Trending toys 2026: the gifts that are on all kids' wish lists this year

When it comes to children's toys, it feels like there's a new fad every five minutes, and keeping track of the trends can become an impossible task.

To help save you from the guesswork before your next children's birthday party, we spoke to major players and retailers in the children's entertainment sector and gained insights from the recent British Toy & Hobby Association (BTHA) Toy Fair to uncover the toy trends taking over in 2026. Below, we've divided their suggestions into themes and explained why we think each is a hit.

Plus, John Lewis has recently unveiled its bestselling toy predictions for Christmas 2026 – you can find all the details here.

Shopping for a little one or game enthusiast soon? Don't miss our guides on the best gifts for kids and best gifts for gamers

Toy trends for 2026: top categories

Lego Smart Play

Why is it trending? Lego's newest invention 'Smart Play' adds greater interactivity to playtime. Smart Bricks, Minifigures and Smart Tags can react to certain stimuli, making them light up, play sounds and more.

• Lego Star Wars Smart Play Luke's Red Five X-Wing 75423 – SQUIRREL_TEXT_50026391. This set lets you bring Luke's X-Wing to life, containing a motion-activated Smart Brick in the engine, two Smart Mini figures, and five Smart Tags with dynamic sounds and lights.
• Lego Star Wars Smart Play Throne Room Duel and A-Wing 75427 – SQUIRREL_TEXT_50026394. Recreate the epic battle between Luke Skywalker and Darth Vader, with Lego Smart features to light it up, play music and light sabre sounds.
• Leo Star Wars Smart Play Yoda's Hut and Jedi Training 75422 – Available from Lego (£59.99). This set contains two mini figures of Luke and Yoda as the former begins his Jedi training.

See the best Lego deals on themed sets, including Star Wars, Harry Potter and Marvel

The World Cup

Why is it trending? The World Cup was jointly held by Canada, Mexico and the USA this year, and football-themed toys are benefiting from the hype. 

• FIFA World Cup 2026 Ballers Series 1 – SQUIRREL_TEXT_50026389. With 33 iconic players to collect, these blind box (or, blind ball) toys each contain a mini figurine of your favourite football stars.
• Strikesphere Soccer Dash – SQUIRREL_TEXT_50022565. This was one of the most popular trending toys in our round-up over Christmas. It's an interactive football trainer with six game modes and sensors designed to give real-time feedback and help your child become the next Lionel Messi.

Read more of the best football toys, as picked by our experts

Pokémon

Why is it trending? This year may well mark the return of 1990s nostalgia, with popularity for Pokémon rising as the brand celebrates its 30th anniversary. Expect everything from classic trading cards to mini figures and plushies.

• Pokémon Trading Card Game: Battle Academy – SQUIRREL_TEXT_50026402. Inside each Battle Academy box, you'll find three 60-card Pokémon Trading Card Game decks, a board, tutorial guides and accessories. It's all compatible with standard Pokémon Trading Card Game products, so you can use any existing cards you have.
• Pokémon TCG: Mega Evolution Phantasmal Flames Booster Bundle – SQUIRREL_TEXT_50026403. A collection of six booster card packs to help expand your collection.
• Pokémon Pikachu 8-inch Plush Soft Toy – SQUIRREL_TEXT_50026561. A great cuddly option for Pikachu fans.

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K-Pop Demon Hunters

Why is it trending? K-Pop Demon Hunters became Netflix's most-watched film of all time last year, with more than 236m views by August 2025. Its blend of action, animation and catchy K-Pop tunes has helped turn it into a global phenomenon, driving demand for toys and merch.

• Funko Pop! KPop Demon Hunters Derpy with Sussie Vinyl Figure – SQUIRREL_TEXT_50026404. The beloved, clumsy, blue cat can have a permanent feature in your child's room with this glow-in-the-dark figurine. You can also find Funko Pop! versions of other characters, like Rumi, Mira, Zoey and Jinu.
• Monopoly Deal: Netflix K-Pop Demon Hunters Game – SQUIRREL_TEXT_50026405. A twist on the popular Monopoly Deal card game, your goal is to help Huntr/x build their fan base and prepare for their upcoming concert. 

