Top toy trends for Christmas 2026 and the cheaper alternatives

When it comes to children's toys, it feels like there's a new fad every five minutes, and keeping track of the trends can become an impossible task.

To help save you from the guesswork before your next children's birthday party, we spoke to major players and retailers in the children's entertainment sector and gained insights from the recent British Toy & Hobby Association (BTHA) Toy Fair to uncover the toy trends taking over in 2026. Below, we've divided their suggestions into themes and explained why we think each is a hit.

Plus, John Lewis and The Entertainer have recently unveiled their bestselling toy predictions for Christmas 2026 – you can find all the details you need to know here.

Shopping for a little one or game enthusiast soon? Don't miss our guides on the best gifts for kids and best gifts for gamers

Toy trends for 2026: top categories

Lego Smart Play

Why is it trending? Lego's newest invention 'Smart Play' adds greater interactivity to playtime. Smart Bricks, Minifigures and Smart Tags can react to certain stimuli, making them light up, play sounds and more.

• Lego Star Wars Smart Play Luke's Red Five X-Wing 75423 – SQUIRREL_TEXT_50026391. This set lets you bring Luke's X-Wing to life, containing a motion-activated Smart Brick in the engine, two Smart Mini figures, and five Smart Tags with dynamic sounds and lights.
• Lego Star Wars Smart Play Throne Room Duel and A-Wing 75427 – SQUIRREL_TEXT_50026394. Recreate the epic battle between Luke Skywalker and Darth Vader, with Lego Smart features to light it up, play music and light sabre sounds.
• Leo Star Wars Smart Play Yoda's Hut and Jedi Training 75422 – Available from Lego (£59.99). This set contains two mini figures of Luke and Yoda as the former begins his Jedi training.

See the best Lego deals on themed sets, including Star Wars, Harry Potter and Marvel

The World Cup

Why is it trending? The World Cup was jointly held by Canada, Mexico and the USA this year, and football-themed toys are benefiting from the hype. 

• FIFA World Cup 2026 Ballers Series 1 – SQUIRREL_TEXT_50026389. With 33 iconic players to collect, these blind box (or, blind ball) toys each contain a mini figurine of your favourite football stars.
• Strikesphere Soccer Dash – SQUIRREL_TEXT_50022565. This was one of the most popular trending toys in our round-up over Christmas. It's an interactive football trainer with six game modes and sensors designed to give real-time feedback and help your child become the next Lionel Messi.

Read more of the best football toys, as picked by our experts

Pokémon

Why is it trending? This year may well mark the return of 1990s nostalgia, with popularity for Pokémon rising as the brand celebrates its 30th anniversary. Expect everything from classic trading cards to mini figures and plushies.

• Pokémon Trading Card Game: Battle Academy – SQUIRREL_TEXT_50026402. Inside each Battle Academy box, you'll find three 60-card Pokémon Trading Card Game decks, a board, tutorial guides and accessories. It's all compatible with standard Pokémon Trading Card Game products, so you can use any existing cards you have.
• Pokémon TCG: Mega Evolution Phantasmal Flames Booster Bundle – SQUIRREL_TEXT_50026403. A collection of six booster card packs to help expand your collection.
• Pokémon Pikachu 8-inch Plush Soft Toy – SQUIRREL_TEXT_50026561. A great cuddly option for Pikachu fans.

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K-Pop Demon Hunters

Why is it trending? K-Pop Demon Hunters became Netflix's most-watched film of all time last year, with more than 236m views by August 2025. Its blend of action, animation and catchy K-Pop tunes has helped turn it into a global phenomenon, driving demand for toys and merch.

• Funko Pop! KPop Demon Hunters Derpy with Sussie Vinyl Figure – SQUIRREL_TEXT_50026404. The beloved, clumsy, blue cat can have a permanent feature in your child's room with this glow-in-the-dark figurine. You can also find Funko Pop! versions of other characters, like Rumi, Mira, Zoey and Jinu.
• Monopoly Deal: Netflix K-Pop Demon Hunters Game – SQUIRREL_TEXT_50026405. A twist on the popular Monopoly Deal card game, your goal is to help Huntr/x build their fan base and prepare for their upcoming concert. 

