John Lewis has published its John Lewis Christmas toy predictions for 2025, tipping a £299.95 Le Toy Van Paddington doll’s house and a K-Pop Demon Hunters Rumi singing doll as likely festive bestsellers. The retailer says physical toys that bring families together will take priority over screen time this year.
The list covers ten products that John Lewis believes will dominate children’s wish lists, released more than four months before Christmas Day. According to the retailer, the selection reflects a broader shift in what families want from playtime: connection, creativity and shared activity rather than solo, screen-based entertainment.
What is on the John Lewis Christmas toy predictions list?
The ten predicted bestsellers span a wide price range, from a £14.99 Momiji Sugar Plum Wood message doll aimed at those aged 15 and over, up to the £299.95 Le Toy Van Paddington doll’s house, which is also available with a full furniture set for an extra £69.95. In between sit items including a John Lewis Wooden Breakfast in Bed Set at £24, a K-Pop Demon Hunters Rumi singing doll at £34.99, and a Marvin’s Magic Treasured Tricks Wooden Set at £39.99.
The full list also features a Mon Ami Colette Duck Soft Toy at £40 (suitable from birth), a Connetix Ball Run Launcher Pack Set at £45, and a Plus-Plus Learn To Build Space Superset at £49.99, exclusive to John Lewis. Rounding out the top ten are a LEGO Icons Winter Village Collection Holiday Express Train at £109.99 and the Micro Scooters Mini Micro Eco Gruffalo Foldable LED Scooter at £116.95, which John Lewis said is riding soaring demand for Gruffalo-themed toys.
Several items tap into current cultural moments. The K-Pop Demon Hunters Rumi doll draws on the global popularity of K-Pop (Korean pop music), while the Momiji message doll belongs to a range of collectible character figures. The Paddington doll’s house speaks to the enduring popularity of the bear from Darkest Peru in British family culture.
The ‘great play revival’ behind the John Lewis Christmas toy predictions
Alan Wright, Toys and Books Buyer at John Lewis, described the trend driving these choices. ‘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,’ he said, according to the John Lewis Partnership media centre. ‘Families are actively choosing connection over collection and swapping screen time for shared experiences that create lasting memories.’
The wooden breakfast-in-bed set is described as tapping into the popular lifestyle trend of “slow living,” a term for a deliberate slowing down of daily routines in favour of simple, analogue pleasures. The magic tricks set is positioned as a tool for at-home entertainment. John Lewis said the group as a whole is likely to spark interest in intergenerational role play and family-orientated games this festive season.
The retailer is not alone in spotting this appetite for screen-free play. Retail chains HMV and The Works have both said they have seen a resurgence in demand for physical ownership of toys, games and collectibles, among children as well as families seeking screen-free activities.
The wider toy market appears to be in strong shape heading into the festive season. According to Hello Magazine, Bluey merchandise is having a strong year and captivating both children and adults, while TY Beanie Bouncers are among the top stocking fillers and are reported to be flying off shelves. Neither item features on the John Lewis list, suggesting the market for physical toys is broad enough to sustain several competing trends at once.
The John Lewis Christmas toy predictions list is published each year to guide shoppers planning ahead. Wright said the retailer sees the trend as a genuine cultural shift rather than a passing phase, with nearly half of all toy department sales now falling into the physical “playtime” category.
