Sales of collectable toys - such as the L.O.L. range - have risen by 30% in the year so far, compared with the same period of 2017.
They now account for three in 10 of toys sold, analysts say.
The sector is banking, in part, on their success after a difficult year following the collapse of Toys R Us.
The British toy market has dipped by 5% in the first nine months of the year, compared with the 2017 equivalent, according to sector analysts NPD.
Spending on Christmas toys totals £110 per child up to the age of 11, down from £121 a year ago.
"This year has been more challenging than any other in my 20 years of studying the industry," said NPD's global analyst, Frederique Tutt.