If you prefer regular Monopoly Deal, you can read our expert review of it in the best board games

Spider-Man

Why is it trending? Spider-Man: Brand New Day was released on 29 July 2026 in the UK, bringing with it a surge of interest in the franchise.

• Lego Marvel Mech Battle Spider-Man vs Doc Ock 76338 – SQUIRREL_TEXT_50026407. Doc Ock returned to fight Tom Holland's Spider-Man in Spider-Man: No Way Home back in 2021. You can re-create the epic battle with this Lego set.
• Nerf Marvel Spider-Man Strike 'N Splash 2-in-1 Blaster – SQUIRREL_TEXT_50028842. Load this Nerf X Marvel blaster with either water or foam darts, and it comes with an adjustable strap for extra comfort and stability. 

Toy Story 5

Why is it trending? The fifth iteration of the Toy Story franchise was released in the UK on 19 June 2026. You can expect a resurgence of themed toys and figurines.

• Woody Interactive Talking Action Figure – Available from Disney Store (£37). This Sheriff Woody action figure features 15 phrases and starts speaking when he detects another Toy Story interactive figure nearby.
  
• Toy Story Woody 1:24 RC Turbo Buggy – SQUIRREL_TEXT_50026421. Woody stays attached to this remote control buggy. It has a claimed control range of around 15 metres.
• Toy Story 5 Jessie Funko Pop! Vinyl Figure – SQUIRREL_TEXT_50028841. Jessie can gallop her way into your Funko Pop! collection with this vinyl figurine.

Jellycat

Why is it trending? Interest in the London-born Jellycat has been growing steadily in recent years. The brand offers an extensive catalogue of cute and cuddly plushies perfect for kids and collectors alike.

• Jellycat Bartholomew Bear (28cm) – SQUIRREL_TEXT_50025722. A classic teddy bear plushie from the brand.
• Jellycat Amusables Carrot Cake – SQUIRREL_TEXT_50025718. This plushie was a new release for spring 2026. John Lewis describes it as 'the sweet treat of the season'.
• Jellycat Fluff Rescue Dog – Available from Jellycat (£48). Fluff is one of the latest additions to the Jellycat line-up, along with his companion Scruffles.

Where can you buy Jellycats? See more popular plushies available now, plus our expert buying advice to avoid buying a fake

Fuggler

Why is it trending? As irony-led humour and online meme culture continue to influence teenagers, Fuggler’s deliberately weird plush doll designs put personality over perfection, offering a playful alternative to more polished and traditional characters.

• Fuggler Fuggstars Rhymer McSlimer Soft Toy – Available from The Entertainer (£10). Believe it or not, the Fugg Stars 9-inch plush range was crowned a Hero Toy in the plush toys category at the 2026 Toy Fair.
• Fuggler Alley Cats Plush Stinkface – SQUIRREL_TEXT_50030763. A cat-themed Fuggler with soft plushie fur and creepy human-like teeth. 

Super Mario

Why is it trending? As with a lot of this year's toy trends, this one also relates to a new film release. The Super Mario Galaxy Movie, based on the video game of the same title, was released on 1 April 2026.

• Fisher-Price Little People Toddler Toy My Mario Character Figure Set – SQUIRREL_TEXT_50026455. A good option for younger siblings who might not be big enough to play on the Nintendo Switch just yet, these figurines let them join in on the fun.
  
• Super Mario Odyssey (Nintendo Switch) – SQUIRREL_TEXT_50026454. Adventure through the galaxy with Mario and Cappy exclusively on the Nintendo Switch.
• Super Mario Galaxy + Super Mario Galaxy 2 (Nintendo Switch) – SQUIRREL_TEXT_50030218. Get both Super Mario Galaxy games included in this Switch bundle.

Best Nintendo Switch deals: our deals experts scour the sales monthly to help you save money on a Nintendo Switch, Switch 2 and accompanying games

John Lewis top toys for Christmas 2026

Each year, many retailers release lists of the toys they think are going to be popular with kids and shoppers over the festive season.

Keep scrolling for our round-up of John Lewis' Top 10 Toys of 2026.