If you prefer regular Monopoly Deal, you can read our expert review of it in the best board games

Spider-Man

Why is it trending? Spider-Man: Brand New Day was released on 29 July 2026 in the UK, bringing with it a surge of interest in the franchise.

• Lego Marvel Mech Battle Spider-Man vs Doc Ock 76338 – SQUIRREL_TEXT_50026407. Doc Ock returned to fight Tom Holland's Spider-Man in Spider-Man: No Way Home back in 2021. You can re-create the epic battle with this Lego set.
• Nerf Marvel Spider-Man Strike 'N Splash 2-in-1 Blaster – SQUIRREL_TEXT_50028842. Load this Nerf X Marvel blaster with either water or foam darts, and it comes with an adjustable strap for extra comfort and stability. 

Toy Story 5

Why is it trending? The fifth iteration of the Toy Story franchise was released in the UK on 19 June 2026. You can expect a resurgence of themed toys and figurines.

• Woody Interactive Talking Action Figure – Available from Disney Store (£37). This Sheriff Woody action figure features 15 phrases and starts speaking when he detects another Toy Story interactive figure nearby.
  
• Toy Story Woody 1:24 RC Turbo Buggy – SQUIRREL_TEXT_50026421. Woody stays attached to this remote control buggy. It has a claimed control range of around 15 metres.
• Toy Story 5 Jessie Funko Pop! Vinyl Figure – SQUIRREL_TEXT_50028841. Jessie can gallop her way into your Funko Pop! collection with this vinyl figurine.

Jellycat

Why is it trending? Interest in the London-born Jellycat has been growing steadily in recent years. The brand offers an extensive catalogue of cute and cuddly plushies perfect for kids and collectors alike.

• Jellycat Bartholomew Bear (28cm) – SQUIRREL_TEXT_50025722. A classic teddy bear plushie from the brand.
• Jellycat Amusables Carrot Cake – SQUIRREL_TEXT_50025718. This plushie was a new release for spring 2026. John Lewis describes it as 'the sweet treat of the season'.
• Jellycat Fluff Rescue Dog – Available from Jellycat (£48). Fluff is one of the latest additions to the Jellycat line-up, along with his companion Scruffles.

Where can you buy Jellycats? See more popular plushies available now, plus our expert buying advice to avoid buying a fake

Fuggler

Why is it trending? As irony-led humour and online meme culture continue to influence teenagers, Fuggler’s deliberately weird plush doll designs put personality over perfection, offering a playful alternative to more polished and traditional characters.

• Fuggler Fuggstars Rhymer McSlimer Soft Toy – Available from The Entertainer (£10). Believe it or not, the Fugg Stars 9-inch plush range was crowned a Hero Toy in the plush toys category at the 2026 Toy Fair.
• Fuggler Alley Cats Keyring – SQUIRREL_TEXT_50030216. Get one of seven possible Fuggler cat-themed keyrings (styles may vary). 

Super Mario

Why is it trending? As with a lot of this year's toy trends, this one also relates to a new film release. The Super Mario Galaxy Movie - based on the video game of the same title - was released on 1 April 2026.

• Fisher-Price Little People Toddler Toy My Mario Character Figure Set – SQUIRREL_TEXT_50026455. A good option for younger siblings who might not be big enough to play on the Nintendo Switch just yet, these figurines let them join in on the fun.
  
• Super Mario Odyssey (Nintendo Switch) – SQUIRREL_TEXT_50026454. Adventure through the galaxy with Mario and Cappy exclusively on the Nintendo Switch.
• Super Mario Galaxy + Super Mario Galaxy 2 (Nintendo Switch) – SQUIRREL_TEXT_50030218. Get both Super Mario Galaxy games included in this Switch bundle.

