Pop-culture influences, surprise collectables, interactive technology and imaginative play are shaping children’s wish lists this year, with everything from K-Pop Demon Hunters and LEGO to miniature worlds, remote-control cars and family games reflecting the changing ways children play.
Launched alongside Toys R Us’ 52-page festive catalogue, Geoffrey’s Toy Guide, the selection celebrates the many ways children experience the joy of play, from outdoor adventures and princess dress-up to pretend play, storytelling and shared family moments. With gifts ranging from pocket-money treats to showstopper gifts, the message this festive season is that play is the greatest gift of all, bringing families together, sparking imagination and creating memories that last beyond the festive season.
“What’s exciting about this year’s selection is the sheer variety of ways children are playing,” says Catherine Jacoby of Toys R Us South Africa. “From the thrill of discovering what’s inside a mystery box to creating imaginary worlds or gathering around a family game, there’s something for every interest, age and budget.”
The blind box obsession continues
“One of the biggest shifts in toy culture is the growing fascination with surprise collectables, where children and adults alike are drawn to the anticipation of discovering what’s hidden inside,” says Jacoby. “Blind boxes and miniature collectables, including Mini Brands, MiniHouse, Miniverse and popular character ranges, are turning unboxing into an experience in itself.”
The appeal, she says, goes beyond the initial surprise, with collectors swapping, displaying and building entire miniature worlds around their discoveries. “The trend also reflects the growing influence of social media and collecting culture, where the hunt for a particular character can be as exciting as finding it.”
Ugly-cute is the new adorable
“Forget conventional cuddly toys,” she adds. “Fugglers are deliberately odd-looking plush creatures with exaggerated expressions and human-like teeth, bringing a mischievous sense of humour to the toy aisle.”
Jacoby says that character collectables and nostalgic favourites are increasingly appealing across generations, with Funko Pop figures and Pokémon products becoming popular gifting choices for teenagers and adults as well as children. With Pokémon celebrating its 30th anniversary this year, its enduring popularity reflects a growing appetite for collectables that reconnect adults with childhood favourites.
Miniature worlds and messy creativity
Small-scale imaginative play is also making a big impression this Christmas. “Miniature homes, tiny accessories and collectable scenes encourage children to build, arrange and reinvent their own worlds, combining the appeal of collecting with hands-on storytelling,” she explains.
For children who prefer getting creative, she says that Slime Mart is giving sensory play a playful new twist. “Rather than simply stretching and squishing slime, children can transform it into pretend desserts, takeaway treats and mini shopping experiences,” Jacoby adds. “These toys tap into the joy of making something, experimenting and using everyday experiences as inspiration for imaginative play.”
A new dimension to discovery
“Technology-inspired toys are also finding their place on festive wish lists, particularly where digital experiences complement physical play,” she says. “The Abacus National Geographic virtual reality kits combine interactive books with a VR headset, allowing children to explore subjects such as extinct animals and world wonders through immersive experiences.”
“Children are naturally curious, and toys that allow them to explore, experiment and discover something new can make learning feel like an adventure,” adds Jacoby. “The most engaging experiences are often those that invite children to participate rather than simply watch.”
The classics still have Christmas magic
Despite the rise of novelty collectables and interactive technology, familiar favourites are set to remain an important part of festive gifting. “Barbie playsets, dinosaurs, remote-control vehicles, action toys, blasters and family board games continue to offer the imaginative, active and shared play experiences that have made them gift staples,” she notes.
“Trends come and go, but children still love creating stories, pretending, building, racing and playing together,” she says. “There’s no single definition of the perfect festive toy. It’s about finding something that sparks joy and keeps children engaged long after the wrapping paper has been cleared away.”
What’s more, Jacoby notes, is how movie franchises are maintaining their appeal this festive season, with familiar characters from Toy Story, Spider-Man and Star Wars continuing to inspire everything from action-packed adventures to imaginative role play. “Children love recreating scenes from their favourite films, but the real magic happens when they start inventing their own stories and adventures with those characters.”
Play is the greatest gift of all
With festive budgets under pressure for many South African households, Toys R Us is placing value, variety and choice at the heart of its Christmas campaign.
Running from 22 October 2026 to 3 January 2027, Geoffrey’s Toy Guide brings together 52 pages of festive deals, from affordable stocking fillers and collectables to creative activities, games, outdoor toys and bigger-ticket gifts.
Adding to the excitement, Toys R Us is giving South African shoppers the chance to win their Christmas wish list worth R20,000. To enter, shoppers can select five favourite items and complete a wish list entry online or through a participating Toys R Us store. Entries close on 11 December 2026, with competition terms and conditions applying.
“Christmas isn’t about how much you spend. It’s about the memories you make, the excitement of giving and the moments of connection that play creates,” concludes Jacoby. “Whether it’s a small surprise tucked into a stocking or a gift the whole family can enjoy, we believe play is the greatest gift of all.”
Explore the Top Toys selection and festive catalogue at www.toysrus.co.za.
