DreamToys 2026 list revealed as UK toy sales grow at fastest rate in more than a decade
Shoppers bought 38 million more toys in the first nine months of the year, as the Toy Retailers Association named the 15 toys it expects to be most wanted at Christmas.
UK toy sales were worth £2.64bn in the first nine months of 2026, 13% more than a year earlier and the fastest growth in more than 10 years, according to figures from the research company Circana.
Shoppers bought 257 million toys up to the end of September, an extra 38 million compared with the same period of 2025, a rise of 17%. Over the 12 months from September 2025 the market was worth £4.58bn.
The figures came out alongside the Toy Retailers Association's (TRA) annual DreamToys list, chosen by a panel of independent shops, national chains and industry experts. It is in alphabetical order rather than a ranking, and prices, where given, are recommended retail prices.
- Beyblades Sneak Attack Battle Set (Hasbro)
- Clickeez Bubble Pops Keyboard (Vivid Goliath), £29.99
- furReal Gabby the Grow & Roar Tiger (Just Play)
- Giftie Badge Maker (Character Options), £34.99
- Gui Gui Mega Slime Haul (Moose Toys), £29.99
- Hot Wheels City Ultimate T-Rex Garage (Mattel), £129.99
- KPop Demon Hunters Huntr/x Singing Dolls (Mattel), £34.99
- Lego Creator 3 in 1 Iconic Pirate Ship (The Lego Group)
- Mini Brands Really Works Vinyl Playset (Zuru), £19.99
- NeeDoh Swirl Niceberg (Bigjigs Toys), £13.99
- PAW Patrol Megasaurus Dino Vehicle (Spin Master)
- Pokémon Trading Card Game: 30th Celebration Elite Trainer Box
- Primal Hatch Megalodon Specimen (Spin Master)
- Starts With Ends With (Character Options), £21.99
- VTech Toy Story 5 Explore & Learn Lilypad, £24.99
Which toys are selling
Circana said explorative toys, the category that includes the miniature working record player on the list, grew fastest this year, with sales up 45%. Building sets were up 32%, while action figures and traditional games both rose 17%. Vehicle toys grew 7%.
The TRA said squishy toys had been one of the year's big sellers, which explained NeeDoh's place on the list. Nearly half of a year's toy sales come in the run-up to Christmas, according to Circana.
How parents are buying
Fun has overtaken educational value as the main thing parents look for in a toy, according to research by the market intelligence company The Insights Family. One in five parents of children aged three to nine said the chance to play together as a family affects what they buy, and 76% said they spend more in shops than online, up from 71% in 2024.
