What's topping Christmas Lists for 2024?

It’s that time of year when parents are especially tuned into kids’ likes and dislikes. Maybe they’ve encouraged an Amazon wish list or been the captive audience for a 20-minute PowerPoint presentation platforming the definitive must haves! However it’s delivered, Christmas listing is in full-flow and although every kid is different, we thought we’d tap into our Trendspotters and highlight the three key things we can expect to see in kids’ Christmas stockings this year.

Something to cuddle and collect

Squishmallows were one of the big winners in our Coolest Brands of 2024 and they remain popular. Special releases, multiple price points and their super-soft ASMR-like squishiness means that they are still on kids wish lists. And they are joined this year by the super-trending Jellycat toys. Embracing cuteness and platformed on TikTok via the Jellycat Diner, these more premium collectible plushies are also top of wish lists and are appealing to a wide range of ages from 7-year-olds to teens.

“I’ve been searching to see when the new Squishmallows drop is, they had a few Halloween ones but there’s going to be more. I’m trying to finish my Nightmare Before Christmas collection, I already got an enormous Oogie Boogie.” - Rachel, 10

"I really want to get more Jellycats, they are so cute!" – Olivia, 11

Cool threads

Clothing brands featured heavily in our 2024 Coolest Brands and kids are also dropping them on their wish lists.   Nike is ever popular but other sports brands like Adidas, Under Armour, Puma and Fila are chasing their crown. This year girls in the UK are obsessed with White Fox tracksuits and UGGS are staging a Y2K comeback as part of the East Coast Aesthetic. Boys meanwhile are turning to sports kit or to overtly masculine brands such as Hoodrich.

“Do you know UGGs? They’re kind of expensive. I got the fake slipper ones and now I have the fake boot ones too which my mum found on a website. But I really want the real ones for Christmas.” – Lola

All bets are off with candy & confectionery

Candy and confectionery are often the most-mentioned category when it comes to Christmas. With rules relaxed, chocolate and candy have become a key part of Christmas traditions. Whilst Sour Patch Kids have virtually owned Halloween season in the US, there’s a range of brands making their way into Christmas stockings in the UK and US from Haribo to Maltesers, Hershey to Cadburys.

"Hershey’s make big chocolate bars but also Kisses which are small. The kisses are better than the bars because they come in different flavours. Around Christmas you can get Grinch ones so you can get green Kisses with Grinch wrappers." – Emma aged 9.

Trendspotters is Beano Brains qualitative collective of kids aged 7-12. To tap into Trendspotters Insights contact the Brain team.