots have remained one of Britain’s most popular toys over the past 25 years despite a dramatic change in children’s tastes, retailers have disclosed.
The chain, born in September 1985, has marked its anniversary by releasing details of the nation's favourite toys from their top selling gadgets and games.
According to company figures, Toys R Us has sold more than 2.5 billion toys to 300 million customers at the chain’s 75 stores across Britain.
But despite children’s playtime habits have changed over the past 25 years, it seems youngsters still appreciate the wars between the Autobots and the Decepticons.
Experts said the 2007 Hollywood film, starring Megan Fox and Josh Duhamel, helped keep the toys in the bestseller range.
“While technology is now more popular than ever before with children, customers who have been with us for the full 25 years will start to recognise some toys which are making a comeback,” said Mike Coogan, the chain’s marketing director.
"Back in the eighties all the kids wanted to own the Transformers robots, and while they died out during the nineties they are hugely popular once again due to the 2007 movie which was based on the original series.”
The toy giant said it had witnessed a dramatic shift in tastes. Two decades ago children were nagging their parents for football stickers, Sylvanian Families and Transformers Robots.
But in recent years some of the biggest sellers have been high-tech toys such as Nintendo Wii, PlayStation 3 and XBox 360.
What has also remained consistent is the impact and influence of television programmes and movies, Mr Coogan said.
“We are… seeing huge demand for soft toys and characters from popular TV shows - even more adult shows such as Who Wants To Be a Millionaire influences the games parents are buying for their children,” he said.
It all began with Transformers, Robots in Disguise and Optimus Prime in 1985. The vehicles that switched from vehicle to robot and back again were in huge demand at Christmas.
Since then Teenage Mutant Hero Turtles (1990) and GameBoy (1991) Power Rangers (1194) and POGS (1995) have all had their 15 minutes of fame.
Bob The Builder, Bratz and BeyBlades are also names which will ring bells with mums and dads up and down Britain.
In 2008 High School Musical Dance Mats were hugely popular. The following year Go Go Pet Hamsters were the must-have.
Other movies and TV merchandise loved by kids over the years includes In the Night Garden, High School Musical , Batman and Ghost busters.
Most recently Toy Story 3 launched in UK cinemas and insiders speculate sales for the movie's merchandise will be massive this Christmas