What are retailers predictions for most popular toys this year? Credit: Sainsbury’s

In the run-up to Christmas, three UK retailers share their insight into the most popular toys this Christmas. And how much will UK households spend on treating their children this holiday season?

Predicted spend on toys this Christmas

A poll of 2,000 British parents conducted by eBay has found that the average spend on toys this Christmas will be £392.82.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

According to eBay, with 14 million parents in the UK, the total spend equates to £5.5bn on toys alone this Christmas.

The study has also revealed that parents will purchase an average of 19 toys ahead of Christmas morning. Nearly eight in ten parents also admitted to overspending at Christmas, with a third of parents even confessing to buying too many toys and having to keep some for other occasions.

However, the online marketplace has also seen an increase in budgeting this year, with 63% admitting they have a financial plan in place to ensure they can afford to buy children everything they want, with nearly a quarter of parents trying to limit their spending to under £200 overall.

When it comes to choosing toys, half of the parents said toys, which spark imagination, motivated their decision the most, with more than four in ten concerned about the educational impact of toys, while 45% buy toys, which they enjoyed playing with as a child.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Another factor influencing parent’s choice are toys that stimulate children’s ‘creativity and artistic nature’, with 47% saying this often motivates them to buy certain items.

While 56% of parents say their children’s pester power has a ‘massive impact’ on their purchasing decision, many are influenced by recommendations from others, and the popularity of TV shows and books.

Ebay’s most popular toys this Christmas

Alice Winter, Category Manager of Toys and Games at eBay.co.uk said: “In 2017 last year, we saw nearly 360 million searches for toys during the festive period. This year we wanted to highlight the 12 toys we know kids will love this Christmas, and also offer some unique insight into the benefits of playing with them.”

  1. Harry Potter Hogwarts Great Hall
  2. Creator Pirate Roller Coaster
  3. Myla the Magical Make-up Unicorn
  4. Toot-Toot Friends Kingdom Pirate Ship
  5. Leap Start Leap Frog
  6. Playmobil Family Fun 9060 Aquarium with Fillable Water Enclosure
  7. Baby Alive Real as Can Be
  8. Nerf Laser Ops Deltaburst
  9. FurReal Friends Ricky the Trick Loving Pup
  10. Barbie Careers Care Clinic Ambulance Play

Argos’ most popular toys this Christmas

Argos’ list features new toys that in retailers opinion are ‘set to feature on every child’s wish list’ and which bring ‘fantasy, technology, construction and discovery to toyboxes nationwide’.

Juliet Ward, Head of Toy Buying, at Argos, said: “This year’s list is arguably our most exciting and eclectic to date. The list shows how toys are continuing to progress with interactive items amongst the most popular. We’re also seeing the modernisation of more classic and traditional toys resulting in a varied and extensive list – everything from Boxer, the mischievous robot, to the Tiny Treasures Doll, which looks and smells just like a real baby.

“Social media trends are influencing toys more than ever before, such as the unicorn craze which has inspired great products like the Vtech Myla Magical Unicorn and the My Lovely Unicorn Electric Ride-On. The pocket-money-friendly collectibles craze also continues to evolve and succeed with LOL Surprise, Fingerlings and the Treasure X 3-Pack Chest all must-have toys for this year.”

  1. Fingerlings Untamed T-Rex
  2. Vtech Myla Magical Unicorn
  3. Fingerlings Untamed Dino Cage
  4. Paw Patrol Rescue Fire Truck Playset
  5. Nerf Laser Ops Pro AlphaPoint Two Pack
  6. Chad Valley Tiny Treasures Doll 
  7. LEGO City Arctic Mobile Exploration Base
  8. Fingerlings Unicorn Hugs
  9. Boxer Interactive AI Robot Toy
  10. LOL Surprise Under Wraps

Amazon’s most popular toys this Christmas

Amazon’s top ten list features top ten toys from interactive robots and Paw Patrol truck to a Happy Potter LEGO set and Strictly Come Dancing board game.

Sriram Parthasarathy, Toys Category Leader, Amazon.co.uk. said: “The most exciting moment of Christmas Day is watching children unwrap their presents.

“Amazon offers thousands of top rated toys, including everything from unicorns to family board games – and our top 10 list includes the latest and greatest toys that will be in popular demand this festive season.”

  1. Paw Patrol Ultimate Rescue Fire Truck
  2. Boxer Interactive AI Robot Toy
  3. Barbie Careers Care Clinic Ambulance
  4. Nerf Laser Ops Pro Alphapoint
  5. Poopsie Slime Surprise Unicorn
  6. Strictly Come Dancing Board Game
  7. LEGO – Harry Potter Hogwarts Express Set
  8. Little Live Pets 28813 Una Wrapples Toy
  9. Chow Crown
  10. L.O.L. Surprise! Bigger Surprise