The British Toy & Hobby Association (BTHA) unveiled its top 30 Hero Toys for 2025 on the first day of Toy Fair yesterday (held at Olympia London from 21–23 January).
TV personality Anna Williamson hosted the prestigious awards ceremony, posing with winners as they collected their certificates.
Curated by a panel of independent retailers with many years’ experience in buying and selecting toys, the Toy Fair’s Hero Toys winners were specially selected from a total of more than 310 submissions and represent some of the most innovative and inspiring toys coming out of Toy Fair 2025.
With Licensed Toys now representing over a third (35%) of all UK toy sales, popular entertainment IP were well represented in the Hero Toys list. Spin Master’s PAW Patrol Air Rescue Pup Squad Adventure Bay Airport and the Disney Surfer Stitch R/C ¬from Simba Smoby UK both made the list, while toys set to be released during 2025, such as Just Play’s interactive Sesame Street Nom Nom Cookie Monster and Jazwares’ Amazing Flip Spidey, are expected to help maintain Licensed Toys’ upward trajectory in 2025.
Affordability in the challenging economic climate continues to remain a key theme, with a third of the winners priced at £15 or under. This reflects actions taken by toy manufacturers to meet consumer needs with exciting and innovative toys being launched in 2025 at enticing price points.
Rebecca Deeming-Mitchell, senior communications and events manager at the BTHA, said: “This year’s winners showcase a brilliant cross-section of the toy industry and represent some of the top toys launching in 2025. We are confident that Toy Fair’s Hero Toys for 2025 underpin everything our industry is about: ensuring people’s lives are filled with play and joy.”
12 of the 30 Hero Toy winners are available now. The rest of the Hero Toy winners launch into retail from the end of January onwards with more available throughout the rest of year and into the lead-up to Christmas.
HERO TOYS FOR 2025 AVAILABLE NOW
- XSHOT Insanity Motorized Clip Mania by ZURU – A.B.Gee Of Ripley
- Greepz – Brainstorm
- Bath Time Grand Prix – Buddy and Barney
- Unlock Science Water Worry – GALT
- Plus-Plus Puzzle by Number Activity Pad – Plus Plus
- Disney Surfer Stitch R/C ¬– Simba Smoby UK
- Smoby Life Mud Kitchen – Simba Smoby UK
- PAW Patrol Air Rescue Pup Squad Adventure Bay Airport – Spin Master Toys
- LEGO Botanicals Pretty Pink Flower Bouquet – The LEGO Group
- LEGO City Helicopter, Fire Truck & Submarine Remix – The LEGO Group
- Mario Kart Baby Mario vs. Baby Luigi – The LEGO Group
- Style 4 Ever Stationary Maker – Canal Toys
HERO TOYS FOR 2025 AVAILABLE THROUGHOUT THE YEAR
- Care Bears Sweet Serenity Bear – Basic Fun!
- Animal Balancing Game – Orange Tree Toys
- Sesame Street Nom Nom Cookie Monster – Just Play
- 2 in 1 Plasma Globe & Energy Stick – Trends UK
- ZipString Luma – Marvin’s Magic
- SmartGames Counting Sheep – Smart Toys & Games
- Bullseye Board Game – University Games
- Stretch Armstrong Next Generation Figure – Basic Fun!
- Build-a-Bear Workshop Stuffing Station – Casdon
- Stuntman Stu Race Ace Stunt Car – Character Options
- Science & Play Smart-Tech Greenhouse – Clementoni UK
- Sylvanian Families Skytop Fairy Castle – Epoch Making Toys
- Foodibles – Golden Bear
- Amazing Flip Spidey – Jazwares
- Of Dragons, Fairies & Wizards – John Adams Leisure
- Suite Spaces Bedroom All-in-One Set – Vivid Goliath
- 3-in-1 Mow and Grow Tractor – VTech
- No Brainer – Golden Bear
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