Momiji Sugar Plum Wood Message Doll

Age range: 15+ years

Available from John Lewis (£14.99)

Momiji’s Sugar Plum Wood is a collectable mystery box containing a small character doll inspired by woodland creatures.

Each sealed box contains one of eight possible characters, with a rare Fairy Blossom edition also available, along with a collector’s card, embroidered sticker patch and a space for a personal message or wish.

Are there cheaper alternatives?

If you want a figurine plus the ability to hide secret notes inside, you probably won't find many products like the Momiji Message Doll for the price tag.

If you're trying to save a few pennies, you could opt for some standard, non-descript fairy-themed figurines or larger models like Funko Pops.

Alternatively, you can browse alternative sets from Momiji, including the Magical Meadow and Out of this World ranges.

• Momiji Magical Meadow Vinyl Message Doll Surprise Box – SQUIRREL_TEXT_50030768
  
• Happyland Happy Fairies – SQUIRREL_TEXT_50030766
• Funko POP! Vinyl: Barbie Nutcracker 25th Sugar Plum Fairy – SQUIRREL_TEXT_50030767

John Lewis Wooden Breakfast in Bed Set

Age range: 2+ years

This wooden role-play toy lets children create and serve their own pretend breakfast.

The set includes breakfast favourites such as toast, a croissant, yoghurt and fruit, alongside a reversible cup with orange and milk options, all presented on a wooden tray.

Are there cheaper alternatives?

You save some money while still getting wooden play food sets, though plastic versions will typically be cheaper.

• John Lewis Kids' Wooden Breakfast Fry Up Play Set – SQUIRREL_TEXT_50030769
• John Lewis Wooden Vegetable Set – SQUIRREL_TEXT_50030771
• Airlab Wooden Food, Full English Breakfast Fry Up Toy Set – SQUIRREL_TEXT_50030770

K-Pop Demon Hunters Rumi Singing Doll

Age range: 4+ years

Currently out of stock. View it at John Lewis (£34.99).

Bringing one of this year’s biggest trends into playtime, the Rumi singing doll captures the Huntr/x star from K-Pop Demon Hunters in her signature performance look.

The doll is sold individually, with Mira and Zoey available separately for fans looking to complete the Huntr/x trio.

Are there cheaper alternatives?

At £35, this doll isn't cheap. Versions of Rumi and the gang that don't sing will typically be cheaper, but due to the brand's popularity, can go out of stock frequently. 

• Mattel K-Pop Demon Hunters HUNTR/X Rumi Fashion Doll – SQUIRREL_TEXT_50030773
• Mattel K-Pop Demon Hunters HUNTR/X Rumi 6-inch Action Figure – SQUIRREL_TEXT_50030774 
• K-Pop Demon Hunters Collectible Blind Box Doll – SQUIRREL_TEXT_50030775 

Marvin’s Magic Treasured Tricks Wooden Set

Age range: 6+ years

This traditional wooden magic set offers a hands-on introduction to magic, with a wand, cards and all the props your little Houdini might need.

Are there cheaper alternatives?

We found a range of Marvin's Magic sets for cheaper, including the 'Deluxe Edition' of Marvin's Amazing Magic Tricks - which contains 225 tricks - for less than £20 and Marvin's First Magic Show for less than £25. 

• Marvin's Amazing Magic Tricks Deluxe Edition – SQUIRREL_TEXT_50030776
• Marvin's Magic - Marvin's First Magic Show – SQUIRREL_TEXT_50030777
• Marvin's Magic Box of Magic Tricks Playset – SQUIRREL_TEXT_50030778

Mon Ami Colette Duck Soft Toy

Age range: From birth

Colette Duck is a soft, characterful plush toy with a cheerful expression and distinctive pink beret. The cuddly toy is suitable from birth but can only be hand-washed.

Are there cheaper alternatives?

£40 is steep for a cuddly duck – even a very cute one. We've found much cheaper similar options.

• Little Dutch Cuddle Little Goose Soft Toy – SQUIRREL_TEXT_50030779
• Mary Meyer Putty Duck Soft Toy, Yellow – SQUIRREL_TEXT_50030780
• Doris Duck Soft Toy Medium – Available from Jojo Maman Bébé (£20)

Connetix Ball Run Launcher Pack Set

Age range: 3+ years

The Connetix Ball Run Launcher Pack adds a new level of action to magnetic tile play, with a launcher that sends wooden balls speeding through custom-built tracks.

