Hamleys has unveiled its top toys for Christmas 2025, with the list reflecting a blend of nostalgia and emerging trends. The iconic toy retailer highlights the rise of Asian blind box toys, which have become a global craze, alongside enduring classics like Sylvanian Families, Hot Wheels, and Polly Pocket. TV and movie merchandise, particularly from Bluey and Wicked, also features prominently.
Victoria Kay, Head of Buying and Merchandising at Hamleys, noted that TY Beanie Bouncers have become a full-on craze, describing them as 'uncomplicated fun – a timeless toy, reimagined.' Interactive toys remain popular, with Bitzee returning in a hamster-style version and Little Live Pets expanding its range with new characters like Gotta Go Giraffe-Gigi and Mama Turtle and Baby Surprise.
Creative and screen-free toys are also key trends. LEGO collaborations with Minecraft and Barbie with Play-Doh are tipped to be hits, while the YOTO audio player continues to grow with new character stories. Jellycat's Christmas range, including a Letter To Santa and Snowglobe plush, is generating excitement, and the Fuggler toy line has expanded with SpongeBob characters.
Mark Austin, Sales Director for Toy World, explained that trading cards, especially Pokémon, remain strong as the brand approaches its 30th anniversary in 2026. He also noted that Bluey continues to captivate both children and adults. Retailers like Amazon, John Lewis, and Argos have also released their top toy lists, with John Lewis buyer Alan Wright emphasising the aim to offer products that provide 'hours of enjoyment' for all children.
