Hamleys has unveiled its top 10 Christmas toys for 2024, with a notable shift towards adult buyers, or 'kidults', for the first time. The retailer is tapping into a £1.2bn trend of adults purchasing toys for themselves, a habit that surged during the pandemic and now accounts for about a third of the UK's £3.6bn annual toy sales.
The most expensive recommendation for kidults is a £150 radio-controlled 'Lunch Box' van from Japanese brand Tamiya, originally released in 1987. Other suggestions include £45 collectible figures from the anime series Cult of San Reja and a £40 soft dart blaster. Victoria Kay, head of buying at Hamleys, said: 'You have to consider kidults and anime to be relevant in the market.'
For children, the traditional top 10 list features mostly affordable options, with prices starting at £18 for Marvel Squish-A-Boos soft toys. The priciest children's toy is the £90 Beast Lab experiment kit. Kay noted the retailer's awareness of the cost of living crisis, emphasising the importance of providing a range of pricing options for parents.
Highlights include the LOL Magic Flyers, a battery-powered fairy that flies out of a box, and Barbie Pop Reveal fruit series dolls at £27, capitalising on the success of the recent film. For younger children, Playmobil's Winnie and Piglet's Treehouse and a Paw Patrol rescue jet are recommended. Family game Twister Air, which uses an app and wrist bands instead of a mat, completes the list.