With a variety of straight, curved and slide tube pieces, connectors and tiles, children can create and adapt their own ball runs while experimenting with speed, height and direction.

The 46-piece set also includes two wooden balls and an inspiration book to spark new ideas.

Are there cheaper alternatives?

You can save by opting for a more traditional or simple marble run which might have slightly fewer or different customisation options.

• John Lewis Marble Run – SQUIRREL_TEXT_50030781
• Chad Valley Stacking Ball Drop – Available from Argos (£10)
• Marble Run Electronic 310 Piece Game – SQUIRREL_TEXT_50030782

Plus-Plus Learn To Build Space Superset

Age range: 5+ years

This 1,000-piece construction set lets children create their own space-themed models, including rockets, planets, astronauts and aliens.

Alongside Plus-Plus pieces, the set includes baseplates, wheels and hubs, allowing for both flat 2D designs and more detailed 3D builds.

Are there cheaper alternatives?

There are cheaper and smaller Plus-Plus available, such as the Learn To Build Dinosaurs kit, which might be a good option to see if your child is interested before buying a 1,000-piece set.

You can also shop for some more affordable space-themed Lego sets or puzzles.

• Plus-Plus Learn To Build Dinosaurs, 600 Pieces – SQUIRREL_TEXT_50030783
• Lego Creator 3-in-1 Space Exploration Telescope – SQUIRREL_TEXT_50027303
• Ravensburger Solar System 3D Jigsaw Puzzle, 522 Pieces – SQUIRREL_TEXT_50030785 

Lego Icons Winter Village Collection Holiday Express Train

Age range: 18+ years

Bring some festive character to your Christmas display with the Lego Icons Holiday Express Train, a detailed four-carriage set designed for adult builders.

Along the circular track, you’ll find a locomotive with a bobbing chimney, a coal tender, a flat wagon carrying a bell-ringing polar bear and a furnished carriage, accompanied by four minifigures and a small station platform.

The finished train can be pushed around the track to activate its moving features, or upgraded with the separately sold Powered Up kit for motorised play.

Are there cheaper alternatives?

At over £100, this Lego set isn't cheap, plus it isn't designed for kids. You can find cheaper festive options aimed more at children if you're shopping for a little one.

• Lego Seasons and Occasions Festive Gingerbread House – SQUIRREL_TEXT_50030671
• Lego City Advent Calendar 2026 – SQUIRREL_TEXT_50030673 
• Lego Star Wars Gingerbread AT-AT Walker – SQUIRREL_TEXT_50030672 

Micro Scooters Mini Micro Eco Gruffalo Foldable LED Scooter

Age range: 2 to 5 years

Available from John Lewis (£116.95)

Made for little adventurers aged two to five, the Mini Micro Foldable Eco Scooter brings The Gruffalo to life with exclusive character detailing and grip tape inspired by the much-loved picture book.

Are there cheaper alternatives?

You may find non-themed mini scooters are slightly cheaper.

• Mini Micro Deluxe LED – SQUIRREL_TEXT_50030669 
• Globber Junior Foldable Lights Eco Scooter, Blueberry – SQUIRREL_TEXT_50030786
• Globber Go Up Active Lights Eco Scooter, Berry – SQUIRREL_TEXT_50030787 

Best balance bike: how to buy a two-wheeler for your child

Le Toy Van Paddington Doll’s House 

Age range: 3+ years

Currently not available to buy online or in-store, but John Lewis says stock is coming soon. View it at John Lewis (£300).

Step into Paddington’s world with this four-storey doll’s house, inspired by the Brown family home from the Paddington films.

Detailed with illustrated stonework, a cast-iron fence and decorated rooms, it features opening doors and windows, removable roof panels and chimney stacks for easy access during play. 

Are there cheaper alternatives?

£300 is steep for a dollhouse - we've found some more affordable options if you're on a tighter budget.

