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For the youngest children, it’s sensory toys, says Rachael Simpson-Jones, editor of Toy World Magazine. She recommends the Play-Doh Kitchen Creations Ultimate Ice Cream Truck. “Playdoh can spark an autonomous sensory meridian response (ASMR), which means you feel good when you play with it,” she says.
This is one reason why ultrasoft plushies are perennial bestsellers, with Simpson-Jones picking out the Bluey plushy as a sure win, given the popularity of his TV show – although she says Squishmallows remain popular due to their collectability. The new shrunk-down Bitty Pop range from Funko is another highly-sought after collectible, followed by ‘surprise reveal’ toys such as Mini Brands, L.O.L. and Rainbow High.
Retro toys
These appeal to parents born in the Eighties and Nineties, explains Simpson-Jones. “They’re collectible – and they’ve only got better with age.” Classic toy car maker Matchbox’s new collection features 12 electric-powered vehicles, while the Lego City Arctic Explorer Ship has a working crane with telescopic arm to deploy a ROV submarine and can be built using the Lego Builder app. The new Furby, meanwhile, has 600 responses to speech and touch (some sassy, apparently) and a meditation mode.
Wholesome toys
Simpson-Jones says parents prefer brands that promote good values and teach important lessons. This is why Spider-Man, Bluey and Paw Patrol toys are still so popular and why newer lines such as Gabby’s Dollhouse that promote kindness and inclusivity are bestsellers. “It’s a competitive space and the most wholesome brands are dominating,” she confirms.
Sensory toys
Simpson-Jones says the interactive CoComelon Boo Boo JJ Doll, which was a bestseller last year, will remain in the charts for a while yet. “Parents have grown more interested in tactile toys and the effect they have on their children.”
Educational toys
If Simpson-Jones had to guess which toy might be the runaway surprise bestseller this year, she’d pick Bio Beasts Beast Lab Shark, a chemistry set where children must add the correct measurements of potions including fossil fragments and skin scrapings to create a roaring shark beast.
“It’s a proper wow toy – it’s so theatrical; when you see it in action it’s genuinely cool,” she says. “But it also has tons of play value: role play, education, immersion, creativity and surprise reveal – how can it not be massive?”
If you have very small children, you may be interested in our guides to the best pushchairs, travel cots and baby monitors.
