● Hero Toy Award Winners Announced at Toy Fair® 2026
● The British Toy & Hobby Association unveils 30 winning toys at Toy Fair® 2026
• Winners include innovations from The LEGO Group, Playmobil, Casdon, and Ravensburger
● Sports and entertainment licenses include Star Wars, Disney, and FIFA WORLD CUP 2026™
● Prices start from just £1.99, with a third of the Hero Toys available to buy now
Toy Fair is back for another year and organiser, the British Toy & Hobby Association (BTHA), is delighted to announce Toy Fair’s top 30 Hero Toys for 2026. Presenter Gavin Inskip hosted the unveiling of the winning toys at Olympia, in London, on the 20th January.
Curated by a panel of independent retailers with many years’ experience in buying and selecting toys, the Toy Fair’s Hero Toys winners were specially selected from hundreds of submissions and represent some of the most innovative and inspiring toys launching at Toy Fair 2026.
The Hero Toys appeal to all ages and are suitable for a range of interests, covering construction toys, games and puzzles, collectibles, arts and crafts, soft toys, STEM (Science, Technology, Engineering and Maths) toys, and outdoor play. Highlights include;LEGO Botanicals Tulip Bouquet, Just Play’s Emotional Support Pals Highland Cows, and Ravensburger Vase 3D Puzzle.
Amongst other exciting areas, licensed toys is set to be one of the standout growth categories for 2026, fuelled by a packed calendar of global sporting events and blockbuster entertainment releases. With the FIFA World Cup on the horizon and a variety of new film releases including Toy Story 5 and Super Mario driving fan engagement, licensed toys are well-positioned to capitalise on cultural moments and sustain consumer demand throughout the year. Products securing places in the Hero Toys selection include ZURU’s FIFA WORLD CUP 2026™ Ballers, Cryptic Killers’ Peaky Blinders Case File, and Simba Smoby’s Disney YuYus.
Importantly, the Toy Fair’s Hero Toys showcases a range of price points, with prices starting at £1.99 for KTL’s Squeezy Sitting Highland Cow Stress Toy, and the most expensive toy selected in this year’s winning line upmcoming in at £79 for the CONNETIX 48 Piece Pastel Portal Pack.
With consumers still facing cost-of-living pressures, ensuring there are exciting and innovative toys being launched in 2026 at accessible price points remains key for toy companies. Amongst the Hero Toys, over a third of the winners are priced at £15 or under, with an average overall price of £27, meaning there is a winning toy to suit every budget.
Rebecca Deeming-Mitchell, Senior Communications & Events Manager at the BTHA said: “Toy Fair’s Hero Toys provide a valuable snapshot of the products retailers believe will perform strongly over the coming year. The 2026 selection highlights the industry’s commitment to innovation, value, and play-led design. From pocket money treats to toys for big occasions, this year’s Hero Toys demonstrate the creativity and variety of toys across the UK toy industry.
”Of the 30 Hero Toy winners, nine are available to buy in stores now with the rest of the Hero Toy winners set to launch into retail throughout the rest of year. The complete list of Toy Fair’s Top 30 Hero Toys 2026 can be found in the product guide attached and will be on display outside of the Press Office for the duration of Toy Fair.
Toy Fair’s Hero Toys
- A.B.Gee Of Ripley – Fuggler Fugg Stars 9″ Plush by Zuru – Plush Toys
- A.B.Gee Of Ripley – FIFA World Cup 2026 Ballers by Zuru – Licensed Toys
- Bigjigs Toys – NeeDoh Jelly Hops – Sensory, Novelty & Pocket Money Toys
- Epoch Making Toys – Citrus Bird Juice Stand – Mini Doll Collectibles
- Buddy and Barney – Scratch and Sniff – Under the Sea Fart Book – Pre-School Toys
- The Lego Group – Lego Botanicals Tulip Bouquet – Construction Toys
- The Lego Group – Lego Minecraft Mini Biomes – Construction Toys
- Playmobil UK – Playmobil 72011 ESA: Mars Research Rocket – Pre-School Toys
- Spin Master Toys – Hex Bots Skitter Bots – Robots & Tech Toys
- Smart – Smart Games – Hansel & Gretel – Games – Children
- Professor Puzzle and Ginger Fox – Race Across the World Card Game – Games – Card
- Canal Toys – Style 4 Ever Mini Camera Bag Charm Kit – Robots & Tech Toys
- Target Darts – Target Star Wars R2-D2 Two-Sidedd Magnetic Dartboard – Licensed Toys
- Cryptic Killers – Cryptic Killers – Peaky Blinders Case File – Games – Adult
- Buki France – Potions Lab – STEM Education Toys
- Casdon – Casdon Heartbrands Ice Cream Parlous Playset – Pre-School Toys
- Bandai Namco Toys – Megahouse: Mega Cat Project – One Piece Good Night Nyan-Piece-Nyan! – Collectibles
- KTL – Squeezy Sitting Highland Cow Stress Toy – Sensory, Novelty & Pocket Money Toys
- Simba Smoby UK – Disney YuYus Stitch/Disney YuYus Pooh – Collectibles
- Just Play – Emotional Support Pals Highland Cows – Plush Toys
- Connetix & My Creative Box – Connetix 48-Piece Pastel Portal Paco – STEM Education Toys
- Character Options – Giftie Badge Maker – Arts & Crafts
- Basic Fun! – Care Bears Caring Cuties – Collectibles
- Ravensburger – Vase 3D Puzzle – Puzzles
- VTech/LeapFrog – Scan & Learn Checkout – Pre-School Toys
- Marvin’s Magic & Marvin’s Distribution – ZipString Aracna – Outdoor Toys
- MV Sports & Leisure – Hot Wheels Racer Ride on – Outdoor Toys
- Mookie Toys – Pup-Pee Showdown – Games – Family
- Vivid Goliath – Butt Face – Chester Cheeks – Games – Family
- Vivid Goliath – Jelly Blox Squish Train Set – Pre-School Toys
