From LEGO to Jellycat, These are the Most In-Demand Toys of 2024
If you’re stumped about what to buy for the kids this Christmas, don’t worry—we’ve done all the legwork, so you can skip straight to feeling like you’ve nailed it this year!
Combining insights on the best-selling toys with search trends from Google, YouTube and TikTok, we’ve unwrapped the ultimate clues to this year’s most coveted playthings and Christmas gifts for kids.
Playtime powerhouses – toy brands that top the list
Older children are online nearly as much as we are, so social media data was analysed as we worked with JD Williams, to find out exactly which toys and brands will capture hearts and drive excitement.
With a massive combined search volume of 2,400,000 across YouTube, TikTok, and Google, LEGO remains the most versatile and in-demand choice for children…and the collectors in your life.
Jellycat’s soft and cuddly plush toys take second place, with a combined search volume of 1,611,000. The brand is particularly popular on YouTube, where characters like DJ Skeleton Bob and Sister Broccoli, along with the rest of the Jellycat family, entertain through song.
Squishmallows come in third with 639,000 combined searches. These squishy, collectable plush toys have become popular across all age groups, with fans sharing their collections on social media.
Top 10 most in-demand toys for Christmas morning
When it comes to the ultimate list of toys dominating wish lists this season, LEGO wins brick by brick. Seven of the ten most coveted toys are from LEGO. This includes licenced StarWars, Fortnite, and Harry Potter sets, complex and challenging Technic builds, and the non-traditional, display-worthy flower sets.
Ranking fifth, Monopoly proves that classic board and family games can still be successful even as toy trends change. Jellycat cats and bunnies boast collectible appeal and massive social media credibility.
| Ranking | Toy | Searches |
| 1 | LEGO StarWars | 284,600 |
| 2 | LEGO Flowers | 180,300 |
| 3 | LEGO Technic | 143,200 |
| 4 | LEGO Fortnite | 116,700 |
| 5 | Monopoly | 110,000 |
| 6 | LEGO Harry Potter | 95,900 |
| 7 | LEGO Ninjago | 78,100 |
| 8 | Jellycat cat | 49,500 |
| 9 | Jellycat bunny | 47,600 |
| 10 | LEGO car | 40,500 |
David Stonehouse, Category Manager for Toys & Gaming at JD Williams says:
“Trending toys are sure winners but if you’re looking for something a bit different, consider arts and crafts, outdoor toys or games and puzzles. Some of the most sold-out toys at JD Wiliams include our Electronic Bingo, Glitter tattoos and the Card making kits.
Choosing something other than what’s on the trend list also avoids accidentally getting the same present twice, reducing disappointment and the hassle of a return.”