2020 was a year unlike any other. As families spent more time at home due to global lockdowns, screen time increased, and outdoor play diminished, the demand for indoor entertainment soared. Among the many forms of household diversion, toys experienced a surprising resurgence—not just as children’s entertainment, but as vehicles of creativity, connection, and comfort. But with countless options on the market—from high-tech gadgets to classic board games—what toy stood tall above the rest?
In this comprehensive exploration, we uncover the story behind the most popular toy of 2020, examining its rise, impact, and why it captured the imaginations of kids and adults alike during one of the most challenging years in recent history.
The Toy Industry in 2020: A Climate of Change
The global toy market underwent dynamic shifts in 2020. Prior to the pandemic, trends pointed toward screen-based and digital play, with virtual reality kits, coding robots, and augmented reality board games gaining traction. However, the sudden closure of schools, cancellation of playdates, and reduction in social activities led parents and children to seek alternatives that were both engaging and screen-free.
Retailers reported a 12% increase in toy sales in key markets like the U.S. and Western Europe during the first half of 2020, according to the NPD Group. Traditional toy categories such as building sets, action figures, and craft kits saw elevated demand. Meanwhile, online toy shopping surged by over 30% compared to the previous year, with platforms like Amazon, Target, and Walmart becoming primary distribution channels.
Amidst this upheaval, one toy emerged as a cultural phenomenon—simple in design, endlessly creative in application, and universally accessible in appeal.
The Winner: LEGO Sets – Building Blocks of Global Joy
While 2020 saw a variety of bestsellers, from Barbie Dreamhouse Adventures to Funko Pop! figures and even retro revivals like Tamagotchis, LEGO consistently ranked as the most popular toy brand in terms of sales, cultural relevance, and customer loyalty. Specific sets—such as the LEGO Technic Lamborghini Sián FKP 37, the LEGO Disney Castle, and the LEGO Taj Mahal—garnered massive consumer interest.
Why LEGO Dominated 2020
What made LEGO the standout choice in such a chaotic year? Several key factors contributed to its success:
1. Timeless Appeal Across Generations
LEGO transcends age. While children ages 5–12 are the core demographic, adults—referred to as Adult Fans of LEGO (AFOLs)—represent a rapidly growing segment. These enthusiasts appreciate intricate builds, limited-edition collections, and the mindful, meditative quality of assembling thousands of tiny bricks into a masterpiece.
In 2020, AFOL communities thrived on social media platforms like Instagram, Reddit, and YouTube, where users shared their builds and even hosted virtual LEGO challenges. This intergenerational engagement boosted visibility and demand for sets aimed at older builders, including architecture-focused and collector editions.
2. Therapeutic and Educational Value
During periods of uncertainty and stress, experts identified activities like building LEGO as therapeutic. The focused motor skills and structured creativity required to assemble a set function similarly to mindfulness exercises. In fact, a study published in The Journal of Positive Psychology found that participants who engaged in structured creative tasks—including LEGO building—reported higher levels of happiness and lower stress scores after just 30 minutes.
Beyond emotional wellness, LEGO sets reinforced STEM learning. With kits like LEGO Education SPIKE Prime and LEGO Mindstorms, children practiced coding, engineering, and problem-solving skills at home—making them ideal tools for remote learning environments.
3. Pandemic-Driven Demand for Indoor Play
With playgrounds closed and playdates canceled, parents turned to toys that could offer hours of focused activity indoors. LEGO’s value proposition—a large set providing days or even weeks of engagement—suited this need perfectly. One set could be a shared family project, a solo creative pursuit, or a step-by-step challenge for siblings.
Additionally, LEGO’s durability meant that once purchased, sets could be disassembled and rebuilt, offering lasting replay value unlike disposable or single-use toys.
4. Strong E-Commerce and Supply Chain Performance
LEGO adapted swiftly to the digital marketplace. Their website experienced record traffic, with many families turning directly to LEGO.com for official sets and exclusive releases. Bundled promotions, such as holiday gift guides and “build-along” video series, kept customers engaged throughout the year.
Despite logistical challenges, LEGO maintained strong supply chain performance. This reliability ensured that popular 2020 sets remained in stock during critical shopping periods, unlike some competitors who faced backlogs and delays.
