The Rise of Collectable and ‘Kidult’ Toys at Harrods in 2025

Words by Emilie Dock

Who could have predicted, pre-spring 2024, that accessorising your Bottega Veneta with a Labubu could one day increase your social currency? The snaggle-toothed charm – like so many toys and games – has gone from niche to mainstream in under a year. Interest in our Toys department on the Fourth Floor has more than doubled, driven largely by teenagers and Gen Z. From Pop Mart’s blind-box wonders to Jellycat plushies, Barbie dolls, Lego sets and beyond, we explore the collectable toy boom at Harrods – from the latest obsessions to the legacy brands that continue to capture imaginations. 

Labubu dolls – fuzzy, elvish creatures with impish ears and mischievous grins – first appeared in artist Kasing Lung’s Monsters picture books in 2015, inspired by Nordic folklore. But what started on the page became a pop-culture phenomenon in 2024, when the likes of Rihanna, Dua Lipa and BlackPink’s Lisa were spotted styling the characters as playful luxury bag charms. 

Watching Labubu’s meteoric rise, Harrods Toy Buying Manager Alexandra Holder knew she had to bring Pop Mart – the Chinese toy brand that partnered with Lung to bring the figurines to life – to Harrods. “There were hundreds in the queues when we launched Pop Mart in November 2024, mostly Gen-Z and teenagers, and very well heeled. I’ve never seen so many Birkins and Fendi Baguettes,” she says. 

Since then, Harrods has stocked most of the Pop Mart catalogue, from early hits like Exciting Macaron and Have a Seat to the brighter Big Into Energy series, with new deliveries landing twice a week. In March, the brand moved into a larger space, marked by an exclusive signing with artist Lung.  

As an official Pop Mart retailer in the UK, Harrods now runs a Friday-to-Sunday ballot system for The Monsters collection – a reflection of the fierce demand. Winners are notified the following Monday and given the rest of the week to collect in-store. The fact that each Labubu come in a blind box only adds to the thrill, with many hoping to open the coveted ‘secret edition’, found in just one in 72 boxes.  

And it’s not just Labubu. On the Fourth Floor, you’ll also find other favourites including Skullpanda, Crybaby and Hirono.  

Available in-store only on the Fourth Floor 

It’s impossible not to smile while exploring the Jellycat boutique at Harrods. Cheerful little faces peek out not just from classic plush animals, but from burratas, tomatoes – even pistachios (new from the Autumn/Winter 2025 collection). 

Founded in London in 1999, Jellycat has had a long-standing presence at Harrods, but its butter-soft toys have soared to cult status in recent years. Once dominated by favourites like Bashful Bunny, Bartholomew Bear and Betty Corgi, the bestseller list now makes room for the Amuseables food range – not to mention Jellycat’s ever-growing selection of bag charms. 

“People love the fun, playful food plushies in cute colourways,” says Holder. “Each one has its own character, with likes and dislikes, and I think that’s what really captures people’s imagination.” 

None more so than Cheryl Cake – a Harrods exclusive presented in a special gift box – which saw queues snake around the store when she first launched in November 2024. “The appetite for rare, hard-to-find plushies is insatiable,” adds Holder. 

As Holder puts it, “Steiff is the original heirloom.” Whether it’s a 150cm-tall giraffe to decorate a nursery or a classic teddy bear to welcome a newborn, a Steiff soft toy has long been considered collectable. Harrods has stocked the brand since 1895, making it one of the longest-standing members of our Toys department’s history.

Easily recognised by its signature ear button and tag, a well-preserved vintage Steiff can be a collector’s dream – think the 1912 Titanic bear or the Louis Vuitton collaboration of 2000. 

More recently, Steiff has found a new audience among the ‘kidult’ generation, embracing playful collaborations like the Peanuts collection. Even so, it’s the Jimmy Teddy Bear winning the most hearts at present – closely followed by the 2025 Cosy Year Bear and the ever-popular My First Steiff range. At Harrods, interest is especially high in the large Studio pieces, as well as the Royal Family line.

