Character Options
LEGO
Flair Leisure
Hasbro
Mattel
MGA
Moose
Spin Master
Vtech ElectronicsBehind the Scenes of DreamToys 2025: What It Is & When We Expect the 2025 List
Every year, the DreamToys 2025 list from the Toy Retailers Association sets the stage for Christmas shopping across the UK. It’s the moment when parents, kids, and toy fans alike discover which new releases are predicted to fly off the shelves. But what exactly is DreamToys — and when can we expect the DreamToys 2025 announcement? You can also read more about the official event on the DreamToys page of the Toy Retailers Association website.
What Is DreamToys?
DreamToys is the UK’s official list of the most sought-after toys for Christmas, curated by an independent panel of toy industry experts and retailers. The list highlights the products expected to be the biggest hits of the festive season — from plush favourites like Squishmallows to creative building sets from LEGO.
Each year’s list sparks excitement among shoppers and retailers alike, shaping what many families will find under their trees. For collectors and parents trying to stay ahead of demand, the DreamToys reveal is often the signal to start buying early.
How the Dream Toys 2025 List Is Chosen
The Toy Retailers Association works with major UK toy suppliers, independent stores, and leading retailers to select the most promising toys of the year. The goal is to represent a balance of innovation, play value, and affordability — helping parents make confident choices.
Previous lists have included big names such as Furby, Magic Mixies, and the Barbie Pop Reveal Assortment, all of which went on to become huge Christmas successes.
When Will the DreamToys 2025 List Be Announced?
Based on past years, the DreamToys announcement usually takes place in mid-November. In 2024, the list was revealed to the media on 12 November and went public the next day. For 2025, industry insiders expect a similar schedule — likely between 12 and 14 November 2025.
This year’s campaign is set to feature something new: a dedicated pop-up event in Soho, where journalists and creators will experience the toys firsthand. The TRA has also introduced “Mini Toy Testers” — kids from across the UK who’ll help evaluate the shortlisted products in advance.
Why DreamToys Matters
DreamToys isn’t just a list — it’s a trusted shopping signal. When a toy appears on it, demand usually spikes almost overnight. Retailers prepare for pre-orders, parents rush to secure stock, and collectors watch for rising resale values. Many items from the list also appear in our guides to the Best Christmas Toys 2025 and Must-Have Christmas Toys.
Being featured on the list also boosts brand awareness for toy manufacturers. Companies such as Hasbro, Mattel, and Spin Master often see surging sales immediately after the reveal.
Our Predictions for DreamToys 2025
While the official list remains under wraps, early trends hint at what might appear. Expect more soft, sensory, and collectible toys like Squishmallows, tech-free creative play sets from LEGO, and affordable family games that bring everyone together. Retro revivals and cute interactive companions are also likely to feature again this year.
Until the big reveal, you can explore last year’s winners on our Top 10 Christmas Toys 2024 page — or check out what’s trending in our live guide to the Most Popular Christmas Toys right now.
How to Stay Updated
We’ll post the full DreamToys 2025 list the moment it’s released — complete with prices, stock updates, and links to each featured toy. To prepare, bookmark our Top 10 Christmas Toys 2025 hub and sign up for alerts when the embargo lifts.
In the meantime, if you’re shopping early or comparing options, don’t miss our guides to Christmas Toy Deals and When to Buy Christmas Toys — both essential reading for anyone planning ahead this season.