2020’s Best-Selling LEGO Sets: A Closer Look
While the LEGO brand as a whole dominated, several individual sets defined its popularity in 2020. Here’s a breakdown of the top performers:
1. LEGO Disney 43222 Mickey & Minnie Mouse Train
This set combined two powerful brands—LEGO and Disney—and targeted younger builders. With 471 pieces, it featured a locomotive, two passenger cars, and minifigures of Mickey and Minnie Mouse. Released in January 2020, it became one of the fastest-selling sets early in the year, especially during the holiday season.
The nostalgia factor—Mickey Mouse’s 92nd birthday was celebrated in 2020—added to its appeal, making it ideal for both kids and Disney-loving adults.
2. LEGO Technic Lamborghini Sián FKP 37
This 3,696-piece supercar replica was launched in August, targeting advanced builders and car enthusiasts. Key features included:
- Authentic V12 engine with moving pistons
- Steering mechanism connected to the front wheels
- Hybrid powertrain aesthetics mimicking the real-life model
- Included display stand and LEGO-exclusive ID tag
Priced at over $350, it was a premium product but sold out quickly in most regions, prompting secondary market resales at 2–3 times its original cost.
3. LEGO Star Wars The Razor Crest
Capitalizing on the popularity of “The Mandalorian” series on Disney+, this 618-piece set brought the show’s iconic ship into homes. Released in June, it featured:
- Minifigures of Din Djarin (The Mandalorian), Grogu (Baby Yoda), and IG-11
- Removable roof for cockpit access
- Hidden prison compartment and rotating blaster cannons
It remained in the top 5 best-selling LEGO sets throughout 2020, appealing to both young fans and adult collectors.
4. LEGO Ideas Treehouse (21318)
Released in July, the Treehouse set (3,065 pieces) embodied the spirit of 2020: imaginative outdoor fun, reinterpreted for indoor engagement. Inspired by a fan-submitted idea via the LEGO Ideas platform, it featured:
- Three levels with functional pulley lift
- A rowboat, ladder, and zipline
- Nature elements like trees, a pond, and animal figures
This set became a symbol of escape and adventure, offering both visual appeal and hours of construction time—a perfect antidote to pandemic fatigue.
How LEGO Outshone Competitors in 2020
While other toys also saw success, none matched LEGO’s broad influence, consistent demand, and sustained ecosystem of support. A comparison with other popular 2020 toys illustrates why:
| Toy | Target Age | Price Range | Unique Selling Point | Limitations |
|---|---|---|---|---|
| LEGO Sets (assorted) | 4–99 | $15–$500+ | Creative, reusable, educational, family-friendly | High price for large sets; small parts for young kids |
| Funko Pop! Figures | 8+ | $10–$20 | Pop culture collectibles; wide character range | Limited interactivity; fragile |
| LOL Surprise! DOLLZ | 5–10 | $10–$50 | Unboxing excitement; social media trend-driven | Short playtime; not reusable; criticized for waste |
| Hatchimals CollEGGtibles | 5–9 | $12–$20 per egg | “Hatching” novelty; collectible series | Single-use; repetitive; limited engagement |
As evident, while other toys offered novelty and short-term excitement, LEGO provided long-term value, interactivity, and educational benefits, making it the smarter, more sustainable choice for families.
Marketing and Cultural Moments That Boosted LEGO’s Popularity
LEGO’s dominance wasn’t accidental. Behind the scenes, strategic marketing and cultural integration drove awareness and sales:
Global LEGO Campaigns in 2020
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“Rebuild the World” Campaign: Originally launched in 2019, this ad series continued into 2020, highlighting imaginative builds from children—a castle made of croissants, a train made from sausages—emphasizing limitless creativity. The campaign resonated with parents who valued imaginative play during isolated times.
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Holiday Promotions: LEGO’s 2020 holiday lineup included exclusive sets like the LEGO Winter Village series and giveaways through their “Make & Share Holiday” program, encouraging family participation and user-generated content.
Partnerships and Collaborations
LEGO leveraged powerful partnerships to maintain relevance:
- Disney+ Tie-ins: Sets based on “The Mandalorian” and “Toy Story” capitalized on streaming content popularity.
- Nintendo Collaboration: The LEGO Super Mario sets, launched in 2019, continued strong sales into 2020, combining digital gameplay with physical construction. Kids could build levels and interact via an LCD-equipped Mario figure, fusing tactile creativity with video game elements.
- Sustainability Push: LEGO launched initiatives like plant-based plastic bricks made from sugarcane and promises to make all packaging recyclable by 2025—appealing to environmentally conscious consumers.
The Role of Social Media and Online Communities
No account of LEGO’s 2020 success is complete without acknowledging the power of digital culture.
