Sinead Byrne, European Marketing Director at Smyths Toys Superstores, shares what categories, brands licenses are selling this festive season – and what to watch in 2027
In the November issue of Toys n Playthings, we caught up with Sinead Byrne, European Marketing Director at Smyths Toys Superstores, to learn the brands, licenses and products the retailer has tipped for festive success – and the trends expected to drive sales in 2027.
“We’re expecting children’s wish lists to be shaped first and foremost by what they’re watching,” Sinead told us. “KPop Demon Hunters took everyone by surprise in 2025, with no toys licensed when the film landed on Netflix, so it’s brilliant to now have the singing dolls and our exclusive Leaping Derpy Plush in store and online.
“Beyond screens, we’re seeing children gravitate towards interactive pets, because they love the caring, nurturing side of play. Creativity is still huge too, from mess-free art to slime, and kids want games they can play with family and friends that are as much fun to watch as they are to play.”
Looking ahead to 2027, Sinead says the team expects the growing impact of kidult spend to continue.
“Kidults is an emerging trend, and adult collectors and enthusiasts are one of our growing customer segments, and with Lego reporting revenue up 21 per cent in its first half, driven by adult ranges like Star Wars, Harry Potter, Technic and Botanicals, we don’t see that slowing,” she said
“Entertainment will also keep driving demand, so we’ll be watching film and TV releases closely, as KPop Demon Hunters showed how quickly a new phenomenon can emerge.”
Read the full interview below:
