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Toy Fair is back for another year and organiser, the British Toy & Hobby Association<\/a> (BTHA), has announced Toy Fair\u2019s Top 30 Hero Toys for 2026. Presenter Gavin Inskip hosted the unveiling of the winning toys at Olympia in London on the 20th January.<\/p>\nCurated by a panel of independent retailers with many years\u2019 experience in buying and selecting toys, the Toy Fair\u2019s 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.<\/p>\n
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\u2019s Emotional Support Pals Highland Cows and Ravensburger\u2019s Vase 3D Puzzle.<\/p>\n
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\u2019s FIFA World Cup 2026 Ballers, Cryptic Killers\u2019 Peaky Blinders Case File and Simba Smoby\u2019s Disney YuYus.<\/p>\n
Importantly, the Toy Fair\u2019s Hero Toys showcase a range of price points, with prices starting at \u00a31.99 for KTL\u2019s Squeezy Sitting Highland Cow Stress Toy, and the most expensive toy selected in this year\u2019s winning lineup coming in at \u00a379 for the Connetix 48-Piece Pastel Portal Pack.<\/p>\n
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 \u00a315 or under, with an average overall price of \u00a327, meaning there is a winning toy to suit every budget.<\/p>\n
Rebecca Deeming-Mitchell, Senior Communications & Events Manager at the BTHA, said: \u201cToy Fair\u2019s Hero Toys provide a valuable snapshot of the products retailers believe will perform strongly over the coming year. The 2026 selection highlights the industry\u2019s commitment to innovation, value and play-led design. From pocket money treats to toys for big occasions, this year\u2019s Hero Toys demonstrate the creativity and variety of toys across the UK toy industry.\u201d<\/p>\n
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\u2019s Top 30 Hero Toys 2026 can be found below.<\/p>\n
To see the Toy Fair\u2019s Top 30 Hero Toys 2026 in-person, stop by the display outside of the Press Office throughout the duration of Toy Fair.<\/p>\n
Toy Fair\u2019s Hero Toys 2026\u00a0<\/p>\n
A.B.Gee Of Ripley \u2013 Fuggler Fugg Stars 9\u2033 Plush by Zuru \u2013 Plush Toys
\nA.B.Gee Of Ripley \u2013 FIFA World Cup 2026 Ballers by Zuru \u2013 Licensed Toys
\nBigjigs Toys \u2013 NeeDoh Jelly Hops \u2013 Sensory, Novelty & Pocket Money Toys
\nEpoch Making Toys \u2013 Citrus Bird Juice Stand \u2013 Mini Doll Collectibles
\nBuddy and Barney \u2013 Scratch and Sniff \u2013 Under the Sea Fart Book \u2013 Pre-School Toys
\nThe Lego Group \u2013 Lego Botanicals Tulip Bouquet \u2013 Construction Toys
\nThe Lego Group \u2013 Lego Minecraft Mini Biomes \u2013 Construction Toys
\nPlaymobil UK \u2013 Playmobil 72011 ESA: Mars Research Rocket \u2013 Pre-School Toys
\nSpin Master Toys \u2013 Hex Bots Skitter Bots \u2013 Robots & Tech Toys
\nSmart \u2013 Smart Games \u2013 Hansel & Gretel \u2013 Games \u2013 Children
\nProfessor Puzzle and Ginger Fox \u2013 Race Across the World Card Game \u2013 Games \u2013 Card
\nCanal Toys \u2013 Style 4 Ever Mini Camera Bag Charm Kit \u2013 Robots & Tech Toys
\nTarget Darts \u2013 Target Star Wars R2-D2 Two-Sided Magnetic Dartboard \u2013 Licensed Toys
\nCryptic Killers \u2013 Cryptic Killers \u2013 Peaky Blinders Case File \u2013 Games \u2013 Adult
\nBuki France \u2013 Potions Lab \u2013 STEM Education Toys
\nCasdon \u2013 Casdon Heartbrands Ice Cream Parlous Playset \u2013 Pre-School Toys
\nBandai Namco Toys \u2013 Megahouse: Mega Cat Project \u2013 One Piece Good Night Nyan-Piece-Nyan! \u2013 Collectibles
\nKTL \u2013 Squeezy Sitting Highland Cow Stress Toy \u2013 Sensory, Novelty & Pocket Money Toys
\nSimba Smoby UK \u2013 Disney YuYus Stitch\/Disney YuYus Pooh \u2013 Collectibles
\nJust Play \u2013 Emotional Support Pals Highland Cows \u2013 Plush Toys
\nConnetix & My Creative Box \u2013 Connetix 48-Piece Pastel Portal Paco \u2013 STEM Education Toys
\nCharacter Options \u2013 Giftie Badge Maker \u2013 Arts & Crafts
\nBasic Fun! \u2013 Care Bears Caring Cuties \u2013 Collectibles
\nRavensburger \u2013 Vase 3D Puzzle \u2013 Puzzles
\nVTech\/LeapFrog \u2013 Scan & Learn Checkout \u2013 Pre-School Toys
\nMarvin\u2019s Magic & Marvin\u2019s Distribution \u2013 ZipString Aracna \u2013 Outdoor Toys
\nMV Sports & Leisure \u2013 Hot Wheels Racer Ride on \u2013 Outdoor Toys
\nMookie Toys \u2013 Pup-Pee Showdown \u2013 Games \u2013 Family
\nVivid Goliath \u2013 Butt Face \u2013 Chester Cheeks \u2013 Games \u2013 Family
\nVivid Goliath \u2013 Jelly Blox Squish Train Set \u2013 Pre-School Toys<\/p>\n
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