- One third of the top 30 Hero Toys were priced £15.00 or under with prices starting at £7.99
- 12 of the Hero Toys are available to purchase NOW!
- Top categories coming out of the Toy Fair’s Hero Toys list include Action Figures, Collectibles, Construction Toys, Games & Puzzles, Plush and more!
Toy Fair is back for its 71st year and organiser, the British Toy & Hobby Association (BTHA), is delighted to announce the top 30 Toy Fair’s Hero Toys for 2025. TV personality, Anna Williamson hosted the prestigious awards ceremony live at Olympia London, on the 21st January, posing with winners as they collected their certificates.
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 a total of more than 310 submissions and represent some of the most innovative and inspiring toys coming out of Toy Fair 2025.
On the overall selection process, the judging panel said; “We look for products that are new and offer a point of difference to what has already been before, of course a lot of attention is paid to genuine play value and play experience.”
The impressive line-up of Hero Toys for 2025 appeal to a range of ages, are suitable for a variety of interests and cover a large range of toy categories including Plush Toys, Action Figures, Collectibles, Preschool Toys, Games and Puzzles, and more.
Some of the highlights include; LEGO® Botanicals Pretty Pink Flower Bouquet, Care Bears Sweet Serenity Bear, Sesame Street Nom Nom Cookie Monster, 2 in 1 Plasma Globe & Energy Stick and a Bullseye Board Game. A big trend coming through in 2025 is a subsection of the Collectibles category; Mini Collectibles and this is represented by Sylvanian Families Skytop Fairy Castle. Licensed toys are expected to remain strong with Paw Patrol and Spiderman making the Hero Toys selection and new releases including Lilo and Stitch, which will help to drive toy sales.
The Toy Fair’s Hero Toys showcases a range of price points, with prices starting at £7.99 for Golden Bear Toys’ Foodibles, and the most expensive toy selected in this year’s winning line up coming in at £79.99 for the Smoby Life Mud Kitchen by Simba Smoby UK.
Affordability in the challenging economic climate continues to remain a key theme, with a third of the winners priced at £15.00 or under. This reflects actions taken by toy manufacturers to meet consumer needs with exciting and innovative toys being launched in 2025 at enticing price points.
Rebecca Deeming-Mitchell, Senior Communications & Events Manager at the BTHA said: “This year’s winners showcase a brilliant cross-section of the toy industry and represent some of the top toys launching in 2025. We are confident that Toy Fair’s Hero Toys for 2025 underpin everything our industry is about: ensuring people’s lives are filled with play and joy.”
12 of the 30 Hero Toy winners are available now. The rest of the Hero Toy winners launch into retail from the end of January onwards with more available throughout the rest of year and into the lead up to Christmas. The complete list of Toy Fair’s Top 30 Hero Toys 2025 can be found in the product guide attached and will be on display outside of the Press Office for the duration of Toy Fair.
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For PR enquiries or for more information please contact [email protected] / [email protected]
Visit the website: https://www.toyfair.co.uk/
Follow Toy Fair on Instagram & Twitter at: @toyfairuk
Notes to Editors
Source: Circana / Retail Tracking Service / U.K. / Full Year 2024 vs 23
About the BTHA
The British Toy & Hobby Association was established in 1944 to represent the interests of British toy manufacturers and to raise standards of practice in the industry. Today it has over 150 members ranging from international toy giants to small family-run businesses that together account for more than 80% of the UK toy market. Membership of the British Toy & Hobby Association shows the member’s commitment to adhere to the BTHA Code of Practice under the umbrella of the Lion Mark which includes rules covering ethical and safe manufacture of toys, toy safety, a ban on counterfeit goods, an assurance to market responsibly, a commitment to improving sustainability and a desire to promote the value of all play through support of the Make Time 2 Play campaign. Our members are manufacturers committed to making good quality toys in a responsible way. The BTHA also administers the Toy Trust – the industry’s charity.
