Hamleys reveals top 15 toy trends for Christmas 2026

Hamleys has announced its ‘Festive 15’ selection of top toys for the Christmas 2026 season. The retailer’s buying team identified several key trends, most notably a surge in sensory play driven by the popularity of squishy toys on social media platforms like TikTok and Instagram.

The Big Squij range, featuring ultra-soft, slow-rise toys in various animal and food shapes, is highlighted as a major trend for both children and adult collectors. Other notable inclusions in the festive list include the Movers and Shakers interactive soft toy range, LEGO Marvel collectibles, Barbie dolls, and Peppa Pig interactive toys.

The selection also emphasizes ‘persona play,’ where children build narratives around specific characters. This trend is exemplified by the inclusion of figures like Hatsune Miku. The Festive 15 will be available in-store, complementing the Santa’s Grotto experience at the flagship Regent Street location.