Barbie is set to be among the most in-demand toys this Christmas, with nostalgic “kidults” driving sales, says Hamleys.
The world’s oldest toy store said it had seen a boost in sales of Barbie toys following the record-breaking movie released earlier this year, which had “reignited the love of the brand”.
The Barbie Pop Reveal doll, offering an “unboxing experience” that reveals one of four scents for £27, is set to be one of the top sellers this festive season.
Victoria Kay, the head of buying at Hamleys, said: “We have seen a definite boost as a result of the movie release, which has reignited the love of the brand, but Barbie is an iconic and timeless toy, and a brand that remains much loved by children and families alike”.
Hamleys has also seen a continuing trend of kidult toys that appeal to the “older generation” who are looking for “nostalgic toys that have played a part in their Christmas’ past”, it said.
Its top picks for kidult enthusiasts include a £40 Ralleyz Soft Dart Blaster – similar to a Nerf gun – and a £150 Tamiya Lunch Box, a radio-controlled monster truck first released in 1987.
Closely beating Barbie dolls to take first place in the list are LOL Magic Flyers, a new take on the ever-popular modern LOL doll, for £35.
Harry Potter Hamley Bears, a Disney Winnie and Piglet’s Treehouse, and a new digital Twister game that can be played using an app also feature on the top sellers list.
Hamleys wooden bus also makes the list for the more traditional gift-givers, and is described by the store as a “keepsake for years to come”.
“We’ve closely observed the trends shaping the toy industry, including toys inspired by beloved on-screen characters and the continued kidult trend,” added Ms Kay.
“We’re confident that our choices embody the very essence of Christmas and offer everyone the opportunity to discover their new favourite toy.”
Hamleys said it was conscious of cost pressures facing families this year, with a line-up that started at £18.
“Given the ongoing challenges, we recognise the importance of providing parents with a range of pricing options, allowing them the flexibility to plan and purchase thoughtfully,” said Ms Kay.