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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!
Featuring iconic franchises and trending collectibles, Amazon's anticipated 2026 "Toys We Love" list feaures products from £10 to £200. Family-favourite card games, construction kits and electronics all make an appearance.
USAopoly Flip 7 With A Vengeance (Asmodee)
Uno Liar’s Card Game (Mattel Games)
Disney Yuyus – Winnie the Pooh (Simba Smoby)
Starbox Nook Series 1 (Zuru)
Lego Botanicals Rocking Plants (Lego)
Star Wars Action Buddy Grogu (Hasbro)
Disney Darlings Minnie Mouse Feature Doll (Jakks Pacific)
Playmobil Space ESA Mars Research Rocket (Playmobil)
Pokémon TCG: Mega Moonlit Tin (Pokémon)
Schleich Horse Club (Schleich)
Lexibook Elo-StarCam (Lexibook)
Hot Wheels Lamborghini Miura (Mattel)
Amazon Kids Tablet 8 (Amazon)
Having surveyed its customers about when they start seriously thinking about their Christmas toy purchases, Hamleys chose to publish their Festive 15 List on 14th October, 72 sleeps until The Big Day. Featuring the usual smattering of exclusive lines, eagle-eyed viewers will notice how the list plays heavily into the "persona play" trend where central characters encourage children to make up their own adventures.
Thunder Unicorn (Buzz Retail)
Barbie In The Nutcracker Clara Doll (Mattel)
Stamp & Spin Pizza Playset (Play-Doh)
Articulate Under Pressure (Tomy)
Primal Hatch Megalodon (Spin Master)
Doctor Doom Action Figure (Hasbro)
Hatsune Miku T-Most PVC Figure (Furyu)
The Big Squij Range (Keycraft)
Numberblocks Sing & Record Music Player (Learning Resources)
Doctor Doom Bust (LEGO)
Ready, Pedal, Go Peppa Interactive Toy (Hasbro)
Wooden London Taxi (Hamleys)
Magic 3D Track Set (Hamleys)
Movers and Shakers (Hamleys)
ScorpiX RC Transforming Car (Hamleys)
"Made with real families and real budgets in mind" is how True Toys' (formally BargainMax) introduced their first ever Christmas toy list. It shares plenty of similarities with the predictions already announced by other retailers - including Tonies, LEGO and FurReal - but also a few lesser-known gems from the likes of Boldcube and Bayer.
FurReal Gabby the Grow & Roar Tiger (Just Play)
Scoop & Learn Ice Cream Pop Up Shop (LeapFrog)
Dolls Pram (Bayer)
Heishi Bracelet Maker (Maped)
Play-Doh Retro Mix and Play (Horizon Group)
Miniverse Real Music Record Player (MGA)
Disney Princess Projector
DecoTime 300 Markers (True Toys)
Professional Studio Pottery (Buki France)
Peppa Pig Toy Interactive Plush (PlayShifu)
Huffy Bike (Huffy)
Bluey Starter Set (Tonies)
Stunt Scooter (Boldcube)
KPop Demon Hunters Set (LEGO)
"This year’s Top Toys list has been curated to showcase the very best of play, with a big focus on imagination, creativity and, above all, fun" is how Sinead Byrne, Smyths' Marketing Director described their 2026 Christmas list. Featured brands include the ever-popular Pokémon, Toy Story, Paw Patrol, Uno, although some products from lesser-known brands also get a look in.
Ultimate Woody and Buzz Lightyear (Mattel)
KPop Demon Hunters Leaping Derpy 43cm Plush (Jazwares)
Remote Control Titan Crawler Truck (Stunt Cars)
Beyblade BBX Double Extreme Motorized Stadium (Hasbro)
Drawing Robot Set (Crafty Co.)
