The toy experts at Very.co.uk reveal the toys sure to put parents on the nice list this year, with their top 16 toys to buy this Christmas.
- LEGO and Barbie are the most popular childhood toys, according to a survey of 1,000 parents
- Educational toys are more important to parents than the age rating, or price
- More than half of parents intend to spend more on toys this Christmas than 2023, an average of £95.58 per child
- This year’s biggest trends have been mini everything, Kidult, and Stitch with no signs of stopping in 2025
When it comes to what parents are buying for their children, new research fromVery reveals that more than half of parents (51%) have spent more on toys for their kids in 2024 than last year, with 53% planning to spend more on toys this Christmas than in 2023.
Parents plan on spending £279.49 on average this Christmas, with £95.58 expected to be spent on toys per child, up from £89.79 per child in 2023. Now, as Christmas creeps closer, the toy experts at Very have revealed the top toys to buy this Christmas.
Dream toys for Christmas, according to Very’s experts
- LEGO Technic McLaren P1 Car Set – £389.99 (now £349.99)
- LEGO Stitch – £59.99 (now £46.99)
- Mystery Hatch Pufficorn – £64.99
- Disney Bitzee – £39.99 (now £34.99)
- LEGO Groot -£44.99 (now £32.99)
- Bluey Plane – £59.99
- Rainbow High Winter Wonderful Dolls – £34.99
- Dance N Crawl Spidey – £39.99 (now £31.99)
- Acorn Ice Cream Cart – £49.99 (now £39.99)
- Barbie Dance & Show Horse – £44.99 (now £34.99)
- FurReal Daisy the Yoga Goat – £49.99
- Monster High Haunted High School – £199.99
- 1 Minute Cotton Candy Machine – £29.99
- Leap Frog Count & Swirl Ice Cream Maker – £27.99 (now £21.99)
- Heroes of Goo Jit Zu Hero Creator Pack – £19.99 (now £16.99)
- Terror Fride the Gross Bucket – £29.99
Not only does LEGO occupy three spaces in the top 16, a survey of 1,000 UK parents commissioned by Very uncovered that LEGO is also the toy that people most enjoyed playing with as children, with more than 30% of respondents choosing LEGO ahead of any other toy.
Other iconic brands like Barbie, Leap Frog and the ever-popular Rainbow High also made it into the experts’ top buys this Christmas.
Top Toy Trends, According to Very’s Experts
When looking at what’s going to be big going into the new year, Victoria Aldrich, Trading Director at Very says: “This year, we’re seeing a fascinating mix of trends influencing what kids are playing with. Nostalgia and classic play patterns remain important, but there’s also a huge surge in toys inspired by online trends, digital content, and a desire for both creative expression and mindful activities.”
LEGO Technic McLaren P1 Car Set – £389.99 (now £349.99)
1. Kidult
The kidult toy trend refers to adults increasingly buying toys for themselves, driven by nostalgia, and/or a desire to connect with their inner child. “The ‘kidult’ market is exploding, and it’s showing no signs of slowing down. We’re seeing huge growth year-on-year, with an ever-expanding range of products across all categories, from affordable LEGO sets to high-end collectible figures and even arcade machines.”
2. Mini everything!
“Miniaturisation is captivating kids! We’re seeing incredible growth in miniature toys, whether it’s tiny baby dolls, shrunken plush, or miniature food playsets. Brands like Miniverse are at the forefront of this trend, capitalising on kids’ fascination with all things small and collectible.”
3. Gaming, anime and YouTube content creator success
“The lines between digital and physical play are blurring. Gaming, anime, and YouTube creators are driving massive interest in collectibles, stickers, and trading cards, with brands like Pokémon, Animal Crossing, Aphmau, and MrBeast leading the charge. This trend speaks to the power of online communities and how they shape kids’ desires and play patterns.”
LEGO Stitch – £59.99 (now £46.99)
4. Disney continues to rise in popularity
“Licensed toys are a powerhouse in our offering, and LEGO is a major driver of that success, fuelling both our sales and the overall market growth. We’re seeing incredible momentum with Disney’s Stitch, alongside enduring favourites like Star Wars, Marvel, and Bluey. Looking ahead, new releases like ‘Wicked,’ ‘Moana 2,’ and ‘Sonic’ promise exciting opportunities across our department store offering, and our strengthened relationships with licensors put us in a fantastic position for 2025 and beyond.”
5. Creative & wellness
“Creativity and wellness have become essential themes in the toy space. Arts & Crafts continue to be a strong performer, especially with the popularity of bracelet making (thanks to the Eras Tour!), DIY beauty kits, and the slime resurgence driven by TikTok trends. LEGO Botanicals has also tapped into this desire for mindful activities, offering a wonderful range of building sets for all ages and budgets.”
FurReal Daisy the Yoga Goat – £49.99
Nostalgic Toys and Games
The survey also revealed the favourite childhood toys and games of parents, as well as their toy-buying habits now that they have children of their own. It was revealed that while two thirds (66%) of those surveyed said that their favourite toy is still available today (namely LEGO and Barbie), there are a few childhood favourites that are missing from today’s toy shelves.
Amongst the nostalgic toys that parents wish were more widely available today is the Tamagotchi, with 15% of those asked saying they would like to see this toy more. Power Rangers figurines are another childhood favourite that parents wish they could still buy today, with 10% of respondents saying they miss this toy the most.
Despite many childhood favourites no longer being available to buy, almost two thirds of parents (63%) said that they plan to purchase (or have already) some variation of their own favourite toy for their children.
Choosing and Buying Toys
Educational toys are more important to parents than anything else, with 47% of parents saying this is their major consideration, followed by whether it is interactive (37%), if it encourages creativity and imagination (33%), and that the toy should be age appropriate for safety (32%).
When it comes to buying toys, the main focus for parents is making sure that the toy matches the interests of their child (76%), while many also rely heavily on reviews and recommendations with 65% agreeing that they are more likely to buy toys that have been recommended by other parents, while 60% check the online reviews when choosing toys.
The price of the toy is the fifth consideration for 30% of parents, followed by whether it is colourful (27%).
Of the parents surveyed, average spend for LEGO this Christmas per child will be £50.79, the most of any other toy brand analysed, while Hot Wheels placed second with an average expected spend of £37.59 followed by Marvel character dolls with an average of £37.36 being spent this year. Another Hasbro favourite, Furby, is also high on Christmas wish lists this year with an average expected spend of £30.96 per child for this interactive toy, according to the 1,000 parents surveyed.
The research comes off the back of Very unveiling its new toys campaign, ‘Daydreaming’, which has been designed to inspire families to start their Christmas toy shopping early. The new campaign launched earlier this month as research from the online retailer reveals more than three fifths of people think about Christmas in October. What’s more, when it comes to prioritising Christmas shopping, almost two thirds of Very’s customers say they buy gifts for children first, with the retailer’s sales for toys increasing by 67%, on average, in October when compared to September.
Jessica Myers, chief customer officer at The Very Group, which operates Very, said: “We are thrilled to launch our ‘Daydreaming’ campaign, centred around our ‘Let’s Make It Sparkle’ proposition. We know how important Christmas is to our families and our latest toys campaign showcases an array of the most anticipated and popular toys and brands for 2024, curated by our category specialists.”
For more information on the UK’s most popular toys, please visit: https://www.very.co.uk/most-loved-toys.page
