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When you consider that toy retailers live and die by their ability to predict what will fire the imaginations of children at Christmas time, it's no great surprise that toy predictions have become something of an industry institution.
These "Top Toy" lists generate plenty of column inches for the industry - and whilst many of them are painfully transparent, there's always a few gems that warrant a closer look. Every year the lists seem to be released earlier and earlier, although no-one has yet beaten Tesco who in 2011 announced their recommendations on 6th June!
Held at London’s Business Design Centre in Islington, 2025’s The Big Christmas Press Show is organised by CIJ Group and brings together consumer specialists, retail insiders, shopping experts and trendsetters to spotlight the most coveted gifts predicted to be sell-outs this holiday season.
Children’s Category Winners
Creator 3-in-1 Wild Animals: Pink Flamingo (LEGO)
Video Projector Camera (Canal Toys)
Brick Like This (Asmodee)
Puffy Pouches Deluxe Supermarket (John Adams)
Codee the Colour-Sensing Chameleon (Menkind)
Kidult Category Winners
Polly Pocket Elf Compact (Mattel)
Hitster Guilty Pleasures (Jumbo)
Spin-Fessions (Tomy)
McLaren F1 Team MCL38 Race Car (LEGO)
Star Wars R2D2 Thermoelectric Mini Fridge (Menkind)
Budget Category Winners
Mini Cam – Digital Camera (Canal Toys)
London’s Christmas Spirit 1000 Piece Puzzle (Ravensburger)
5 Second Rule Mini (Vivid Goliath)
Sensory Bag – Farm, Creativity for Kids (KAP Toys)
Harry Potter Crystal Art Sticker Album Starter Set (Craft Buddy)
Splurge Category Winners
Xootz Landrover Electric Ride-On (Wilton Bradley)
Brio World Deluxe Dinosaur Railway Set (Ravensburger)
“With over 50 years in toys, we’re confident that families can rely on us to find the coolest toys to gift this Christmas, making it truly special for kids and adults alike” is how Argos's head toy buyer Chantal Pearce introduced their list of recommendations for Christmas.
The list can be broadly divided into TV and film character toys, tech-focussed toys, products that are designed to inspire kids’ creativity through play, and a range of educational toys that turn development into an exciting adventure.
Bitzee Hamster Ball (Spin Master)
Bluey Toy House Playset Mega Bundle (Moose Toys)
Build-a-Bear Workshop Stuffing Station (Casdon)
Fat Brain Toys Air Toobz (Tomy)
Gabby’s Dollhouse The Movie (Spin Master)
Gui Gui Create & Collect Slime (Moose Toys)
Hot Wheels City Ultimate Dual Dragon Transporter (Mattel)
Instant Print Tablet (Canal Toys)
Jurassic World Interactive Hatching Dino (Spin Master)
Leapmove (LeapFrog)
Disney Lucky & Penny 101 Dalmatians Puppies Set (LEGO)
Fortnite Klombo Figure Building Set (LEGO)
Star Wars Wicket the Ewok (LEGO)
Little Live Pets Gotta Go Giraffe-Gigi (Moose Toys)
Monster Jam Smash & Bash Gravedigger (Spin Master)
Soccer Dash (Golden Bear Toys)
Star Wars Power Crystal Lightsaber (Hasbro)
Sticki Rolls Sticki Rolluxe (Character Options)
Toniebox 2 with Creative Tonie (Tonies)
Wicked Students of Shiz 5 Small Dolls & Accessories (Mattel)
With 120 days still to go until The Big Day, John Lewis has unveiled the toys they think are going to be most in demand this Christmas. Featuring a £125 Brio set and a Sylvanian Families castle, their recommendations also include a wooden air fryer that comes complete with wooden chips and chicken drumsticks.
Uno Spin (Mattel)
Gui-Gui Shimmer Deluxe Duo Set (Moose Toys)
Scalextric Police Chase – Hornby
LEGO Minecraft the Creeper (LEGO)
Steiff Jimmy Teddy Bear Christmas (Steiff)
VTech Toot-Toot Drivers Bluey Road Trip Playset (VTech)
Sylvanian Families Skytop Fairy Castle (Epoch Making Toys)
Tonies Toniebox2 (Tonies)
Brio Mega Spiral Set (Ravensburger)
John Lewis Wooden Air Fryer (John Lewis)
Selfridges' eclectic list of top toy picks is noticeably different from other retailers, preferring to identify broad product ranges rather than individual toys or games.
Sylvanian Families
LEGO One Piece
Pokémon
Hot Wheels F1
Noodoll Plush
Wicked Licensed Toys
Smiski
Labubu
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