● 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.
“This year’s winners showcase a brilliant cross-section of the toy industry and represent some of the top toys launching in 2025”
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.
A.B.Gee Of Ripley: XShot Insanity Motorized Clip Mania by Zuru – Action Figures Stand B40
Brainstorm: Greepz – Kidult Stand E79
Buddy and Barney: Bath Time Grand Prix – PreSchool Toys Stand GZ12
Galt: Unlock Science – Water Worry – STEM Education Toys Stand E9
Plus-Plus: Plus-Plus Puzzle by Number Activity Pad – Construction Toys Stand N3
Simba Smoby UK: Disney Surfer Stitch R/C – Vehicles Stand B50
Simba Smoby UK: Smoby Life Mud Kitchen – Outdoor Toys Stand B50
Spin Master Toys: Paw Patrol Air Rescue Pup Squad Adventure Bay Airport – Pre-School Toys Stand UW50
The Lego Group: Lego Botanicals Pretty Pink Flower Bouquet – Kidult Stand UW10-30
The Lego Group: Lego City Helicopter, Fire Truck & Submarine Remix – Construction Toys Stand UW10
The Lego Group: Lego Mario Kart – Baby Mario vs. Baby Luigi – Construction Toys, Stand UW10
Canal Toys: Style 4 Ever Stationary Maker – Arts & Crafts Stand F75
Basic Fun!: Care Bears Sweet Serenity Bear – Plush Toys Stand D11
Just Play: Sesame Street Nom Nom Cookie Monster – Interactive/Feature Plush Stand B90
Trends UK: 2-in-1 Plasma Globe & Energy Stick – STEM/Educational Toys Stand E66
Orange Tree Toys: Animal Balancing Game – Pre-School Toys Stand F65
Marvin’s Magic: ZipString Luma – Robots & Tech Toys Stand G60/G90
Smart Toys & Games: SmartGames Counting Sheep – Games & Puzzles Stand F42
University Games: Bullseye Board Game – Games & Puzzles Stand E50
Basic Fun!: Stretch Armstrong Next Generation Figure – Action Figures Stand D11
Casdon: Build-A-Bear Workshop Stuffing Station – Role-Play Stand E30
Character Options: Stuntman Stu Race Ace Stunt Car – Action Figures Stand N16
Clementoni UK: Science & Play Smart-Tech Greenhouse – Science/STEM Stand N14
Epoch Making Toys: Sylvanian Families Skytop Fairy Castle – Mini Doll Collectibles Stand N7
Golden Bear: Foodibles – Plush Toys Stand E69
John Adams: Of Dragons, Fairies & Wizards – Interactive Fairy Wand – Role-Play Stand N1/N6
Jazwares: Amazing Flip Spidey – Interactive/Feature Plush Stand N8
Vivid Goliath: Suite Spaces Bedroom All-In-One Set – Collectibles Stand B70
VTech: 3-in-1 Mow and Grow Tractor – Pre-School Toys Stand N9
Golden Bear: No Brainer – Games & Puzzles Stand E69
