# Christmas 2026 toy market trends

> Live situation record from CLSTR: https://clstr.news/situations/christmas-2026-toy-market-trends
> Updated: 2026-10-14T10:54:09.000Z. Sources: 6. Developments: 2.

Toy retailers have begun releasing predictions and trend reports for the 2026 Christmas season.

Initial reports from retailers such as Smyths and The Entertainer followed deliberations by the Dream Toys committee. While industry consensus pointed toward approximately a dozen successful products, experts cautioned that early predictions may not be entirely accurate due to market unpredictability.

Subsequently, Hamleys announced its ‘Festive 15’ selection, identifying a significant trend in sensory play. This trend is driven by the popularity of ‘squishy’ toys on social media platforms like TikTok and Instagram, specifically highlighting the Big Squij range. Other identified trends include ‘persona play’ and various interactive toy ranges, including LEGO Marvel, Barbie, and Peppa Pig.

## Timeline

### 2026-10-14: Hamleys reveals top 15 toy trends for Christmas 2026

Hamleys has unveiled its ‘Festive 15’ toy list for Christmas 2026, highlighting sensory squishy toys, interactive soft toys, and character-driven persona play for children and adult collectors.

4 sources. https://clstr.news/cluster/hamleys-reveals-top-15-toy-trends-for-christmas-2026

### 2026-09-18: Toy retailers release Christmas bestseller predictions

Toy retailers Smyths and The Entertainer have released Christmas bestseller predictions, while Wow! Stuff’s Richard North received an Honorary Achievement Award at the Licensing Awards.

3 sources. https://clstr.news/cluster/toy-retailers-release-christmas-bestseller-predictions

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Cite as: Christmas 2026 toy market trends. CLSTR, https://clstr.news/situations/christmas-2026-toy-market-trends