Amazon UK predicts top toy trends for Christmas 2019

Interactive toys, classic board games with a twist and sensory play identified as the leading trends for this year's festive period

Written by Rhys Thomas

Posted 01.08.2019 | Retail

Amazon UK predicts top toy trends for Christmas 2019 thumbnail

Amazon UK has revealed what it expects to be the biggest toy this Christmas after crunching the numbers and analysing its retail trends.

A team of in-house experts examined the trends and habits of shoppers to narrow down the choices. Interactive toys like Spin Master’s Owleez are high on the list, along with MGA’s recent wave of LOL Surprise collectables and Skyrocket Uk’s new Blume dolls headlining kids’ continued love for all things unboxing.




More traditional items, such as classic board games with a modern twist – think John Adams’ Bank Attack Game – are also expected to do well, and for pre-schoolers it’s sensory play, best represented by Fisher-Price’s recently launched Linkimals range. Licenses such as Harry Potter are also expected to attract high sales.

Amazon’s trending picks for Christmas 2019

Bank Attack Game – John Adams
Blume Doll – Skyrocket
Boppi The Booty Shakin’ Llama – Zuru, dist. Tobar
Harry Potter Dobble – Asmodee
Juno My Baby Elephant – Spin Master
Linkimals Smooth Moves Sloth – Mattel
L.O.L Surprise! O.M.G. Doll – MGA
Owleez – Spin Master
Pictionary Air – Mattel
Treasure X Aliens Single Pack – Character Options

“At Amazon, we pride ourselves on being able to deliver everything our customers need for a magical festive season, and the smiles on Christmas morning are undoubtedly the most important,” says James French, Head of Toy Buying at Amazon UK. “This year, we are spoilt for choice with so many fantastic new toys set to deliver huge smiles come the big day. As our top five forecasted trends show, there is something for every age and budget on the list.”

Amazon has said its list could change later this year as new toys hit the market.

Top image: Bank Attack Game / John Adams 
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