About Circana
Circana is the leading advisor on the complexity of consumer behaviour. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at www.circana.com.
| HERO TOYS FOR 2025 AVAILABLE NOW | ||||
| Company Name | Product Name | Category | RRP | Stand Number |
| A.B.Gee Of Ripley Ltd
|
XSHOT Insanity Motorized Clip Mania (72 Darts) by ZURU
|
Action Figures | £29.99 | B40 |
| Brainstorm Ltd | Greepz
|
Kidult | £15.00 | E79 |
| Buddy and Barney LTD | Bath Time Grand Prix
|
Preschool Toys | £17.99 | GZ12 |
| GALT | Unlock Science – Water Worry
|
STEM Education Toys | £14.99 | E9 |
| PLUS-PLUS | Plus-Plus Puzzle by Number Activity Pad
|
Construction Toys | £12.99 | N3 |
| Simba Smoby UK | Disney Surfer Stitch R/C
|
Vehicles | £39.99 | B50 |
| Simba Smoby UK | Smoby Life Mud Kitchen
|
Outdoor Toys | £79.99 | B50 |
| Spin Master Toys
|
PAW Patrol Air Rescue Pup Squad Adventure Bay Airport
|
Preschool Toys | £29.99 | UW50 |
| The LEGO® Group
|
LEGO® Botanicals Pretty Pink Flower Bouquet
|
Kidult | £54.99 | UW10-30 |
| The LEGO® Group
|
LEGO® City Helicopter, Fire Truck & Submarine Remix
|
Construction Toys | £54.99 | UW10-30 |
| The LEGO® Group
|
LEGO® Mario KartTM – Baby Mario vs. Baby Luigi
|
Construction Toys | £24.99 | UW10-30 |
| Canal Toys | Style 4 Ever Stationary Maker
|
Arts & Crafts | £12.99 | F75 |
| HERO TOYS FOR 2025 AVAILABLE THROUGHOUT THE YEAR | ||||
| Basic Fun | Care Bears Sweet Serenity Bear
|
Plush Toys | £19.99 | D11 |
| Orange Tree Toys | Animal Balancing Game
|
Preschool Toys | £14.99 | F65 |
| Just Play | Sesame Street Nom Nom Cookie Monster
|
Interactive/feature plush | £24.99 | B90 |
| Trends UK | 2 in 1 Plasma Globe & Energy Stick
|
STEM Education Toys | £14.99 | E66 |
| Marvin’s Magic | ZipString Luma
|
Robots & Tech Toys | £29.99 | G60, G90 |
| SMART | SmartGames – Counting Sheep
|
Games & Puzzles | £14.99 | F42 |
| University Games | Bullseye Board Game
|
Games & Puzzles | £24.95 | E50 |
| Basic Fun | Stretch Armstrong Next Generation Figure
|
Action Figures | £14.99 | D11 |
| Casdon Ltd | Build-a-Bear Workshop Stuffing Station
|
Roleplay | £35.00 | E30 |
| Character Options Ltd | Stuntman Stu Race Ace Stunt Car
|
Action Figures | £24.99 | N16 |
| Clementoni UK | Science & Play Smart-Tech Greenhouse
|
Science/STEM | £29.99 | N14 |
| Epoch Making Toys | Sylvanian Families Skytop Fairy Castle
|
Mini Doll Collectibles | £59.99 | N7 |
| Golden Bear | Foodibles
|
Plush Toys | £7.99 | E69 |
| Jazwares | Amazing Flip Spidey
|
Interactive/feature plush | £39.99 | N8 |
| John Adams Leisure Ltd | Of Dragons, Fairies & Wizards – Interactive Fairy Wand
|
Roleplay | £19.99 | N1, N6 |
| Vivid Goliath | Suite Spaces Bedroom All-in-One Set
|
Collectibles | £19.99 | B70 |
| VTech | 3-in-1 Mow and Grow Tractor
|
Preschool Toys | £49.99 | N9 |
| Golden Bear | No Brainer
|
Games & Puzzles | £24.99 | E69 |
