From Labubus to Beanie Babies, the second-hand toy market is booming - and Brits could be sitting on a treasure chest worth thousands of pounds, according to antiques expert Dan Hatfield.
The Money-Making expert, who regularly appears on daytime TV to give his expert insights, estimates there’s roughly £3,000 worth of unused items scattered around the average person’s home – approximately £300 of which is in toys.
He has revealed exactly what eagle-eyed sellers and buyers need to look out for to make the most of their unwanted toys and said: "We’ve seen a monumental resurgence in demand for plush toys.
“As a society, we’re all about nostalgia, and these items really ignite that warm, fuzzy feeling associated with it.
“Being transported back to your childhood can equate to big money. Think 90s Beanie Babies and early TY releases. Jellycat originals that are rare or retired can often fetch several thousand pounds.
“Original Care Bears also regularly reach the several hundred mark. Condition and provenance are key and original tags can easily double a toy’s value. Limited edition or store-exclusive plush toys, particularly those released in small numbers, are climbing fastest in value."
Dan’s tips on what to look out for mark the release of Compare the Market’s new Sergei cricket toy, as part of their principal sponsorship of The Hundred.
There are 1,000 of these toys available via an exclusive prize draw on Compare the Market’s app [https://www.comparethemarket.com/meerkatapp/].
Limited runs, retired lines or viral TikTok trends can all have huge sway in determining whether your £10 toy could turn into £200 overnight, according to Dan.
He said: "In the resale world, plush toys might look soft but the market behind them can be razor sharp. It’s not just about what’s cute. It’s about scarcity, nostalgia and timing.
“The smart reseller isn’t just chasing trends; they’re reading the psychology of collectors and striking when the demand’s hot but the supply’s cooling.”
With new toys such as Labubu entering the market, Dan suggests brands with evergreen franchises like Pokémon, Disney or Star Wars are the safest bets.
He added: “Labubu is an exciting new player, but whether it stands the test of time will depend on how the brand evolves and what it offers in the coming years.”
The best way to spot if your toys are hot or not is through monitoring social media, online forums and community chatter.
He said: “If you see fans talking about long waiting lists, early sell-outs, or aftermarket price spikes, that’s a strong sign to buy in before the boom. The key is keeping your ear to the ground. You want to be a trendsetter, not a trend follower.
“Our homes can be an absolute treasure chest when it comes to the toys we’ve held onto. It’s estimated that Brits have more than £3,000 worth of unused or forgotten items in their homes and a significant amount of that is toy-related.”
It comes as research of 2,000 adults found over three-quarters of Brits (76 per cent) have toys at home - with the average having 16 in their property.
Cuddly toys (72 per cent), building sets (59 per cent) and cards (49 per cent) are the top toys people have inside their four walls.
In fact, almost a third (32 per cent) have sold a toy second-hand - with the average punter raking in £125.92 on their old items.
And that’s not all, as the most profitable second-hand item sold has earned people a cool £395.71.
Dan said: “Compare the Market is one of Britain’s best-loved brands. The meerkats have become part of our cultural fabric, with adverts adored across the country. When a brand connects that deeply, its merchandise often becomes collectible.
“Just look at the Tetley Tea Folk or the PG Tips monkeys, which now sell for far more than they originally cost.
“This new meerkat plush is especially exciting because it celebrates Compare the Market’s sponsorship of The Hundred and their exclusive giveaway of 1,000 toys on their app. Limited-edition toys tied to major cultural, or sporting events often gain value over time. I’m expecting big things from this little guy.”
Kristin Sonfield, director of brand and partnerships at Compare the Market, which commissioned the research, said: “Our polling shows the second-hand market in Britain is booming.
“There are so many places people can sell their unwanted items to make themselves a few extra quid.
“And with history which dates back more than 15 years, we know a thing or two about plush toys.
“Sergei looks like an absolute pro with his cricket pads and bat, so we know he will hit this for six. He’s the 20th Meerkat toy we’ve created at Compare the Market and we are looking forward to seeing fans around the country take part in the toy giveaway.
“To make sure you don’t miss out on a chance to win the Sergei cricket toy, you'll need to enter the prize draw before it closes on September 5 2025.”
DAN HATFIELD’S TOP THREE TOYS TO LOOK OUT FOR:
1. BEANIE BABIES:
Not all were created equal. Many are worth just a few pounds, but some 90s variations can command serious money. If you’ve got Spooky the Ghost, you could be in for a windfall. I recently saw one sell for £150. And if you own one of the Original 9, you might be looking at hundreds, even thousands, depending on condition, rarity, and demand. With Beanies, it’s often the imperfections that drive up value. Plush toys with label misprints or factory errors can sell for several thousand pounds.
2. JELLYCAT:
Hugely popular in the late 90s and early 2000s, Jellycat is having another golden era helped along by high-end collaborations with Selfridges and Harrods. Bashful Bunnies in rare colours can sell for over £200, while the most sought-after Jellycats now trade hands for low thousands. I personally saw a lovely special edition Imogen with tags selling for £2,000 just a couple of months ago.
3. HARRODS TEDDY BEARS
Released annually, some of the 1990s editions have recently resold for between £400 and £600, especially those in pristine condition with original tags and packaging.
