As Christmas approaches, John Lewis has unveiled its forecast for the festive season, highlighting a shift towards traditional playthings that foster family engagement over digital distractions. Among the anticipated bestsellers are a £300 doll’s house and a K-Pop Demon Hunters singing doll, reflecting a growing trend for toys that encourage interaction and creativity.
A Nostalgic Shift in Toy Preferences
The iconic British retailer has released its top ten list of toys expected to dominate wish lists this festive season, signalling a strong preference for physical toys that families can enjoy together. With over four months until Christmas Day, this early prediction hints at a broader cultural movement prioritising real-world experiences over screen time.
Key items on the list include a wooden breakfast-in-bed set, which embodies the slow-living philosophy currently captivating consumers, alongside a set of magic tricks designed for at-home entertainment. Notably, the £299.95 Le Toy Van Paddington doll’s house is projected to be a coveted item, tapping into the nostalgic charm many families crave.
Collectibles and Cultural Icons
John Lewis’s forecast also features toys that resonate with current pop culture trends. The K-Pop Demon Hunters Rumi singing doll and Momiji’s Sugar Plum Wood message doll are expected to capture the hearts of children eager for collectibles. This aligns with a broader retail trend, as chains like HMV and The Works report a resurgence in demand for tangible toys and games, as families seek engaging activities free from screens.
The Micro Scooters Gruffalo Scooter, priced at £116.95, is another anticipated bestseller, riding the wave of popularity for Gruffalo-themed merchandise. Alan Wright, a toy expert and buyer at John Lewis, remarked on the ongoing “great play revival,” where toys that promote collaboration and outdoor activities now account for nearly half of sales in their toy department.
The Top 10 Toys for Christmas 2026
Here’s a look at John Lewis’s top ten predicted bestselling toys for this festive season, listed by price:
1. Momiji Sugar Plum Wood Message Doll – £14.99 (15+ years)
2. John Lewis Wooden Breakfast in Bed Set – £24 (2+ years)
3. K-Pop Demon Hunters Rumi Singing Doll – £34.99 (4+)
4. Marvin’s Magic Treasured Tricks Wooden Set – £39.99 (6+)
5. Mon Ami Colette Duck Soft Toy – £40 (suitable from birth)
6. Connetix Ball Run Launcher Pack Set – £45 (3+ years)
7. Plus-Plus Learn To Build Space Superset – £49.99 (5+) Exclusive to John Lewis
8. LEGO Icons 10361 Winter Village Collection Holiday Express Train – £109.99 (adult supervision)
9. Micro Scooters Mini Micro Eco Gruffalo Foldable LED Scooter – £116.95
10. Le Toy Van Paddington Doll’s House – £299.95 (3+), with furniture for the full house at £69.95
Emphasising Connection Over Collection
In a world increasingly dominated by digital entertainment, John Lewis’s report underscores a pivotal shift towards toys that facilitate family bonding and creativity. Families are now making conscious choices to prioritise shared experiences, opting for playtime that fosters connection and lasting memories.
Why it Matters
The resurgence of interest in traditional toys signals a significant cultural shift, advocating for interaction in an age of digital saturation. As families move away from screens, the emphasis on collaborative play could have lasting implications for child development and family dynamics, reinforcing the importance of quality time spent together. This festive season, the toys we choose may reflect a deeper desire for connection, creativity, and cherished moments.