Best Nintendo Switch deals: our deals experts scour the sales monthly to help you save money on a Nintendo Switch, Switch 2 and accompanying games

John Lewis top toys for Christmas 2026

Each year, many retailers release lists of the toys they think are going to be popular with kids and shoppers over the festive season.

Keep scrolling for our round-up of John Lewis' Top 10 Toys of 2026.

Momiji Sugar Plum Wood Message Doll

Currently not available to buy online or in-store, but John Lewis says stock is coming soon. View it at John Lewis (£15).

Momiji’s Sugar Plum Wood is a collectable mystery box containing a small character doll inspired by woodland creatures.

Each sealed box contains one of eight possible characters, with a rare Fairy Blossom edition also available, along with a collector’s card, embroidered sticker patch and a hidden fortune.

The doll also features a space for a personal message or wish, making it suitable for collecting, gifting or as a small keepsake.

John Lewis Wooden Breakfast in Bed Set

This wooden role-play toy lets children create and serve their own pretend breakfast.

The set includes breakfast favourites such as toast, a croissant, yoghurt and fruit, alongside a reversible cup with orange and milk options, all presented on a wooden tray.

Once playtime is over, the pieces helpfully fit into designated spaces on the tray.

K-Pop Demon Hunters Rumi Singing Doll

Currently not available to buy online; check stock in-store. View it at John Lewis (£35).

Bringing one of this year’s biggest trends into playtime, the Rumi singing doll captures the Huntr/x star from K-Pop Demon Hunters in her signature performance look.

The doll is sold individually, with Mira and Zoey available separately for fans looking to complete the Huntr/x trio.

Marvin’s Magic Treasured Tricks Wooden Set

This traditional wooden magic set offers a hands-on introduction to magic, with a wand, cards and all the props your little Houdini might need.

Mon Ami Colette Duck Soft Toy

Colette Duck is a soft, characterful plush toy with a cheerful expression and distinctive pink beret. The cuddly toy is suitable from birth but can only be hand-washed.

Connetix Ball Run Launcher Pack Set

The Connetix Ball Run Launcher Pack adds a new level of action to magnetic tile play, with a launcher that sends wooden balls speeding through custom-built tracks.

With a variety of straight, curved and slide tube pieces, connectors and tiles, children can create and adapt their own ball runs while experimenting with speed, height and direction.

The 46-piece set also includes two wooden balls and an inspiration book to spark new ideas.

Plus-Plus Learn To Build Space Superset

This 1,000-piece construction set lets children create their own space-themed models, including rockets, planets, astronauts and aliens.

Alongside Plus-Plus pieces, the set includes baseplates, wheels and hubs, allowing for both flat 2D designs and more detailed 3D builds.

Lego Icons Winter Village Collection Holiday Express Train

Bring some festive character to your Christmas display with the Lego Icons Holiday Express Train, a detailed four-carriage set designed for adult builders.

Along the circular track, you’ll find a locomotive with a bobbing chimney, a coal tender, a flat wagon carrying a bell-ringing polar bear and a furnished carriage, accompanied by four minifigures and a small station platform.

The finished train can be pushed around the track to activate its moving features, or upgraded with the separately sold Powered Up kit for motorised play.

Micro Scooters Mini Micro Eco Gruffalo Foldable LED Scooter

Currently not available to buy online or in-store, but John Lewis says stock is coming soon. View it at John Lewis (£117).

Made for little adventurers aged two to five, the Mini Micro Foldable Eco Scooter brings The Gruffalo to life with exclusive character detailing and grip tape inspired by the much-loved picture book.

Best balance bike: how to buy a two-wheeler for your child

Le Toy Van Paddington Doll’s House 

Currently not available to buy online or in-store, but John Lewis says stock is coming soon. View it at John Lewis (£300).

Step into Paddington’s world with this four-storey doll’s house, inspired by the Brown family home from the Paddington films.

Detailed with illustrated stonework, a cast-iron fence and decorated rooms, it features opening doors and windows, removable roof panels and chimney stacks for easy access during play. 

Now live: the best deals in the John Lewis September sales