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Brief Published: 10 Nov 2020

Toy Trends Set to Win Christmas 2020


The cancellation of seasonal activities and holidays is allowing parents to spend more time and money on presents this year, promising good sales for the toy industry. We look at some of the key categories and toys set to perform well to pinpoint what themes are winning with kids this Christmas.

This year, 41% of British parents want to celebrate Christmas more to make up for the hardships the year has brought, and 26% intend to spend more money (Kids Insight, 2020). Traditional brands like Lego, Barbie and Playmobil are set to do well, along with analogue pursuits, such as board games and jigsaw puzzles. 

Hands-on play is likewise a key theme in the line-up of toys predicted to perform well this season, according to the UK’s Toy Retailers Association. Old-school toy reboots are expected to appeal to parents’ nostalgia for their own youth. British brand Flair, for instance, is bringing back the geometric stencil toy Spirograph (debuted in 1965) in a rainbow scratch format for a fun update.

Likewise, crafty toys, such as the Gemex gem-making device from UK company John Adams, capitalise on the surge of at-home crafts brought on by lockdown measures (see also our Analogue Update). Players can create decorations for hairclips, keychains, toys and jewellery, appealing to parents and children seeking an open-ended creative outlet.

Moreover, the additional time that parents and children have at home in the lead-up to Christmas will increase focus on gift wrapping and decorations. Brands are tapping into this crafting opportunity. The balloon-making machine Stuff-A-Loons by UK toymaker Character allows kids to put tinsel and charms inside inflated decorations to add personality to the celebration.

For more on gifting accessories, see Product Design Visual Round-Up: Gifting, and for the latest toy inspiration, see Toys & Kids’ Products 2020.

Spirograph Scratch & Shimmer