Top Toys for Christmas 2025

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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!

The Winners (announced 27th August 2025)

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)

The winners (announced 26th August 2025)

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