Hamleys, the finest toy shop in the world today unveiled its Festive 15 — the hot toys for Christmas 2026 – with simple, instant, satisfying sensory play right at the top of the list as the squishy phenomenon continues to grow across Tik Tok, Instagram and amongst hordes of children from 3 to kidults and adults.
The Big Squij range – a set of ultra-soft, slow-rise squeezable sensory and stress-relief toys, represents amazing value at £10. They offer an irresistibly quirky series of designs from animals to food and a playful hearts assortment. There’s a duck, a corgi, a croissant, a shrimp, dumplings and a watermelon. Hamleys will reveal new additions to the range across October, November and December.
And continuing the theme of comforting, simple, instant joyful play, Hamleys’ senior buying team are also tipping the Movers and Shakers range of soft toys with playful interactive features – close to having a real pet. You can choose from a West Highland Terrier, Golden Retriever, an adventurous Husky and a playful Black & White Cat. They walk, they sit, they hop, they skip – they hug!
The Festive 15 list spans a wide range of interests and styles and will appeal to everyone from 18 months to 18 years + and this year also showcases the continuing trend towards ‘persona play’, where toys aren’t defined by what they do, but by the figure at their centre – inviting children in, handing them a persona and letting them build their own stories and adventures.
And it’s a concept highlighted by a breakthrough kidult toy and J-Pop figure of the world’s first successful “Vocaloid” – Hatsune Miku – Japan’s biggest virtual pop star. She is a turquoise-haired 16-year-old whose “voice” comes from music software and whose songs, styling and stardom have been created almost entirely by millions of fans rather than a record label.
Hatsune Miku has gone from a computer program in 2007 to sold-out arena tours, performing as a hologram in front of thousands of adoring fans hooked on anime and internet pop culture. And she is about to hit the UK with the latest leg of her world tour Miku Expo arriving at London’s O2 Arena on 12 November. This detailed collectible figure lets fans take a piece of the phenomenon home.
With an estimated 15,000 new toys launched in the last 12 months, Hamleys’ buying team has included a number of figures and character toys including two takes on Marvel’s Dr Doom (a LEGO buildable head and a Hasbro action figure), two Barbie dolls dressed for The Nutcracker, a Thunder Unicorn and a Ready, Pedal, Go Interactive Peppa Pig.
The toy is becoming the starting point for a story a child writes themselves, rather than the finished product.
“The Squishy craze is only really just getting going – the demand is huge and we have new editions to unveil in the run up to Christmas. There is a wonderful simplicity to their power whether you are a young child or an adult – literally once you squeeze one, it’s really difficult to put it down,” said Victoria Kay, Head of Buying and Merchandising at Hamleys. “Building stories and fun scenarios is such a great take out from some of the character and figure toys – they are empowering children to run with their own imaginations and create rich and dynamic worlds. “
The Festive 15 will all be in-store very soon and to add to the Yuletide clamour – The BEST, the sparkliest, the most-fun filled Santa’s Grotto experience anywhere is back at Hamleys world famous store on London’s Regent Street.
Tickets are now on sale for this much-loved festive experience, running from 14 November to 24 December. Children aged 2–8 can meet Hamleys Elves, explore their magical workshop and meet Santa himself — with a special gift bag for every child.
Bookings accommodate up to six people, with visits running from 10.15am to 8pm. Prices start at £75 for three people on selected December weekdays and weekends.
