From Blind Boxes to Barbie: The Toy Trends South Africans Are Obsessing Over This Festive Season

As December edges closer and festive budgets start taking shape, South Africans are once again turning to their phones to sort out their Christmas shopping and this year, the toy aisle looks very different.

New data from Checkers Sixty60’s customer searches offers a revealing snapshot of what’s landing on wish lists across the country in 2025. Spoiler alert: it’s not just the usual dolls and board games anymore.

Viral toys take centre stage

Leading the festive surge is Hug-a-Lumps, a global plush sensation that recorded a staggering 515% month-on-month spike in searches. Close behind are Moriah Elizabeth collectables, which saw nearly a 240% jump, followed by Unspeakable Mystery blind boxes and the ever-quirky Fuggler plush toys.

What ties many of these together is internet culture. YouTube fandoms, influencer-driven trends and the rise of “blind-box” toys where buyers only discover what they’ve bought after opening the packaging are clearly shaping how South Africans shop for gifts.

This trend also speaks to the growing “kidult” market: adults who happily collect toys for nostalgia, stress relief or the thrill of the unboxing experience.

Classics still hold their ground

Despite the explosion of viral collectables, traditional favourites aren’t going anywhere. Searches for Barbie, Hot Wheels, Scrabble and Cluedo remain strong, suggesting that many families are still balancing trend-driven buys with trusted classics that span generations.

For local shoppers, that mix feels familiar grandparents opting for board games, parents hunting for iconic brands, and kids chasing whatever they’ve seen online this week.

Convenience is driving the shift

According to Andy Ridge, General Manager of Digital Commerce at the Shoprite Group, more shoppers are choosing Sixty60 because it ticks three big boxes: speed, ease and competitive pricing.

To keep up, Checkers has boosted toy stock by 30% compared to last year. Hyper stores now carry up to 2,000 toy lines, including international brands, local favourites and expanded LEGO shop-in-shop ranges.

While search data doesn’t always translate directly into sales, it offers a powerful window into what South African families are discovering, considering and adding to their carts this festive season.

And if these trends are anything to go by, Christmas 2025 will be wrapped in mystery boxes, quirky plushies and just enough Barbie to keep tradition alive.

{Source: IOL}

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