Toys have been popular for hundreds of years, evolving alongside society and technology. What began as simple, classic playthings has developed into a global tech-driven industry. In recent years, toy trends have leaned heavily into nostalgia, customisation, sustainability and licensed collectables – proving that while toys may change, their emotional impact remains timeless.
The show celebrated the toys that have defined generations, exploring the biggest toy crazes of the past 200 years, from timeless classics to modern icons. It is available to watch now on catch-up. Some standout favourites that we’ve turned into costume characters over the years from their published list of 100 included:
- LEGO Brick (1958)
- Mr Monopoly (1935)
- Care Bears (1983)
- Teletubbies (1997)
- My Little Pony (1983)
- Teenage Mutant Ninja Turtles (1988)
- Hamleys Bear (1986)
- Furby (1970)
- Pokémon Cards (1999)
- LOL Surprise Doll (2016)
- Little Leap (1999)
- Thunderbirds (1993)
- Power Rangers (2016)
- Troll Dolls (2016)
- Mr Potato Head (1952)
Each toy represents more than just play; they capture moments in time, family traditions and shared cultural experiences.
Monopoly, for example, has been bringing out family rivalry for over a century. Originally inspired by The Landlord's Game in 1903, more than 275 million copies have been sold worldwide. Aiden Hammond shared how the game brings out the competitive side of both him and his family, proving its enduring appeal.
Another standout was Furby, one of the biggest toy crazes of the 1990s, with over 40 million sold worldwide. Now relaunched, it's riding the powerful market wave of nostalgia that continues to drive the toy market today.
Toy expert Peter Jenkinson highlighted just how significant nostalgia has become, pointing to the rise of ‘kidults’ – anyone aged 12+ buying toys. This group now accounts for £1 in every £3 spent in the toy industry, showing that toys are no longer just for children.
Of course, no toy discussion is complete without LEGO. Described in the Hamleys special as the undisputed toy of Christmas morning, LEGO remains consistently the most purchased toy of all time. The modern LEGO brick, introduced in 1958, has been at the heart of limitless creativity ever since. Encouraging imagination, problem solving and creative play, LEGO appeals equally to children, collectors and fans of major franchises. As Jonathon Ross perfectly summed it up: ‘It’s sort of like a perfect toy.’
Hamleys: Top 100 Toys of All Time was a joyful, nostalgic watch filled with magic and memories. As well as putting us firmly in the festive mood, it has made us especially excited for Toy Fair this January, where we’ll see iconic characters in the parade, discover new product launches and get a glimpse of the toys that could shape the next generation of play.
Because no matter how much technology advances, the magic of toys – and the imagination they inspire – will always endure.
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