Experts reveal the most popular Christmas toys

Susanne Norris
·8-min read
best christmas toys
The bestselling toys for Christmas 2023John Lewis

Christmas is a magical time for all the family. Whatever your age, it's an opportunity to catch up with loved ones, reflect on the year and - of course - exchange presents. But for children, it's a truly special time and a chance to get their hands on the toys they've been hoping for.

If you have a little one in your life and aren't too sure what to get them this year, we've spoken to top industry experts to find the toys every child will want; be it LEGO, soft toys or games. Here's everything you need to know...

best christmas toys
Carmen Ordonez

What toys will be bestsellers for Christmas 2023?

John Lewis has released its expert prediction of all the toys set to be the most popular this year, and it looks like 90s classics will be back with a bang.

Experts at the retailer forecast that nostalgic toys such as Furby and the oh-so-popular Barbie will take the top spots. The retailer also predicts that imaginative play and storytelling toys are set to be huge this year.

Describing this year's top 10 toys, Alan Wright, Toys and Books Category Lead at John Lewis says: “We value the importance of imagination and want to ensure our smallest customers have the opportunity to experiment through creative-play. The top ten toys offer something for every kid, no matter what they would like to be when they grow up. From a barber shop set and mix and learn DJ table to John Lewis’ very own wooden café set." The retailer also adds that price-point is a huge focus this year, "with over 1,500 [toys] available for under £20."

To compile the final top 10 predicted bestsellers, John Lewis experts spent months sourcing and testing toys before handing over their selection to a panel of kids aged between five - 10, to see just how much they enjoyed them.

These are the top 10 toys John Lewis has predicted to be bestsellers this year:

  1. Gabby’s Dollhouse Girl Doll

  2. Barbie Convertible Doll Car

  3. Le Mieux Puppy, Cockapoo

  4. Melissa & Doug Barber Role Play Set

  5. John Lewis Wooden Café Set

  6. Fisher-Price Mix and Learn Music Table

  7. Little Live Pets Mama Surprise

  8. Hasbro Furby

  9. Lego Holiday Main Street

  10. Scalextric John Lewis vs Waitrose Car Racing Set

And, John Lewis isn't the only popular retailer that has released its predictions for the best Christmas toys to shop in 2023. Beloved toy retailer, Hamleys, has announced its top 10 bestseller predictions. Victoria Kay, Head of Buying at Hamleys says: "This Christmas at Hamleys, we have handpicked a Top Ten list featuring the finest new toys for the festive season. We've gone the extra mile to ensure that our selection consists of top-of-the-line toys, all recently launched, and guaranteed to be a hit with kids of all ages."

These are the top 10 toys Hamleys has predicted to be bestsellers for 2023:

  1. Barbie Pop Reveal Fruit Series

  2. LOL Magic Flyers

  3. TY Marvel 14” Squish-A-Boos

  4. Harry Potter Hamley Bears

  5. Beast Lab

  6. Hamleys Magic Moving Car

  7. Disney Winnie & Piglet’s Treehouse

  8. Hamleys Wooden Bus

  9. Paw Patrol Movie Skye Deluxe Vehicle

  10. Twister Air

What Barbie toys will be bestsellers for Christmas 2023?

The Barbie film is certainly set to impact Christmas sales for 2023 — with the sales of the iconic doll already proving popular.

And now, Mattel (the makers of Barbie) have revealed what Barbie dolls and play sets will be the most popular for Christmas this year. There's a range of classics in the mix — alongside the new Barbie Dreamhouse!

These are the top 5 toys Mattel has predicted to be bestsellers this year:

  • Barbie Dream House

  • Barbie Dream Boat

  • Barbie Cutie Reveal

  • Barbie Dream Camper

  • Little People Barbie Dream Plane

Mattel has also released its predictions for which other dolls will be popular, including gifts from Disney and Polly Pocket:

  • Monster High Skulltimate Secrets

  • Disney Frozen Ultimate Arendelle Castle

  • Disney Princess Magical Adventures Castle

  • Polly Pocket Pollyville Resort Roll Away

What LEGO toys will be popular for Christmas?

