- With 127 days to go until the big day, John Lewis has revealed this year’s Top Ten Toys predicted to top wishlists across the generation
- Families swap screen time for play time with collaborative building, role play, imaginative storytelling and outdoor adventures emerging as key trends this year
- The toy box is making a comeback as families choose curation over accumulation
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.