There’s no rush to crown ten toys as the season’s kings just yet, warns a major European retailer. In Spain, the mood is playful and historical all at once, with the idea that the season belongs as much to the Wise Men as to Father Christmas or the Catalan traditions like Caga Tio. In other words, what the data shows today can shift in two or three weeks, especially before a brand-new wave of merchandise hits the market. The core message of any Christmas campaign remains the same: once street lights glow and homes glow with decorations, children begin to dream and to ask. Like Black Friday and Christmas in general, big retailers use early signals to anticipate demand across regions, including Catalonia, and to shape what they highlight in their own holiday wish lists. Retailers such as Amazon and Toys R Us have already released what they call their own “Hot List” of toys for this Christmas season.
There is some debate among retailers about which three lists truly capture this year’s top picks. Yet the underlying drama stays the same: modern product versions continue to dominate, Barbie endures as a force, and pet-themed offerings continue to push hard in the market.
Nancy Aitana
By late September, a well-known toy brand announced the Nancy doll, inspired by Aitana, a popular Spanish singer at the time. The response was extraordinary, with shortages across many outlets and even a thriving resale scene on popular marketplaces. In Catalonia, the Nancy doll rapidly became the most requested item in stores, with expectations of additional shipments in the coming weeks. The approximate price point hovered around 40 euros.
Gabby’s Dollhouse
Stock challenges surfaced here too, driven by elevated demand at major retailers. The release tied to Gabby’s Dollhouse has sparked a Lego rendition as well. “Inspired by the beloved animated series, the product line offers children a colorful, imaginative home filled with activities,” according to the toy retailer. The indicative price is about 73 euros.
PlayStation 5
Unlike some past years when limited availability pushed consoles into tight competition, this cycle has seen PlayStation 5 price and availability stabilizing a bit differently. In some markets, it has edged ahead of Nintendo’s offerings in terms of demand. The approximate selling price remains around 550 euros.
Furby
The playful, interactive creature that debuted around the turn of the millennium is enjoying a resurgence as one of the top three toy chains notes. A Toys R Us marketing executive described the surge as a rapid, wave-like demand. Furby also appears among the top picks on Amazon, based in part on search activity, user ratings, and overall interest. The approximate selling price is about 65 euros.
Bitzee
Further evidence that the pet-universe continues to captivate this year comes from Bitzee, a digital interactive pet reminiscent of a Tamagotchi. The Canadian company Spin Master is behind the product, marketed as the first virtual pet you can truly touch and feel. It’s presented as a puppy you can feed, play with, and even rock to sleep, emphasizing affection as a key buying driver. The approximate price is around 40 euros.
Dog Patrol
Series-based themes remain a steady favorite. The lineup linked to Paw Patrol, a group of six puppies, has built significant long-running demand. Based on data through mid-December, these characters continue to perform strongly in major markets and contribute to the overall holiday momentum.
Famosa Magic Oven
This device sparked a notable trend by letting children create a stuffed animal from plasticine in seconds. The Magic Oven gained extra visibility through short-form video platforms, amplifying its appeal. The approximate selling price is about 55 euros.
Hot Wheels
Hot Wheels shows up in multiple top-ten lists. The brand’s track sets and garages appear in two of the three rankings, with configurations ranging from a dragon-themed track to a T-Rex challenge. Prices start around 40 euros, with larger track sets exceeding 120 euros depending on features and scale.
Monster High
Monster High has made a notable comeback after a period of shifting brand rankings. Although the broader brand ranking has fluctuated, the revival is visible in retailers as the Skulltimate Secrets line attracts attention. The approximate price for these dolls sits near 36 euros.
Barbie
The Barbie phenomenon remains a major driver of toy sales this year, and the franchise is seen as a universal license that spans many categories. Market watchers note that Barbie-related items are widely viewed as strong contenders for Christmas success. For example, the Light-up Barbie Dreamtopia Ballerina has a selling price near 27 euros, and retailers like Amazon are highlighting Barbie as a leading winner of the season.