Gui Gui Salish Deluxe Haul (Moose Toys)
Rump Race (Vivid Goliath)
Uno Show ‘Em No Mercy Extreme (Mattel)
Mercedes Truck (LEGO)
Kick-About Interactive Training Game
Double Dance Mat with Bluetooth
Real FX Pikachu Puppetronic (WOW! Stuff)
Little Live Pets My Baby Kiki the Koala (Moose Toys)
Pets Alive Mommy Elephant & Baby Surprise (Zuru)
Paw Patrol Ultimate Dino Hauler (Spin Master)
The Entertainer's top picks for Christmas 2026 features a mix of household names, new launches and exclusive lines. Teal Group CEO Andrew Murphy said: "when curating this list, we thought broadly about the demand we’re currently seeing and what we’re hearing from customers; we’re certainly not trying to be niche within toys."
Limited Edition Aston Martin Aramco Formula 1 Construction Set (Meccano)
Mini Brands Vinyl Playset (ZURU)
Pokémon Battle Action Pikachu (Jazwares)
Botanicals Rocking Plants (LEGO)
Peppa Pig Ready, Pedal, Go Peppa Bike (Hasbro)
Furreal Gabby The Grow And Roar Tiger (Just Play)
Primal Hatch Megalodon Electronic Pet (Spin Master)
Clickeez Bubble Pops Keyboard Mega Mystery Figure Pack (Vivid-Goliath)
Wooden Kitchen (Early Learning Centre)
Bluey Muffin’s Home Playset (Moose Toys)
Designed to "bring together the very best in imaginative play and innovation,” Argos was the second retailer out of the blocks with their suggestions of what should be on the wish lists of boys and girls in the lead up to Christmas.
The firm's head toy buyer, Chantal Pearce, said: "from movie magic and retro nostalgia to screen-free storytellers and hands-on crafting, we’ve curated a range that inspires imagination, supports children’s development and encourages creativity through play.”
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.
Mini Brands Really Works Vinyl Playset from ZURU
Donkey Kong Arcade Building Set from LEGO
City Ultimate T-Rex Garage from Hot Wheels
Toniebox Lite from Tonies
My Magical Dragon Skye from Little Live Pets
Primal Hatch Megalodon Hatching Egg Shark Toy from Spin Master
Kidi 12-In-1 Guitar Superstar from VTech
Projector Karaoke Machine
Pokémon Smart Play from LEGO
Armorsaurs Armor-Up Dinosaur T-Rex from MGA Entertainment
Giftie Badge Maker from Character Options
Four Storey Wooden Doll House from Jupiter Workshops
Toy Story 5 Bullseye Jumbo Plush from Mattel
KPop Demon Hunters Golden Singing Dolls from Mattel
Megasaurus Dino Vehicle from Spin Master
Ready Pedal Peppa from Hasbro
Minions & Monsters Fart Blaster Pro from Moose Toys
Flutter Monster 40 cm Soft Toy from Argos
Chad Valley Alfie And Jo Wooden Train Set from Argos
Chad Valley Wooden Classic Kitchen from Argos
This year's top Christmas toys "welcome families to put the living room back at the heart of family life" says Alan Wright, John Lewis's resident toy expert. The popular retailer's top ten list - which was unveiled a whopping 127 days before The Big Day - is designed to tap into families' desire to swap screen time for shared experiences. Featuring products from Independent Toy Award winners Plus-Plus, Connetix and Micro Scooters, the list also features products from toy behemoth LEGO and an exclusive John Lewis role-play 'breakfast in bed' set.
Momiji Sugar Plum Wood Message Doll
John Lewis Wooden Breakfast in Bed Set
K-Pop Demon Hunters Rumi Singing Doll
Marvin’s Magic Treasured Tricks Wooden Set
Mon Ami Colette Duck Soft Toy
Connetix Ball Run Launcher Pack Set
Plus-Plus Learn To Build Space Superset
LEGO Icons Winter Village Collection Holiday Express Train
Micro Scooters Mini Micro Eco Gruffalo Foldable LED Scooter
Gruffalo Bell, Gruffalo Basket and Gruffalo Helmet
Le Toy Van Paddington Doll’s House
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