• Little Dutch Wooden Dolls House With Furniture – Available from Scandibørn (£104.95)
• John Lewis Odney Wooden Doll's House – SQUIRREL_TEXT_50030667 
• Chad Valley Wooden Georgian Doll House – Available from Argos (£45)

Now live: the best deals in the John Lewis September sales

 The Entertainer top toys for Christmas 2026

Scroll on for The Entertainer's top Christmas toy predictions for this year.

Meccano Pro Limited Edition Aston Martin Aramco Formula One Race Car Construction Set

Age range: 18+ years

New for 2026, this 1:8-scale Aston Martin Formula One construction set combines Meccano's classic appeal with the huge popularity of F1.

Are there cheaper alternatives?

This buildable car model has a premium price. You can find cheaper Meccano sets or other DIY model cars from brands like Lego.

• Meccano Pro Ducati Monster Construction Set – SQUIRREL_TEXT_50030728 
• Meccano Masters 2-in-1 Race Car Construction Set – SQUIRREL_TEXT_50030729 
• Lego 1966 Ford GT40 MKII Race Car – SQUIRREL_TEXT_50030730 

ZURU Mini Brands Really Works Vinyl Playset

Age range: 3+ years

This tiny working record player plays music from well-known artists at the drop of a needle. The set includes a Mini Vinyl of 'APT.' by Rosé & Bruno Mars – your collection's first record!

Pair it with the Mini Brands Really Works Vinyl Capsule (sold separately) to spin records from chart-topping artists like Katy Perry, Kendrick Lamar, Fall Out Boy, Chappell Roan and many more. 

Are there cheaper alternatives?

At around £20, this is probably in the standard price range you can expect for a toy of this nature, although we found some slightly cheaper options from John Lewis.

We've listed some alternative versions below, plus where you can find additional Mini Brands Vinyl records that work with this toy.

• MGA's Miniverse Real Music Make It Mini Record Player – SQUIRREL_TEXT_50030732
• Hachette Book Group Vinyl Turntable Mini Kit – SQUIRREL_TEXT_50030733 
• ZURU Mini Brands Really Works Vinyl Series 1 Capsule Assortment – SQUIRREL_TEXT_50030734 

Looking for a slightly bigger model? See the best record players and turntables from our expert tests

Pokémon Battle Action Pikachu

Age range: 4+ years

As Pokémon celebrates its 30th anniversary in 2026, childhood favourite Pikachu is set to feature on Christmas lists once again, according to The Entertainer.

Are there cheaper alternatives?

This Pikachu figure retails for around £50, but you can find toys and models of the popular Pokémon for much cheaper this festive season.

• Pokémon Pikachu 20cm Soft Toy – SQUIRREL_TEXT_50030736
• Pokémon Mega Pikachu Build and Show Construction Set – SQUIRREL_TEXT_50030737
• Pokémon 4D Build Pikachu 3D Puzzle Model Kit – SQUIRREL_TEXT_50030738

Lego Botanicals Rocking Plants Construction Set 11506

Age range: 9+ years

This charming Lego Botanicals set allows builders to create two pastel-coloured plant models – a delosperma named Lumi and an echeveria named Ellie. The pots have rounded bases, so rock back and forth when nudged.

Are there cheaper alternatives?

This set is in the lower price range for Lego at less than £20. You can browse similarly priced plant-themed options from the Lego Botanicals and Icons range.

• Lego Botanicals Cosmos Flowers Construction Set 11514 – SQUIRREL_TEXT_50030740
• Lego Botanicals Happy Plants 10349 – SQUIRREL_TEXT_50025262
• Lego Icons Tiny Plants Botanical Construction Set 10329 – SQUIRREL_TEXT_50012651 

Shopping for a grown-up? See the best deals on Lego Icons and Adult sets

Peppa Pig Ready, Pedal, Go Peppa Bike

Age range: 3+ years

A new toy for this year, little ones can help Peppa learn to ride her bike by attaching her pushstick and guiding her along. Peppa has over 75 sounds and phrases and knows when she's on or off the bike.

Are there cheaper alternatives?

If you're looking for a cheaper Peppa Pig-themed toy, there are plenty of options if you're willing to forgo some of the snazzier features and interactivity. 

