John Lewis has unveiled its anticipated list of the top 10 toys expected to dominate Christmas wish lists, signaling a trend towards physical play and family-oriented activities over screen time. The predictions, made more than four months before the holiday season, include a £300 Le Toy Van Paddington doll's house and a K-Pop Demon Hunters singing doll.
The British retailer noted a preference for toys that encourage families to play together within the home. The list also features LEGO sets, scooters, and Gruffalo-themed items. Reflecting a 'slow living' trend, a wooden breakfast-in-bed set is included, alongside a magic tricks set for home entertainment.
This focus on tangible toys aligns with observations from other retailers, such as HMV and The Works, which have reported increased demand for physical toys, games, and collectibles. This resurgence is attributed, in part, to families seeking activities that offer an alternative to digital engagement.
Alan Wright, toy expert and buyer at John Lewis, described the trend as a "great play revival," where "playtime" toys that foster collaboration, creativity, and outdoor adventures constitute nearly half of the toy department's sales. He stated, "Families are actively choosing connection over collection and swapping screen time for shared experiences that create lasting memories."
Among the predicted bestsellers is the Micro Scooters Gruffalo Scooter, priced at £116.95, which has seen significant demand. Marvin's Magic Treasured Tricks Wooden Set, retailing for £39.99, also made the list, encouraging imaginative role-play and performance skills.
LEGO's Icons 10361 Winter Village Collection Holiday Express Train, exclusive to John Lewis, is another featured item designed for collaborative building. Other popular culture-inspired items include the K-Pop Demon Hunters Rumi singing doll and Momiji's Sugar Plum Wood message doll.