From Highland Cows to Peeing Puppies: Award Winning Toys Tipped to Trend in 2026

The UK toy industry has revealed the top 30 Hero Toys for 2026, showcasing some of the most inventive, playful and inspiring products launching this year. The awards were presented at a ceremony hosted by Gavin Inskip on 20 January at Olympia, London, highlighting toys selected by a panel of experienced independent retailers from hundreds of entries.

The Hero Toys represent a wide range of interests and age groups, covering construction sets, games and puzzles, collectibles, arts and crafts, soft toys, STEM toys and outdoor play. Among the highlights were LEGO Botanicals Tulip Bouquet, Just Play’s Emotional Support Pals Highland Cows, Ravensburger Vase 3D Puzzle, Butt Face boardgame, Scratch and Sniff fart book, and Pup-Pee Showdown. Licensed toys also feature prominently, with products connected to Star Wars, Disney and FIFA WORLD CUP 2026™ demonstrating the continued strength of entertainment-driven play. ZURU’s FIFA WORLD CUP 2026™ Ballers, Cryptic Killers’ Peaky Blinders Case File and Simba Smoby’s Disney YuYus were among the licensed toys recognised in this year’s selection.

The awards also reflect a focus on accessibility, with prices ranging from £1.99 for KTL’s Squeezy Sitting Highland Cow Stress Toy to £79 for the CONNETIX 48 Piece Pastel Portal Pack. More than a third of the Hero Toys are priced at £15 or under, and the overall average price is £27, ensuring there is a product to suit every budget and occasion.

Rebecca Deeming-Mitchell, Senior Communications and Events Manager at the British Toy & Hobby Association, said: “Toy Fair’s Hero Toys provide a valuable snapshot of the products retailers believe will perform strongly over the coming year. The 2026 selection highlights the industry’s commitment to innovation, value and play-led design. From pocket money treats to toys for big occasions, this year’s Hero Toys demonstrate the strength, creativity and resilience of the UK toy industry.”

Of the 30 Hero Toys, nine are already available in stores, with the remaining products expected to launch throughout 2026. The awards celebrate the creativity, accessibility and innovation driving the UK toy market and provide a clear picture of the toys that will capture the imagination of children and collectors alike this year.