Selfridges Unveils Top 10 Christmas Toys, Highlighting 90s Nostalgia and Japanese Imports

Luxury department store Selfridges has released its predictions for the 10 best-selling Christmas toys, with a notable emphasis on 90s nostalgia and Japanese-inspired items. The list anticipates that classic brands and characters from the 1990s, alongside popular Japanese toys, will dominate holiday wishlists this year.

According to Joe Evans, Selfridges Toy Buyer, there is an expectation of "smiles on families' faces this Christmas, as parents indulge in some of their favorite childhood toys, with 90s classics set for a big comeback." He also highlighted the anticipated popularity of Japanese toys such as Pokémon and Hello Kitty, along with the enduring appeal of Jellycat plushies.

The retailer's prediction comes as searches for 'Christmas' on Selfridges.com saw a nearly 300% increase in August compared to July. This surge suggests a growing eagerness among consumers to begin their holiday shopping early. Data from the YouGov Big Survey on Christmas indicated that as many as 14% of Britons start their Christmas shopping in September to avoid the pre-festive rush.

Selfridges' Christmas Shop in London opened on September 14, featuring over 1,120 decorations. The store's merchandising leans into the current trends of 90s nostalgia and Japanese influences, which are also prevalent on social media. The retailer's bauble collection includes Pokémon characters, Hello Kitty, and nods to 90s icons like the Spice Girls and Snoopy.

Among the predicted top toys are Jellycat's Leicester Pigeon, Saniro x Chiikawa Kiramekko keychains, and a Pokémon Elite Trainer Box playset. Other anticipated bestsellers include the Sylvanian Families Red Roof Riverside Manor Playset, Sonny Angels, a Tonies Pokémon Collection, Bratzies, and a Gui Gui Mega Slime set. Nostalgic playsets such as Lego's Shrek, Donkey & Puss in Boots and a Hello Kitty collection are also expected to be popular.

This year's toy trends reflect a broader cultural interest in items that evoke childhood memories and global influences. The resurgence of brands like Bratz dolls, now presented as Bratzies, and the continued popularity of Pokémon, which is celebrating its 30th anniversary with a new card collection, underscore the demand for familiar and collectible toys. Similarly, Hello Kitty, a 1990s teenage wishlist staple, is collaborating with STEIFF in a collection celebrating love and optimism.

Selfridges' toy buyer noted that "Japanese toys like Pokémon and Hello Kitty to fly off the shelves. And of course, Christmas wouldn't be the same without a new must-have Jellycat plushie for shoppers both young and old to covet!"

In related business news, Selfridges has reported a significant improvement in its annual performance, posting a pre-tax profit of £13 million for the 52 weeks ending January 3, 2026, a turnaround from a £15.9 million loss the previous year. Revenue increased by seven percent to £830.8 million, with operating profit jumping 88 percent due to higher margins and increased in-store sales. Selfridges CEO André Maeder attributed this performance to the retailer's resilience in a challenging economic environment. The company has also reiterated its call for the restoration of tax-free shopping for international visitors.