This year, John Lewis predicts the Top Ten Toys set to dominate wishlists and bring families back around the living room floor. Intergenerational play takes centre stage, with grandparents, parents, children and siblings set to unite through play this Christmas. Think premium toys made to last, as families embrace intergenerational play and bring back the joy of the toy box.
As the ‘attention economy’ evolves families are choosing to unplug and reconnect, swapping screen time for play time. This shift reflects a growing desire for physical, grounding activities, with hours spent on social media in decline*.
Toy expert and buyer at John Lewis, Alan Wright says: “This year’s Top Ten Toys welcome families to put the living room back at the heart of family life. As a nation, we’re witnessing a ‘Great Play Revival’, with ‘playtime’ toys – think those that encourage collaboration, creativity and outdoor adventure – making up nearly half of all sales in the John Lewis toy department. Families are actively choosing connection over collection and swapping screen time for shared experiences that create lasting memories.”
The living room revival: imaginative play returns
The Wooden Breakfast in Bed Set by John Lewis is set to spark imaginative family role play, tapping into the nation’s growing desire for ‘slow mornings’. With consumer trends showing a clear shift towards ‘romanticising everyday routines’, this set offers families the perfect tool to introduce ‘moments of wonder into ordinary life’**. Whilst the classic dolls house makes a comeback, the Le Toy Van Paddington Doll’s House invites the nation’s favourite bear into homes this Christmas, a particularly meaningful addition as this year marks the centenary of his creator, Michael Bond. Marvin’s Magic is bringing back the joyful charm of the classic living room show, with the Marvin’s Magic Treasured Tricks Wooden Set allowing families to embrace the art of performance and build confidence through imaginative role play.
The gift of connection
This year sees a surge in toys designed to spark conversation and deepen relationships. With K-Pop continuing to shape global culture, the K-Pop Demon Hunters Rumi Singing Doll is set to strike a chord with fans across generations. The connection trend continues with Momiji’s Sugar Plum Wood Message Dolls, with their hidden personalised messages making them a token of affection to swap between siblings and friends. The dolls are fuelled by the boom in blind-box collectibles, tapping into the thrill of the unknown. Mon Ami is set to officially launch in UK retail exclusively at John Lewis. Reflecting a wider shift towards choosing value over volume, the brand offers design-conscious parents a way to gift timeless craftsmanship, whilst meeting the demand for heirloom nursery pieces that will be passed down through the family.
Piece by piece: the return of the shared project
With educational and intergenerational play at the heart of this year’s trends, the Plus-Plus Learn To Build Space Superset is set to unite families as the Artemis II launch united the world in April. Creating the perfect setting for grandparents to share the magic of this 50-year milestone with their grandchildren and the opportunity to turn collaborative building into a unique educational moment at home. Building on this momentum, the Connetix Ball Run Launcher adds a kinetic twist to construction, perfect for experimenting with gravity and design. LEGO (sales up +8% this year) have unveiled their Icons 10361 Winter Village Collection Holiday Express Train, exclusive to John Lewis, designed for families to step away from screens and build together, one brick at a time.
The rise of outdoor play
The nation’s appetite for the great outdoors is at an all time high, with equipment sales up +82% this year. Helping families turn every walk into an adventure, the exclusive Micro Scooters Gruffalo Scooter and accessories have arrived just in time to ride the wave of Gruffalo mania. With 2026 marking the year of The Gruffalo’s 25th stage show anniversary and the highly anticipated launch of Gruffalo Granny book (released 10th September), demand for Gruffalo-themed toys is soaring and this John Lewis exclusive features bespoke Gruffalo illustrations.
