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.
HERO TOYS FOR 2025 AVAILABLE NOW
A.B.Gee Of Ripley Ltd - XSHOT Insanity Motorized Clip Mania (72 Darts) by ZURU £29.99
Brainstorm Ltd - Greepz - £15.00
Buddy and Barney LTD - Bath Time Grand Prix - £17.99
GALT - Unlock Science – Water Worry - £14.99
PLUS-PLUS - Plus-Plus Puzzle by Number Activity Pad - £12.99
Simba Smoby UK - Disney Surfer Stitch R/C - £39.99
Simba Smoby UK - Smoby Life Mud Kitchen - £79.99
Spin Master Toys - PAW Patrol Air Rescue Pup Squad Adventure Bay Airport - £29.99
The LEGO® Group - LEGO® Botanicals Pretty Pink Flower Bouquet - £54.99
The LEGO® Group - LEGO® City Helicopter, Fire Truck & Submarine Remix - £54.99
The LEGO® Group - LEGO® Mario KartTM – Baby Mario vs. Baby Luigi - £24.99
Canal Toys - Style 4 Ever Stationary Maker - £12.99
HERO TOYS FOR 2025 AVAILABLE THROUGHOUT THE YEAR
Basic Fun - Care Bears Sweet Serenity Bear - £19.99
Orange Tree Toys - Animal Balancing Game - £14.99
Just Play - Sesame Street Nom Nom Cookie Monster - £24.99
Trends UK - 2 in 1 Plasma Globe & Energy Stick - £14.99
Marvin’s Magic - ZipString Luma - £29.99
SMART - SmartGames – Counting Sheep - £14.99
University Games - Bullseye Board Game - £24.95
Basic Fun - Stretch Armstrong Next Generation Figure - £14.99
Casdon Ltd - Build-a-Bear Workshop Stuffing Station - £35.00
Character Options Ltd - Stuntman Stu Race Ace Stunt Car - £24.99
Clementoni UK - Science & Play Smart-Tech Greenhouse - £29.99
Epoch Making Toys - Sylvanian Families Skytop Fairy Castle - £59.99
Golden Bear - Foodibles - £7.99
Jazwares - Amazing Flip Spidey - £39.99
John Adams Leisure Ltd - Of Dragons, Fairies & Wizards – Interactive Fairy Wand - £19.99
Vivid Goliath - Suite Spaces Bedroom All-in-One Set - £19.99
VTech - 3-in-1 Mow and Grow Tractor - £49.99
Golden Bear - No Brainer - £24.99
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