Inside Hamleys’ Festive 15: What Makes a Holiday Hit?

Hamleys welcomes families from around the world every day, introducing shoppers to thousands of toys. But only a select few earn a spot on the retailer’s annual Festive 15 list of the hottest toys for the holidays.

Best known for its iconic flagship store on Regent Street in London, the 266-year-old toy retailer invited The Toy Book — while in the U.K. for Brand Licensing Europe (BLE) — to its Christmas Grotto for a sneak peek at this year’s picks and the trends shaping the holiday season. We also got the inside scoop on what it takes to make the coveted list.

“There’s a broad spectrum of what you need to put on the list,” says Karen Dennett, Senior Buyer at Hamleys of London. “It’s not just a case of ‘hot new toy.’”

According to Dennett, the team considers everything from favorite characters and emerging trends (read: squishies) to established brands, different play patterns, and a wide range of ages.

This year’s Festive 15 includes toys for toddlers as young as 18 months, such as the Hamleys Wooden London Taxi, alongside collectibles for adults ages 18 and up, including the LEGO Doctor Doom Bust inspired by Marvel Studios’ Avengers: Doomsday.

“You need to think of everything, and you need to be price sensitive as well,” says Dennett.

The list covers a range of price points, from £10 for Keycraft Global’s Big Squij range to £75 for the remote-controlled Thunder Unicorn from Buzz Retail.

Among the more unexpected selections is the Hatsune Miku T-Most PVC Figure, recommended for ages 14 and up. The collectible depicts the turquoise-haired virtual singer, a computer-generated performer powered by voice-synthesizing technology (Vocaloid), who has become a global phenomenon, drawing fans to sold-out concerts worldwide.

The figure also reflects two trends on Hamleys’ radar: persona play and J-Pop.

Persona play, which the retailer identifies as an ongoing trend, focuses on toys that “aren’t defined by what they do, but by the figure at the center.” The characters become a starting point for kids to create their own stories and adventures.

J-Pop, or Japanese popular music, is another category gaining momentum following the explosion of K-Pop.

“It’s probably the trend at the moment that we see coming,” says Dennett.

The growing appetite for collectibles and anime-inspired merchandise also reflects Hamleys’ commitment to the kidult market. Nearly an entire floor of the Regent Street flagship is dedicated to toys, collectibles, and other products for older consumers, with anime commanding a significant presence.

“We’re a bit ahead of the curve,” says Dennett. “We were one of the first retailers to bring Pop Mart into the store, so we are quite far down that kidult route. We’re on that train; it’s big for us — and it’s only going to keep growing.”

Of course, a visit to Hamleys involves more than browsing the shelves. Live demonstrations, interactive displays, and theatrical performances have long been part of the retailer’s appeal, turning a shopping trip into an experience.

“It’s our point of difference,” says Dennett. “We are known for being the theater, the entertainment, the demos; that’s what we’re all about. It really is what sets us apart from every other toy retailer in the U.K.”

That spirit carries into the holiday season when Santa’s Grotto returns to the Regent Street flagship in mid-November. The ticketed experience invites children to meet Hamleys Elves, explore a magical workshop, and visit Santa himself. Every child also receives a special gift bag to take home.