Barbie: The Movie turned the world hot pink when it hit cinemas in summer 2023. Gigi Hadid, Sabrina Carpenter and the Princess of Wales wore fuchsia for the occasion. The Google homepage turned pink. The word ‘Barbiemania’ entered the lexicon. But the moment marked just one chapter in the legacy of a doll first unveiled by Mattel at the 1959 Toy Fair in New York. 

Since then, Barbie has fallen in and out of favour, becoming a lightning rod for feminist critique in the ’60s and ’70s, her impossible proportions drawing ire even as she held an impressive résumé. Astronaut, nurse, marine biologist, fashion designer; Barbie has taken on over 250 careers to date. 

Diversity has been a more recent evolution. The first Black Barbie arrived in 1980; the first Barbie in a wheelchair – named Becky – followed in 1997. Petite, tall and curvy body types were introduced in 2016, and there are now 35 skin tones in the Barbie range, all designed to better reflect the world children live in – and see themselves in.  

“She’s an icon,” says Holder, who has always felt sentimental about the doll. “She’s the subject of the biggest grossing movie of all time. She’s been on the cover of Time and Vogue. She’s probably the only person in the world who has been all those things.”  

At Harrods, the most popular dolls tend to be female icons and role models – Claudia Schiffer, Mariah Carey and Kylie Minogue among them. “We’re all excited to see who’s coming next,” says Holder. Watch this space.

Are you an AFOL (adult fan of Lego)? You’d be far from alone. The Lego community for grown-ups is thriving, with a dedicated YouTube channel boasting over 100,000 subscribers sharing intricate builds and tips. Take the Lego World Map – the largest set ever released – featuring over 11,000 pieces, clearly designed for patient adults. 

Since launching the universally recognised bricks in the 1950s, the Danish toymaker has expanded to over 800 sets, catering to all ages and interests. Today, building Lego is as ubiquitous a leisure activity as doing puzzles or colouring, offering a creative and meditative escape – something many rediscovered during lockdown. 

“The best-sellers at Harrods are anything to do with London architecture,” says Holder. “And the Formula 1 sets – which tells us that it is an older person shopping Lego.” 

It’s these big partnerships – with carmakers, Harry Potter and Star Wars – that have proved most successful, alongside the botanical range. Can’t keep a houseplant alive? Build a Lego bonsai tree instead.

Chic isn’t a word often used for teddy bears, but it fits Dolop, which launched exclusively at Harrods this summer. Modern in silhouette and entirely hand-crafted in Europe from 100% certified organic brushed cotton, each bear has a soft, beautifully tactile finish. The collection comes in four colourways – cream, warm grey, neon and violet – with neon accents, and is presented, not unlike a pair of luxury loafers, in its own thoughtfully designed dust bag.

The premium, fashion-forward credentials come as no surprise when you learn that Dolop was founded by luxury brand consultant Ali Bradshaw, whose clients include The Row, Dover Street Market and JW Anderson.

Dolop can also be dressed in a miniature grey-marl French terry sweatshirt, with the option of personalised embroidery.

“Dolop is aiming to be a modern heirloom you’ll pass down,” says Holder. “It makes a great baby shower gift or nursery decorative piece. And for teenagers, it would look amazing on their Japandi bedscape.”

Violet is the preferred colourway so far. Could Dolop be the next collectable bear?

It’d be impossible to talk about collectable toys without mention of the Harrods bear. First appearing in 1906, he has taken many cuddly forms, donning handsome outfits and distinguished hats and bows.

Released every year since 1986, the Christmas bears are named after a Harrodian figure, department or event. First there was Snowy, wrapped up in a red patterned hat and scarf, and for 2025 we have Alfie, dressed in a cable-knit jumper with matching bobble hat and scarf. As with all Harrods Christmas Bears, his paws are finished with gold embroidery to mark the year of his release. Find out more about the history of Harrods bears here.