Toys inspired by KPop Demon Hunters, PAW Patrol, Pokémon and Toy Story 5 have all been confirmed as part of the DreamToys 2026 listing.
The list highlights the 15 toys which are predicted to be most in demand this Christmas.
Toys for 2026 included Beyblades Sneak Attack Battle Set (Hasbro); Hot Wheels City Ultimate T-Rex Garage (Mattel); KPop Demon Hunters Huntr/x Singing Dolls (Mattel); PAW Patrol Megasaurus Dino Vehicle (Spin Master); Pokémon Trading Card Game: 30th Celebration Elite Trainer Box; and Toy Story 5 Explore & Learn Lilypad (VTech).
The list’s announcement comes as industry data tracking expert, Circana, revealed the UK toy market to September 2026 grew by 13% in value, reaching £2.64 billion, or £4.58 billion for the 12 months from September 2025.
Unit sales rose 17% to 257 million, representing an additional 38 million toys purchased compared with the same period last year.
“2026 has been incredible for the UK toy market, with growth reaching levels we haven’t seen in more than a decade,” commented Paul Reader, chairman of the DreamToys Selection Panel at the Toy Retailers Association. “What’s particularly encouraging is that this isn’t being driven by one product or category. Innovation, newness and the enduring appeal of play are helping the market grow across a wide range of toys.
“This year’s DreamToys list celebrates the toy market’s diversity and the products we expect to be high on children’s wish lists this Christmas. From toys that spark imagination and creativity to those that bring families together, the list reflects the incredible variety of play experiences available today.”
Growth was driven by strong performance across a broad range of categories, led by explorative toys (+45%), building sets (+32%), action figures (+17%) and traditional games (+17%).
The positive performance is reinforced by findings from global kids and parents market intelligence company The Insights Family, which revealed that fun has overtaken educational value to become the number one driver of parents’ toy purchasing decisions.
The research found that children’s weekend playtime with toys and games is up 10% on last year, and one in five parents of children aged three to nine say the chance to play together as a family influences what they buy.
“These findings highlight the important role toys continue to play in children’s lives and the evolving priorities of families when it comes to choosing what to buy,” commented Tom Williams, ceo at The Insights Family. “Fun is now the leading factor in parents’ toy-buying decisions, overtaking educational value, while value for money and the potential for toys to be played with repeatedly are also increasingly important. Parents are choosing toys that are entertaining, empowering and deliver a sense of creativity and achievement. This reflects a desire for toys that deliver lasting enjoyment and offer something for the whole family, which is exactly what this year’s DreamToys list provides.”
Melissa Symonds, executive director of UK Toys at Circana, continued: “It’s been an exceptional year for the UK toy market, with the strongest growth we’ve seen in at least a decade. We’re seeing strong demand across a wide range of toys that encourage creativity, imagination and fun, and the industry is heading into Christmas with real momentum.
“Last December, more than 1,300 toys were flying off shelves every minute during the busiest shopping week, and with sales already well ahead of last year, retailers will be hoping for another bumper festive season.”
There is also encouraging news for UK high street toy retailers, with physical retail regaining ground. According to The Insights Family, more than three-quarters (76%) of parents say they spend more in-store than online, up from 71% in 2024, highlighting the continued importance of the in-store shopping experience for families.
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