Christmas might feel a long way off, but John Lewis has already put together its predictions for this year’s bestselling toys, with a KPop Demon Hunters singing doll and a £300 doll’s house both tipped to be among the season’s biggest hits. According to the retailer, physical toys that bring families together are set to take priority over screen time this year.
There’s a transition back toward physical, hands-on play.
John Lewis says the toys featured on this year’s list are likely to spark a renewed interest in family focused play and intergenerational games over the festive period. The retailer describes it as part of a wider “great play revival”, with toys that encourage collaboration, creativity and outdoor adventure now making up close to half of all sales in its toy department.
According to the retailer’s toy buyer, families are increasingly choosing genuine connection over simply collecting things, swapping screen time for shared experiences that create lasting memories instead.
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The full top 10, in price order
Momiji Sugar Plum Wood Message Doll, £14.99 (15+ years)
John Lewis Wooden Breakfast in Bed Set, £24 (2+ years)
KPop Demon Hunters Rumi Singing Doll, £34.99 (4+ years)
Marvin’s Magic Treasured Tricks Wooden Set, £39.99 (6+ years)
Mon Ami Colette Duck Soft Toy, £40 (suitable from birth)
Connetix Ball Run Launcher Pack Set, £45 (3+ years)
Plus-Plus Learn To Build Space Superset, £49.99 (5+ years)
LEGO Icons Winter Village Collection Holiday Express Train, £109.99 (exclusive to John Lewis, adult supervision recommended)
Micro Scooters Mini Micro Eco Gruffalo Foldable LED Scooter, £116.95
Le Toy Van Paddington Doll’s House, £299.95 (3+ years), with a full furniture set available separately for £69.95
A KPop Demon Hunters doll leads the pop culture picks.
Among the predicted bestsellers, pop culture-driven toys feature heavily, with the KPop Demon Hunters Rumi Singing Doll expected to be a particularly strong seller this year. It sits alongside the Momiji Sugar Plum Wood Message Doll as one of the more character and collectible focused picks on the list.
The KPop Demon Hunters brand has exploded in popularity recently, following the huge success of the Netflix film, which has become one of the platform’s most watched movies ever. With major toy manufacturers already rolling out expanded ranges of dolls, action figures and games tied to the franchise, it’s little surprise a themed toy has made its way onto this year’s predicted bestseller list.
Wooden toys and slow living touches feature heavily too.
Alongside the pop culture picks, several items on the list lean into more traditional, wooden toys, reflecting the ongoing popularity of the “slow living” trend. The John Lewis Wooden Breakfast in Bed Set is one clear example, alongside Marvin’s Magic wooden trick set and the Connetix Ball Run Launcher.
These kinds of toys tend to encourage more hands-on, imaginative play, fitting neatly with the retailer’s broader messaging around families choosing shared experiences over passive screen time this Christmas.
A Gruffalo scooter is tipped as a standout seller.
Alongside the main top 10, John Lewis specifically flagged the Micro Scooters Gruffalo Scooter, priced at £116.95, as a predicted top seller this Christmas, citing a noticeable surge in demand for Gruffalo themed toys more broadly.
It’s a sign that established, beloved children’s characters continue to hold serious appeal alongside newer, more trend-driven picks like the KPop Demon Hunters doll.
A £300 doll’s house tops the list by price.
The most expensive item on the list by some distance is the Le Toy Van Paddington Doll’s House, priced at £299.95, with a full set of matching furniture available to buy separately for an additional £69.95.
Despite its higher price tag, John Lewis expects the doll’s house to be a strong seller this year, fitting into the same theme of imaginative, collaborative play that runs through much of this year’s list.
With more than four months still to go until Christmas Day, this early prediction gives shoppers a useful head start on planning ahead, particularly for items like the doll’s house or LEGO Winter Village set that may prove popular enough to sell out closer to the big day.
