Inside the $5 Billion Toy Craze: The Game That Lets Kids Control Parents

A toy that lets kids “control” their parents has topped the UK’s list of must-have Christmas gifts for 2025. The “Human Controller,” created by Tomy Toys, uses a digital pad and a vibrating helmet to send movement commands, turning playtime into a lighthearted power swap.

The game headlines a list of 15 top-selling toys expected to dominate the $5 billion British toy market this holiday season.

The lineup includes global favorites like Hot Wheels’ F1 Grand Prix Circuit, the Stitch Interactive Plush, and LEGO’s One Piece: Going Merry pirate ship. Analysts say nearly one-third of toy buyers are now adults, or “kidults,” fueling a trend of collectibles and nostalgia-driven purchases.

Christmas alone accounts for over $1 billion of toy sales in the UK, as families return to in-store shopping and children rediscover the magic of browsing toy aisles.