ZURU Toys soar in South Africa’s festive season top toy lists

This festive season, ZURU Toys has taken centre stage, featuring prominently on the Top Toy lists of South Africa’s retail giants, Makro, Game, and Toys R Us.

With five standout products making the cut, the company is poised to captivate families across the nation, aligning with contemporary trends that favour collectibles, outdoor play, and imaginative engagement.

The list includes some of ZURU’s most beloved creations: the highly acclaimed XSHOT Pro Series Fury Blaster (Makro), the entertaining Pets Alive Mama Turtle Surprise Playset, the Mini Brands Fill the Fridge Playset & Assorted Collectibles, and the whimsical Fuggler Fart Face Series 1 (Toys R Us). Each of these toys reflects a growing consumer preference for products that promote interaction and active play.

“Being recognised by both Makro and Toys R Us this year is an incredible endorsement of how South African families are responding to ZURU’s mix of innovation, value, and playability,” said Glenn Ambrose, Country Manager at ZURU South Africa.

The emphasis on connection and interaction, be it through dynamic outdoor activities with the XSHOT series or the humour found in a Fuggler collectible, is crucial to ZURU's appeal this year.

Shifts in Play TrendsAccording to Ambrose, this year’s toy trends highlight a resurgence in social and screen-free play. Parents are increasingly favouring toys that inspire movement, stimulate creativity, and encourage shared experiences among family members.

“Families are choosing toys that get everyone involved and that’s where ZURU continues to shine. The popularity of the XSHOT range, for example, shows how active play is reclaiming its place in homes across the country.”

The XSHOT Pro Series Fury Blaster has emerged as a star attraction at both the Makro Top Toys event and Game’s festive showcase.

Ambrose added, “The XSHOT Pro range delivers competitive-level performance at an accessible price. That mix of power, precision, and affordability is what’s driving demand, not just among kids, but among parents and adults.”

Collectibles on the RiseToys R Us’ Top Toys reveal for 2025 has also placed a spotlight on ZURU’s popular Mama Turtle Surprise, Mini Brands Fill the Fridge, and Fuggler Fart Face.

The trend reflects a wider global fascination with ‘ugly-cute’ collectibles and miniature items that evoke nostalgia, elements that are flourishing across social media platforms. “Mini Brands and Fugglers show how toys have evolved to span generations; they’re just as loved by adults as they are by kids,” Ambrose said.

With the global momentum behind Mini Brands continuing unabated, just days after the announcement of South Africa’s festive lists, the Mini Brands “Fill the Fridge” playset was celebrated as one of the Top 15 toys of 2025 on the UK’s esteemed DreamToys list.

This recognition reflects the product's universal appeal for collecting, organising, and creating imaginative mini-worlds.

“Being featured on a list as competitive as DreamToys is a massive achievement for the team. It underscores how Mini Brands taps into a universal love of collecting, organising, and imaginative mini-world play. That joy translates everywhere,” Ambrose said.

ZURU’s Rising StarIn recent years, ZURU has rapidly established itself as one of the fastest-growing toy brands in South Africa, with local sales growth well above global averages.

“The demand we’re seeing for ZURU’s products, from blasters to collectibles, reflects how South Africans are embracing quality, affordability, and fun in equal measure,” Ambrose further said.

“We’re thrilled to see our toys becoming part of so many family traditions.”

With a diverse array of products that cater to the cravings for outdoor excitement and creative collectibles, ZURU’s impressive showing across Makro, Game, and Toys R Us solidifies its position as a global toy powerhouse—and a cherished presence under South African trees this festive season.

BUSINESS REPORT