Selected by a panel of independent toy retailers and experts, the annual list is the most definitive prediction of the hottest toys on the market this year
The official DreamToys list 2026 was unveiled yesterday to press in Central London, revealing what are expected to be the hottest toys under the tree this festive season.
Featuring some of the industry’s leading brands, the list is the most independent and authoritative prediction of the hottest toys on the market this year.
Unveiled against the backdrop of the UK’s fastest-growing toy market in more than a decade, according to the latest Circana findings, the DreamToys 2026 list features 15 innovative toys and games selected by a panel of independent toy retailers and experts, from small independents to national chains.
Paul Reader, Chairman of the DreamToys Selection Panel at the Toy Retailers Association, said: “2026 has been incredible for the UK toy market, with growth reaching levels we haven’t seen in more than a decade. What’s particularly encouraging is that this isn’t being driven by one product or category. Innovation, newness and the enduring appeal of play are helping the market grow across a wide range of toys.
“This year’s DreamToys list celebrates the toy market’s diversity and the products we expect to be high on children’s wish lists this Christmas. From toys that spark imagination and creativity to those that bring families together, the list reflects the incredible variety of play experiences available today.”
The Official DreamToys List 2026 is:
Beyblades Sneak Attack Battle Set, Hasbro
VTech Toy Story 5 Explore & Learn Lilypad, VTech Europe
FurReal Gabby the Grow & Roar Tiger, Just Play
Giftie Badge Maker, Character Options
Gui Gui Mega Slime Haul, Moose Toys
Hot Wheels City Ultimate T-Rex Garage, Mattel UK
KPop Demon Hunters Huntr/x Singing Dolls, Mattel UK
Lego Creator 3 in 1 Iconic Pirate Ship, The Lego Group
Mini Brands Really Works Vinyl Playset, Zuru
NeeDoh Swirl Niceberg, Bigjigs Toys
Paw Patrol Megasaurus Dino Vehicle, Spin Master
Pokémon Trading Card Game: 30th Celebration Elite Trainer Box, Pokémon
Primal Hatch Megalodon Specimen, Spin Master
Starts with Ends With, Character Options
Clickeez Bubble Pops Keyboard, Vivid Goliath
Tom Williams, CEO at The Insights Family, said: “Fun is now the leading factor in parents’ toy-buying decisions, overtaking educational value, while value for money and the potential for toys to be played with repeatedly are also increasingly important.
“Parents are choosing toys that are entertaining, empowering and deliver a sense of creativity and achievement. This reflects a desire for toys that deliver lasting enjoyment and offer something for the whole family, which is exactly what this year’s DreamToys list provides.”
