A miniature record player, priced at £19.99, has emerged as a top contender for the 2026 Christmas toy season, securing a spot on the Toy Retailers Association’s prestigious DreamToys list.
The device plays 1.5-inch records, tapping into the broader vinyl revival and the intense consumer demand for collectible, pint-sized merchandise.
- The toy industry is experiencing its fastest growth in a decade, with sales jumping 13% to £2.6bn in the first nine months of 2026.
- Retailers are shifting focus toward “kidult” collectors and younger children alike, with a notable uptick in after-school foot traffic.
The Mini Brands record player, which includes an exclusive disc featuring Rosé and Bruno Mars’s track “APT,” represents a strategic intersection of music culture and toy manufacturing.
While the player itself is a novelty item—utilizing internal memory chips rather than traditional stylus-to-groove playback—it has captured the industry’s attention. The device is designed to satisfy the growing market for “blind bag” collectibles, with 45 different mini-records available in £8 mystery balls.
Industry analysts suggest that the appeal of these miniature items transcends simple play value. “Making something smaller makes it feel cuter,” Melissa Symonds, executive director of UK toys at market research company Circana, told The Guardian. She said that children are increasingly drawn to acting out the ritual of playing records, mirroring the habits of their parents who fueled the resurgence of full-sized vinyl.
The success of the Mini Brands line arrives at a critical juncture for the retail sector. The final three months of the year typically account for 45% of annual toy sales, and current data shows 257 million toys sold during the first nine months of 2026.
This activity is bolstered by the “squishies” craze, a sensory toy trend that Paul Reader, chair of the DreamToys selection panel at the Toy Retailers Association, described as the most significant phenomenon since the days of fidget spinners.
| Toy Item | Price |
|---|---|
| NeeDoh Swirl Niceberg | £13.99 |
| Mini Brands Really Works Vinyl Playset | £19.99 |
| Pokémon: 30th Celebration Elite Trainer Box | £49.99 |
| Hot Wheels City Ultimate T-Rex Garage | £129.99 |
The inclusion of the K-pop hit "APT" within a toy set shows how record labels and toy manufacturers now co-market to reach younger demographics. This synergy is further reflected in the presence of Pokémon’s 30th Anniversary merchandise on the DreamToys list, which continues to command high demand despite the shifting nature of the “kidult” consumer segment.
The final three months of the year will serve as a barometer for whether the current 13% growth rate in toy sales can be sustained. With the DreamToys list now public, retailers are bracing for the final push, as parents are advised to secure top-tier items like the Pokémon Elite Trainer Box well before the December deadline.
The industry’s reliance on these specific collectibles marks a departure from the previous reliance on high-cost electronics, pointing toward a festive season defined by small-scale, high-frequency purchases.