LEGO proves time and time again to be one of the most popular toy brands in the world. In fact, according to research, more than 400 million people around the world have played with LEGO bricks in their lifetimes!*

Needless to say, LEGO is sure to remain popular this year. But, just what LEGO toys will be on every child's wishlist? Good Housekeeping asked the brand for its top predictions and this is what it told us...

Top 5 LEGO toys for 2023:

  1. The Enchanted Treehouse

  2. Fruit and Vegetable Tractor

  3. Beach Buggy Fun

  4. PEUGEOT 9X8 24H Le Mans Hybrid Hypercar (for adults)

  5. Millennium Falcon™ Holiday Diorama

Alternatively, take a look at the below suggestions — which were bestsellers last year:

  1. LEGO Technic Monster Jam Megalodon

  2. LEGO Star Wars Obi-Wan Kenobi’s Jedi Starfighter

  3. LEGO Minecraft The Nether Bastion

  4. LEGO DOTS Big Message Board

  5. LEGO DUPLO Wild Animals of South America

  6. LEGO Super Mario Adventures with Peach Starter Course

  7. LEGO Harry Potter Hogsmeade Village Visit

  8. LEGO Marvel Iron Man Armory

  9. LEGO Friends Andrea's Theatre School

  10. LEGO City Express Passenger Train

And, it's not just children that enjoy playing with LEGO. Be it to embrace creativity or relive nostalgic experiences, there are plenty of teenagers and adults who enjoy playing, too.

To reflect the trend of adults buying and wanting to be gifted LEGO, the below toys were bestsellers for adults last year:

  1. LEGO Icons Botanical Flower Bouquet

  2. LEGO Star Wars The Mandalorian Helmet

  3. LEGO Ideas Sonic The Hedgehog - Green Hill Zone

  4. LEGO Star Wars Inquisitor Transport Scythe

  5. LEGO Icons Vespa 125

  6. LEGO Architecture Great Pyramid of Giza

  7. LEGO Art The Rolling Stones

  8. LEGO Icons Transformers Optimus Prime

  9. LEGO Technic McLaren Formula 1 Race Car

  10. LEGO Technic Ferrari Daytona SP3


What toys will make good stocking fillers for Christmas?

For Christmas, you may be looking for toys at the lower point of the price spectrum, due to the ongoing cost-of-living issues.

In its Top Toys set to dominate Christmas 2023 — Argos has its bestsellers for Christmas: with half of the options coming in at less than £30.

Explaining its predictions, Fay Williams, Head of Toy Buying at Argos, said: “We know that increased costs of living will be playing on families’ minds this Christmas, so we’ve made sure to include a variety of toys that offer great value whatever your budget, interest or play passion.”

The below 17 toys made the list — and half of the options will set you back less than £30:

Should I order toys online for Christmas this year?

Not everyone enjoys shopping on the high street. For some of us, shopping online makes things feel easier, more manageable and less overwhelming. So, it's understandable that some people will choose to buy toys online for Christmas.

Not sure what to order? Amazon has released the following predictions for this Christmas, with nostalgia leading the way and great value toys continuing to be a priority for the retailer. "It’s always fascinating to see which toys are looking like the must-haves in the lead up to Christmas and this year’s list shows a real trend for 90s nostalgia,” says Matthew Redfearn, Toys Category Leader at Amazon UK.

These are the top 10 toys Amazon predicted to be bestsellers:

  • Disney Platinum Limited Edition Mystery Capsule

  • Asmodee Dobble card game

  • Pokémon Trading Card Game Battle Academy

  • Barbie Magical Ballerina Doll

  • Hape Multi Musical Block Set

  • L.O.L. Surprise! Magic Flyers

  • Numberblocks Step Squad Mission Headquarters Deluxe Playset

  • PLAYMOBIL City Action Fire Truck

  • Furby Purple Interactive Toy Plush

  • LEGO Star Wars Ghost & Phantom II Set

What educational toys will be most popular for Christmas?

Educational toys are great for children of all age groups. From sensory toys for toddlers to counting games for school age children to fidget toys (a type of sensory toy that can help with concentration) for older children and teenagers, there are so many options to choose from.

Good Housekeeping has analysed research from expert retailers to predict which educational toys will be most popular for this Christmas, from coding kits to fidget toys...

*SOURCE: The Art of the Brick: A Life in LEGO, Nathan Sawaya


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