• Peppa Pig Peppa's Bubble Bath Playset – SQUIRREL_TEXT_50030742
• Peppa Pig Siblings Beach Day Playset – SQUIRREL_TEXT_50030743
• Peppa Pig Peppa's Big Family Car Playset with Evie – SQUIRREL_TEXT_50030744  

FurReal Gabby The Grow And Roar Tiger Interactive Pet

Age range: 4+ years

According to The Entertainer, Gabby is already a frequent sell-out since launching this year. She responds to love and care with more than 100 combinations of sounds and movements. Children can feed, pet and play with this cute tiger cub as she grows.

Are there cheaper alternatives?

FurReal makes other interactive animal toys for much less, which we've listed below. Alternatively, you can save by buying a standard tiger plushie.

• FurReal Benny The Kiss And Cuddle Pup Interactive Pet – SQUIRREL_TEXT_50030746
• FurReal Snuggles The Smiling Sloth Interactive Pet – SQUIRREL_TEXT_50030747  
• Keel Toys Keeleco Tiger Soft Toy, 20cm – SQUIRREL_TEXT_50030748

Primal Hatch Megalodon Electronic Pet

Age range: 5+ years

For children who prefer prehistoric creatures to cuddly pets, Primal Hatch offers an exciting dinosaur hatching experience. The water fizzes and turns red as the Megalodon begins to emerge, before lights and sound effects bring the prehistoric creature to life.

Are there cheaper alternatives?

If you're happy to go without the whizzy sound effects that come with this toy, you can get more traditional dinosaur hatching toys for much cheaper.

• Primal Hatch Interactive Hatching Dino – Available from Argos (£22.75)
• Keycraft Nurchums Dinosaur Hatching Egg – SQUIRREL_TEXT_50023551
• ZURU Robo Alive Mini Dino Fossil Find (styles vary) – SQUIRREL_TEXT_50030752 

Clickeez Bubble Pops Keyboard Mega Mystery Figure Pack

Age range: 6+ years

The Clickeez Keyboard Mega Pack is a keyboard-style case designed to house collectable mini-figures called Clickees. Each Clickee is a single key that clicks and clacks just like a real keyboard, made popular after going viral on TikTok and Instagram this year.

This set comes with 12 Bubble Pops-themed Clickeez (including 3 light-up Clickeez) included, a keyring and a collector's guide.

Are there cheaper alternatives?

This starter pack retails around £30. If your child already has the keyboard case, you can typically purchase new Clickees for between £8 and £15.

• Clickeez Hello Kitty Mystery Figure 3 Pack (styles vary) – SQUIRREL_TEXT_50030756
  
• Clickeez Hello Kitty Mystery Figure 7 Pack (styles vary) – SQUIRREL_TEXT_50030754
• Clickeez Bubble Pops Mystery Figure 5 Pack (styles vary) – Available from The Entertainer (£10)

Early Learning Centre Wooden Kitchen

Age range: 3+ years

This wooden kitchen set from the Early Learning Centre features clicking cooking dials, raised hobs, a sink with turning taps, and a microwave with an opening door.

Are there cheaper alternatives?

The ELC kitchen is at the cheaper end of an expensive market – though we've found some even cheaper options below.

• Kitchen Corner Wooden Play Kitchen – SQUIRREL_TEXT_50030758 
• Lidl Lupilu Play Kitchen – Available from Lidl (£49.99, in-store only)
• Chad Valley Wooden Classic Kitchen Set – Available from Argos (£30)

Bluey Muffin's Home Playset

Age range: 3+ years

According to the BBC, Muffin is the third most loved Bluey character among pre-schoolers, behind Bluey and Bingo. This new set is expected to be high on fans' Christmas lists.

This two-level playset includes a living room, bedroom, kitchen, and balcony.

Are there cheaper alternatives?

For little Bluey fans, you can find smaller playsets if you're shopping on a budget.

• Bluey Bingo's Claw Machine Playset – SQUIRREL_TEXT_50030760
• Bluey Adventure Plane Playset – SQUIRREL_TEXT_50030761
• Bluey Garbage Truck Playset – SQUIRREL_TEXT_50030762 

We've covered more trending toys – see where to buy Needoh Squishy advent calendars and why you should be wary about squishy dumpling toys