The British Toy & Hobby Association has unveiled 30 winning toys at Toy Fair 2026, with winners including innovations from the Lego Group, Playmobil, Casdon and Ravensburger.
Toy Fair is back for another year and organiser, the British Toy & Hobby Association (BTHA), has announced Toy Fair’s Top 30 Hero Toys for 2026. Presenter Gavin Inskip hosted the unveiling of the winning toys at Olympia in London on the 20th January.
Curated by a panel of independent retailers with many years’ experience in buying and selecting toys, the Toy Fair’s Hero Toys winners were specially selected from hundreds of submissions and represent some of the most innovative and inspiring toys launching at Toy Fair 2026.
The Hero Toys appeal to all ages and are suitable for a range of interests, covering construction toys, games & puzzles, collectibles, arts & crafts, soft toys, STEM toys and outdoor play. Highlights include Lego Botanicals Tulip Bouquet, Just Play’s Emotional Support Pals Highland Cows and Ravensburger’s Vase 3D Puzzle.
Amongst other exciting areas, licensed toys is set to be one of the standout growth categories for 2026, fuelled by a packed calendar of global sporting events and blockbuster entertainment releases. With the FIFA World Cup on the horizon and a variety of new film releases, including Toy Story 5 and Super Mario, driving fan engagement, licensed toys are well-positioned to capitalise on cultural moments and sustain consumer demand throughout the year. Products securing places in the Hero Toys selection include Zuru’s FIFA World Cup 2026 Ballers, Cryptic Killers’ Peaky Blinders Case File and Simba Smoby’s Disney YuYus.
Importantly, the Toy Fair’s Hero Toys showcase a range of price points, with prices starting at £1.99 for KTL’s Squeezy Sitting Highland Cow Stress Toy, and the most expensive toy selected in this year’s winning lineup coming in at £79 for the Connetix 48-Piece Pastel Portal Pack.
With consumers still facing cost-of-living pressures, ensuring there are exciting and innovative toys being launched in 2026 at accessible price points remains key for toy companies. Amongst the Hero Toys, over a third of the winners are priced at £15 or under, with an average overall price of £27, meaning there is a winning toy to suit every budget.
Rebecca Deeming-Mitchell, Senior Communications & Events Manager at the BTHA, said: “Toy Fair’s Hero Toys provide a valuable snapshot of the products retailers believe will perform strongly over the coming year. The 2026 selection highlights the industry’s commitment to innovation, value and play-led design. From pocket money treats to toys for big occasions, this year’s Hero Toys demonstrate the creativity and variety of toys across the UK toy industry.”
Of the 30 Hero Toy winners, nine are available to buy in stores now, with the rest of the Hero Toy winners set to launch into retail throughout the rest of the year. The complete list of Toy Fair’s Top 30 Hero Toys 2026 can be found below.
To see the Toy Fair’s Top 30 Hero Toys 2026 in-person, stop by the display outside of the Press Office throughout the duration of Toy Fair.
Toy Fair’s Hero Toys 2026
A.B.Gee Of Ripley – Fuggler Fugg Stars 9″ Plush by Zuru – Plush Toys
A.B.Gee Of Ripley – FIFA World Cup 2026 Ballers by Zuru – Licensed Toys
Bigjigs Toys – NeeDoh Jelly Hops – Sensory, Novelty & Pocket Money Toys
Epoch Making Toys – Citrus Bird Juice Stand – Mini Doll Collectibles
Buddy and Barney – Scratch and Sniff – Under the Sea Fart Book – Pre-School Toys
The Lego Group – Lego Botanicals Tulip Bouquet – Construction Toys
The Lego Group – Lego Minecraft Mini Biomes – Construction Toys
Playmobil UK – Playmobil 72011 ESA: Mars Research Rocket – Pre-School Toys
Spin Master Toys – Hex Bots Skitter Bots – Robots & Tech Toys
Smart – Smart Games – Hansel & Gretel – Games – Children
Professor Puzzle and Ginger Fox – Race Across the World Card Game – Games – Card
Canal Toys – Style 4 Ever Mini Camera Bag Charm Kit – Robots & Tech Toys
Target Darts – Target Star Wars R2-D2 Two-Sided Magnetic Dartboard – Licensed Toys
Cryptic Killers – Cryptic Killers – Peaky Blinders Case File – Games – Adult
Buki France – Potions Lab – STEM Education Toys
Casdon – Casdon Heartbrands Ice Cream Parlous Playset – Pre-School Toys
Bandai Namco Toys – Megahouse: Mega Cat Project – One Piece Good Night Nyan-Piece-Nyan! – Collectibles
KTL – Squeezy Sitting Highland Cow Stress Toy – Sensory, Novelty & Pocket Money Toys
Simba Smoby UK – Disney YuYus Stitch/Disney YuYus Pooh – Collectibles
Just Play – Emotional Support Pals Highland Cows – Plush Toys
Connetix & My Creative Box – Connetix 48-Piece Pastel Portal Paco – STEM Education Toys
Character Options – Giftie Badge Maker – Arts & Crafts
Basic Fun! – Care Bears Caring Cuties – Collectibles
Ravensburger – Vase 3D Puzzle – Puzzles
VTech/LeapFrog – Scan & Learn Checkout – Pre-School Toys
Marvin’s Magic & Marvin’s Distribution – ZipString Aracna – Outdoor Toys
MV Sports & Leisure – Hot Wheels Racer Ride on – Outdoor Toys
Mookie Toys – Pup-Pee Showdown – Games – Family
Vivid Goliath – Butt Face – Chester Cheeks – Games – Family
Vivid Goliath – Jelly Blox Squish Train Set – Pre-School Toys
