The Future of Fun: Predictions for the Most Popular Toys in the UK in 2024


As we enter a new year, the world of toys continues to evolve, driven by innovation, technology, and the ever-changing preferences of young minds. The toy industry is gearing up for another exciting year in the United Kingdom, with several trends and predictions shaping the landscape.

With Toy Fair, London about to celebrate its 70th year when it opens its doors from January 23rd for three days, let’s explore what’s expected to be the most sought-after and in-demand toys in the UK during 2024, from cutting-edge tech toys to classics with a modern twist.

Tech Takes Centre Stage:
In 2024, technology is set to play a starring role in the world of toys, capturing the imagination of children and parents alike. Robotics, artificial intelligence, and augmented reality are expected to be at the forefront, providing immersive and interactive experiences. One notable product on the horizon is the “RoboBuddy” from Swift Stream, a programmable robot companion that can teach coding basics to children while entertaining them with its playful antics.

Sustainable and Eco-Friendly Toys:
As environmental consciousness grows, the demand for sustainable and eco-friendly toys will rise in 2024. Brands like CandyLab Green Toys and EcoKidsUSA are anticipated to gain popularity with their range of toys made from recycled materials, promoting eco-friendly play without compromising on quality or creativity. From building blocks to art supplies, parents will likely seek options that align with their commitment to a greener future.

Classic Toys with a Twist:
Nostalgia meets innovation as classic toys get a modern makeover in 2024. Established brands like LEGO anticipate introducing new sets that combine the timeless joy of building with cutting-edge features such as augmented reality integration. Additionally, retro-inspired toys like the revamped Tamagotchi from Bandai, now equipped with AI technology, are expected to make a comeback, appealing to children and adults who fondly remember the original digital pet craze.

Collectables Craze Continues:
Collectables have been a staple in the toy industry, and 2024 is poised to see the trend continue with fervour. Brands like Funko are renowned for their Pop! Vinyl figures are expected to release limited-edition collections tied to popular franchises, from blockbuster movies to hit video games. The allure of exclusivity and the thrill of hunting for rare items will drive collectors and enthusiasts to seek out these treasures.

For all ages, in recent years, there has been a significant surge in the popularity of sports collector cards; one such brand to take advantage of the trend is TOPPS with its varied portfolio of sports and entertainment collectables. Their range of products now includes stickers, albums, cards and binders, Print-on-Demand and even Digital Apps. Wow Me have been instrumental in successful design and design implementation across many projects for TOPPS, just take a look !

Educational and STEAM-Focused Toys:
Parents increasingly recognise the importance of educational play, and the toy industry is responding with a surge in Science, Technology, Engineering, Arts, and Mathematics (STEAM) toys. Brands like KidzLabs and WildScience are predicted to launch innovative new products that make learning fun, combining entertainment with educational value. Expect to see products that spark curiosity and creativity in areas like robotics, coding, and experimental science.

Industry Predictions:
Industry experts forecast a robust year for the toy market in the UK, with overall growth driven by economic recovery, increased consumer spending, and the ongoing emphasis on child development. E-commerce is expected to remain a dominant force, with online platforms providing parents a convenient and diverse shopping experience.

The rise of influencer marketing within the toy industry is anticipated to continue, with social media platforms as crucial battlegrounds for brand visibility. Toy companies will likely collaborate with popular influencers to create engaging content, unboxing videos, and reviews that resonate with their target audience, driving awareness and sales.

Experiential toy stores are predicted to gain traction in retail, offering immersive in-store experiences that go beyond traditional shopping. Interactive displays, play zones, and events featuring popular characters are expected to create memorable moments for children and parents alike.

As we embark on a new year, the toy industry in the UK is poised for innovation, sustainability, and creativity. The predicted trends reflect a dynamic and ever-evolving market, from high-tech companions to eco-conscious playthings. Whether you’re a parent looking for the perfect gift or a collector seeking the next rare find, 2024 promises a diverse and exciting array of toys that cater to the diverse interests and preferences of children and families across the United Kingdom.

Wow Me has created great stuff for many Toy brands, from engaging front-of-pack illustrations and imagery to detailed technical build instructions, incredible packaging material savings, and even secondary-use packaging. Take a look at just some of those great examples.

Exciting and action-packed


If you’d like to see more examples of our great work, please feel free to drop us a line to see how we can help you

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