YouTube and TikTok Influencers
LEGO unboxings, building timelapses, and challenge videos dominated children’s content on YouTube. Creators like JangBR and RCLifeOn garnered millions of views with detailed build reviews and storage tutorials. TikTok trends, such as #Legobuild and #Legochallenge, went viral, with users constructing sets in record time or creating mini-movies using LEGO figures.
LEGO’s Own Digital Platforms
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LEGO Builder App: This augmented reality app guided users through complex builds, offering interactive 3D instructions. Downloads increased by 45% in 2020, helping even young children complete large sets without frustration.
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LEGO Life App: A moderated social network for kids under 13, it allowed young builders to post creations safely—aligning with parental concerns about online safety.
Charitable and Emotional Initiatives
In 2020, LEGO also demonstrated social responsibility. They launched the “Build To Give” app, where users completed digital builds to trigger the donation of physical LEGO sets to children in need. This campaign not only boosted brand loyalty but also offered emotional uplift during difficult times.
Looking Beyond 2020: Why LEGO’s Stayed Relevant
While 2020 marked a high point for LEGO, its dominance wasn’t fleeting. The foundation built that year—strong digital engagement, emotional resonance, cross-generational appeal—set the stage for continued success.
By investing in sustainability, expanding inclusivity (e.g., diverse minifigures and gender-neutral marketing), and merging physical play with digital experiences, LEGO positioned itself not just as a toy company, but as a lifestyle brand for creators of all ages.
Conclusion: LEGO—The Definitive Most Popular Toy of 2020
So, what was the most popular toy of 2020? While several contenders emerged, LEGO stands as the unequivocal leader—not just in sales, but in cultural significance, emotional value, and lasting impact.
In a year defined by isolation and uncertainty, LEGO offered connection: a father and daughter building a castle together, a teen de-stressing after school by assembling a galaxy far, far away, or an adult reassembling childhood memories with a vintage set. It wasn’t merely a toy; it was a shared language of creativity and resilience.
From its best-selling sets to its seamless adaptation to digital commerce and social engagement, LEGO proved that even in the most turbulent times, the human need for play, imagination, and connection remains constant.
In 2020, the most popular toy wasn’t just the one bought most—it was the one that brought people together, piece by piece.
Key Takeaways:
- LEGO emerged as the most popular toy brand in 2020 due to its universal appeal, durability, and educational value.
- Top-selling sets included the LEGO Disney Mickey Train, LEGO Technic Lamborghini, LEGO Star Wars The Razor Crest, and the LEGO Ideas Treehouse.
- LEGO’s success was driven by strategic marketing, digital integration, and emotional resonance during a time of global crisis.
- Unlike short-lived toy fads, LEGO offered long-term engagement, making it a preferred choice for families, educators, and collectors alike.
As we reflect on 2020, one truth becomes clear: sometimes, the smallest bricks can build the strongest memories.
What was the most popular toy in 2020?
The most popular toy in 2020 was the L.O.L. Surprise! OMG Dolls, a high-fashion evolution of the original L.O.L. Surprise! line. These dolls featured intricate multi-layered unboxing experiences, with each doll hidden within a series of surprises such as accessories, outfits, and themed messages. Released under the brand World of Wonder, the OMG dolls stood out due to their larger size, poseable bodies, and collectible nature, fostering tremendous excitement among children and collectors alike.
Several factors contributed to the doll’s dominance in 2020. The global pandemic significantly increased time spent at home, driving demand for engaging indoor toys. The combination of mystery, fashion, and storytelling in the unboxing process made these dolls ideal for social media content, especially on platforms like YouTube and TikTok, where kids shared their unboxing experiences. Retailers consistently reported stock shortages during holiday seasons, underscoring the toy’s immense popularity and cultural impact.
Why did L.O.L. Surprise! OMG Dolls become so popular in 2020?
One major reason for the L.O.L. Surprise! OMG Dolls’ rise in popularity was their innovative design and unboxing experience. Each doll came with multiple layers of packaging that revealed progressively cooler elements—such as stickers, hidden messages, outfits, and accessories—culminating in the reveal of a stylish, poseable doll. This multi-step reveal created a sense of anticipation and satisfaction akin to solving a puzzle, which captivated children and encouraged repeat play and sharing online.
Additionally, marketing strategies heavily leveraged digital platforms and influencer partnerships, particularly with family-friendly content creators. The brand cultivated a vibrant online community where fans exchanged tips, traded dolls, and posted unboxing videos that routinely garnered millions of views. Even with lockdowns and school closures in 2020, this digital presence kept the toy line culturally relevant and widely desirable, turning it into a must-have item for holidays and birthdays.
