Very has unveiled the top toy trends that it is seeing this Christmas.
The retailer’s trading director, Victoria Aldrich said that while nostalgia and traditional types of play remain important, there has been a surge in toys inspired by online trends, digital content and a desire for both creative expression and mindful activities.
The retailer has identified the following trends which it believes will go into the New Year:
Mini everything
“Miniaturisation is captivating kids. We’re seeing incredible growth in miniature toys, whether it’s tiny baby dolls, shrunken plushies, or miniature food play-sets. Brands like Miniverse are at the forefront of this trend, capitalising on kids’ fascination with all things small and collectable.”
From digital to physical play
“The lines between digital and physical play are blurring. Gaming, anime and YouTube creators are driving massive interest in collectables, stickers, and trading cards, with brands like Pokémon, Animal Crossing, Aphmau and MrBeast leading the charge. This trend speaks to the power of online communities and how they shape kids’ desires and play patterns.”
Disney continues to rise in popularity
“Licensed toys are a powerhouse in our offering, and LEGO is a major driver of that success, fuelling both our sales and the overall market growth. Elsewhere, we’re seeing incredible momentum with Disney’s Stitch, alongside enduring favourites like Star Wars, Marvel and Bluey. Looking ahead, new releases like Wicked, Moana 2 and Sonic promise exciting opportunities across our department store offering, and our strengthened relationships with licensors put us in a fantastic position for 2025 and beyond.”
Creative & wellness
“Creativity and wellness have become essential themes in the toy space. Arts and crafts continue to be a strong performer, especially with the popularity of bracelet making, DIY beauty kits, and the slime resurgence driven by TikTok trends. LEGO Botanicals has also tapped into this desire for mindful activities, offering a wonderful range of building sets for all ages and budgets.”
Kidult
“We’re also seeing a growing trend in the number of adults indulging their inner child with the rise of the kidult. The kidult toy trend refers to adults increasingly buying toys for themselves, driven by nostalgia, and/or a desire to connect with their inner child. The ‘kidult’ market is exploding and it’s showing no signs of slowing down. We’re seeing huge growth year-on-year, with an ever-expanding range of products across all categories, from affordable LEGO sets to high-end collectable figures and even arcade machines.”
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