It’s only September, but at London’s Business Design Centre snow is falling, elves are greeting visitors, and the latest products are being presented as the gifts to watch this Christmas.

The Big Christmas Wishlist announces winners across categories from toys and lifestyle gadgets to homeware and food.

The selection reflects how shopping trends are shifting, with consumers looking for both playful nostalgia and gifts that last.

Courtney Rogers, Founder of CIJ Group, which organises the event, says: "We've seen some really strong themes come through, so for example the 'Kidult' category is a very very popular trend especially around lots of the movies coming out and nostalgia so think Harry Potter, think Elf, they're driving a lot of those trends and purchases and licenced products this year. We're also seeing a lot about how to make our lives more efficient, so the kind of smart home technology, on the go travel gadgets, things like lifestyle products that can really help enhance our lives."

At Lego’s stand, a giant brick-built Santa and Christmas tree frame the display, but the focus is on licensed sets tied to global franchises such as Fortnite and Minecraft.

These crossovers form part of an emerging trend in which Lego is using gaming culture to appeal to adults as well as children.

For many collectors, the licensed products are as much display pieces as toys, reinforcing the growing “kidult” market.

Across the hall, Mattel is also tapping into nostalgia and global sport.

Its Barbie Dream Camper is marketed for family play, while Hot Wheels now partners with Formula One.

Scarlett Fenton, UK PR Manager at Mattel, explains: "We have a new Barbie camper. This has expanded play value. You can even toast marshmallows on a little fire pit. And then we have the Hot Wheels F1 set. Obviously, F1 is blowing up. So, we're really excited to be partnering with them. We have track sets. We've also got diecast, which are hyper realistic."

The company is also clear that its audience now extends far beyond children.

Fenton adds: "One of the biggest trends that the toy industry is seeing this year is the rise of 'kidults'. This is anyone over the age of 12 that is buying toys to play with. So, our consumer now goes up to 100 years old. We have lots of toys that we bring to service that particular consumer through our D2C (direct to consumer) platform, Mattel Creations, which is where design and innovation and culture intersect."

Playmobil’s new Sky Trails system is a “kidult” game designed to let players build elevated tracks and send figures gliding through loops, ramps and lifts. With more than a hundred interchangeable parts, it’s marketed to children but also appeals to adults who enjoy constructing large, modular sets.

Sylvanian Families is marking an anniversary for its chocolate rabbit characters with a new fairy castle.

The long-running franchise continues to attract families across generations, with parents often buying into it as much for nostalgia as for their children.

Cookware and homeware are also a major feature of this year’s Wishlist.

At the HexClad stand, chef Chris Baber cooks an omelette and a quesadilla, demonstrating a pan that combines stainless steel with a non-stick coating designed to prevent food from catching.

Baber says: "Christmas for me anyway, all about food, it brings people together. So, whether you're gifting the foodie in your life or you're even gifting yourself to get that Christmas dinner ready, it really is a great seasonal product."

At Morphy Richards, kettles, toasters and casserole dishes underline how homeware is being positioned as meaningful Christmas gifting.

The company’s multifunctional food cooker was among this year’s winners, pointing to a consumer shift toward products designed to last beyond the festive season.

Courtney Rogers, founder of CIJ Group, says: "People want to invest in items that are going to last and that are really meaningful. I think we've seen a huge trend over the last few years of moving away from the kind of novelty products very much into the gifts and the products that are going to last and make a difference. I think that's why there's such a strong presence of homeware retailers at the show because obviously homeware is kind of people investing in their home, they entertain at Christmas, and they want their home to be a place that they are really proud of."

Interactive play remains a popular theme this year.

The Toniebox mixes storytelling with audio technology, PlayMonster’s Marshmallow Madness turns sweets into a coordination game, and Tomy’s Human Controller uses an app and headset to direct another player’s movements.

But behind the festive displays, global trade turbulence is casting a shadow over this Christmas market.

Since February 2025, the United States has imposed new tariffs under President Trump, targeting imports from China and extending duties to a range of countries worldwide.

The measures include blanket increases on consumer goods and the removal of low-value import exemptions.

For retailers, the changes are already affecting supply chains that run through Asia, Europe and the US.

Many of the toys and homeware products on display are designed in one region but manufactured in another, meaning tariffs can quickly feed through to shipping costs and consumer prices.

Companies say they are delaying decisions on pricing until the longer-term impact becomes clearer.

Rogers says: "I think when it comes to tariffs, it's obviously a very tricky situation for retailers across all industries at the moment. I think a lot of the brands who are here today have been on hold since February since they were announced and I think it's kind of in a bit of a waiting game. I think a lot of impacts we're not going to necessarily see until 2026. So, I think there's a lot pausing on activity to try and see how things pan out, but I certainly think from having spoken to lots of the brans here today that price rises will be on the horizon for 2026."

As Santa arranges parcels next to a large tree, the gifts inside could look a little different this Christmas, shaped by changing consumer habits, supply chain pressures and global trade disputes.

AP video and production by Mustakim Hasnath.