How did the pandemic influence toy trends in 2020?
The global pandemic significantly altered toy-buying behaviors in 2020, as families sought ways to keep children entertained during extended periods at home. With schools closed and outdoor activities limited, parents increasingly turned to toys that offered extended play value and creative engagement. This shift led to spikes in demand for art kits, STEM-related toys, and collectibles like the L.O.L. Surprise! OMG Dolls, which combined storytelling with tactile play.
Moreover, the closure of physical retail spaces accelerated the growth of online shopping, allowing viral trends to quickly spread through social media. Toys that were visually impressive or tied to shareable experiences—such as unboxing videos—saw boosted sales. Companies adapted by enhancing their digital marketing strategies, and e-commerce platforms reported record toy sales during the 2020 holiday season, highlighting how the pandemic reshaped both consumer preferences and retail dynamics.
What age group was most drawn to the L.O.L. Surprise! OMG Dolls?
The primary demographic for L.O.L. Surprise! OMG Dolls was children aged 5 to 10, particularly girls who enjoy fashion, role-playing, and collecting. The dolls’ emphasis on style, accessories, and transformation resonated with early-elementary and middle-grade kids who value imaginative storytelling and personal expression. Their large, detailed packaging also appealed to younger children who enjoy discovery and sensory engagement through tactile layers.
However, the brand managed to extend its reach beyond this group by appealing to collectors and older fans. Some teens and even adults engaged with the dolls due to their intricate designs and scarcity of certain editions. The product line’s limited releases and special themes, such as “Dancing Queens” or “Winter Princesses,” further encouraged repeat purchases across different age groups, making it a crossover phenomenon in the toy market.
How did social media contribute to the success of the most popular toy in 2020?
Social media played a pivotal role in the viral success of L.O.L. Surprise! OMG Dolls in 2020, serving as the primary channel for unboxing videos, fan communities, and challenge trends. Platforms like YouTube, TikTok, and Instagram enabled children and influencers to share their experiences in real time, creating organic content that reached millions. These videos often featured dramatic reveals and creative storytelling, which heightened excitement and influenced peers to purchase the dolls.
Furthermore, the brand actively collaborated with digital content creators and ran social media campaigns that encouraged user participation. Hashtags like #LOLSurprise and #UnboxingOMG trended regularly, especially during product launches. This engagement loop—where kids watched videos, wanted the toys, then created their own content—generated sustained momentum throughout the year. In an era when in-person interactions were limited, social media became the playground where toy trends were born and amplified.
Were there any competitors to the L.O.L. Surprise! OMG Dolls in 2020?
Yes, several toy lines competed with L.O.L. Surprise! OMG Dolls for market attention in 2020. Notably, Barbie’s Fashionistas line by Mattel and the Disney Frozen 2 merchandise maintained strong sales due to brand familiarity and inclusive designs. Additionally, toy companies introduced mystery boxes and unboxing formats, such as Shopkins Real Littles and Pokemon TCG mystery packs, attempting to replicate the surprise-driven success of the L.O.L. franchise.
However, despite strong competition, L.O.L. Surprise! distinguished itself with its extensive storytelling, layered reveals, and constant innovation. Other brands struggled to match its level of detail and emotional engagement per unboxing experience. Retail data from NPD Group showed that the L.O.L. franchise consistently ranked at the top of doll category sales, while competitors often occupied secondary positions. Ultimately, the combination of novelty, collectibility, and digital footprint allowed L.O.L. to outperform its rivals in 2020.
How can consumers still find L.O.L. Surprise! OMG Dolls today?
Although the peak popularity of L.O.L. Surprise! OMG Dolls was in 2020, many of these toys are still available through various channels. Major retailers like Walmart, Target, and Amazon continue to carry core editions and seasonal releases, particularly around holidays and back-to-school periods. Additionally, the brand regularly updates its product line, so while specific 2020 variants may be discontinued, new OMG styles are often introduced to maintain interest.
For collectors seeking rare or retired versions, secondary marketplaces such as eBay, Mercari, and Facebook Marketplace are effective options. Prices for limited editions or complete sets can be significantly higher due to scarcity and demand. It’s advisable for buyers to verify seller ratings and authenticity, especially for high-value items. Meanwhile, official brand websites frequently offer exclusive packs and promotions, providing another reliable source for both new and long-time fans of the OMG Dolls line.