With the Toys R Us Top Toys 2025 list, playtime isn’t just about keeping kids busy — it’s about keeping them curious. Across South Africa, toys are no longer just distractions; they’re part of how kids explore tech, test ideas and connect with the world around them. This year’s line-up, unveiled alongside Geoffrey’s Toy Guide, captures that shift with 21 of the most wanted toys of the season — from drones and digital pets to nostalgic collectables and hands-on creative kits. Together, they reveal how tech, emotion and imagination are blending to redefine what play really means in 2025.
The rise of emotional tech
If the 2020s gave us the smart home, 2025 is giving us the smart playroom. From the Shadow X 720p Dual Camera Drone to the Bitzee Hamster Ball Interactive Digital Pet, the year’s tech-forward toys are built for exploration, not just entertainment. The Switch 2 Console and Headset Combo, meanwhile, turns gaming into something social again — a shared experience instead of a solitary one.
Catherine Jacoby, Marketing Manager at Toys R Us South Africa, says this reflects how families are rethinking technology. “Technology and play are merging in amazing ways. These toys encourage exploration, confidence and creative thinking — skills that go beyond playtime.”
It’s a global trend: the blending of design, technology and emotional connection in products for children. Where the last decade prized distraction, this one celebrates engagement — and that might be the biggest cultural shift in toys yet.
Collectibles, chaos and comfort
The world’s obsession with collectibles isn’t slowing down. The Fuggler Fart Face Series 1 and Mini Brands Fill the Fridge are part of a wave of toys that bring digital-style anticipation into real life. Each “blind box” unboxing recreates the same dopamine hit you’d get from a game reward — except this time, it’s tangible.
“Collectibles are where discovery meets delight,” says Jacoby. That moment of surprise is what keeps both kids and adults engaged long after the wrapping paper is gone.
What’s changed is who’s playing. Collecting used to be a kid thing; now it’s a shared ritual between generations. Parents and children are opening capsules side by side, swapping, laughing and rediscovering the joy of surprise together.
Formula 1 dreams and family nostalgia
Toys R Us has tapped into South Africa’s growing Formula 1 fascination with products like the Hot Wheels Racing F1 Sprint Race Circuit and the McLaren F1 Racing 12V Ride-On. These toys do more than mimic speed — they miniaturise the adrenaline of motorsport, letting kids imagine themselves in the driver’s seat.
Meanwhile, the comeback of classic role-play toys such as the Home Deluxe Wooden Play Kitchen and Play-Doh Barbie Designer Fashion Show speaks to a cultural craving for balance. After years of screen-heavy routines, families are rediscovering slower, more imaginative play. Jacoby calls it “the antidote to screen fatigue” — a reminder that creativity still matters more than pixels.
Family game time is back, too. The Monopoly Harry Potter edition and Gabby’s Dollhouse Movie Dollhouse headline this revival, turning living rooms into shared playgrounds once again. It’s nostalgia, but refreshed for the TikTok generation.
The culture of giving (and getting)
Beyond the products themselves, Toys R Us is positioning play as something bigger than consumption. The retailer’s R20 000 wishlist competition and its continued support for the Reach For A Dream Foundation tie generosity to the festive season in tangible ways. Customers can add R5 to any purchase to help grant wishes for children with life-threatening illnesses — a small gesture that adds up fast.
“The holidays are about giving and through small acts of kindness, we can help make a big difference,” Jacoby says. Last year, the campaign raised over half a million rand.
When so much of shopping feels impersonal, Toys R Us is leaning on what it knows best — the simple joy of play.
The future of play
The Toys R Us Top Toys 2025 list shows how far the concept of play has evolved. It’s not just about fun anymore; it’s about identity, curiosity and creativity. Whether it’s a drone that sparks a love of flight, a collectable that feeds a sense of discovery or a classic board game that brings everyone together, the toys topping wish lists this year reflect something deeper: the need to feel human in a hyper-digital world.
In short, 2025’s best toys don’t just move, light up or make noise — they remind us why we play in the first place.