What 12 Years of Santa Letters Reveal – The Ultimate Christmas Wishlist Deep Dive
From JCBs to iPads, Bluey to Barbie – how kids' wishes have changed (and stayed the same) since 2013
Every Christmas, thousands of letters arrive at the North Pole brimming with excitement, imagination, and heartfelt wishes. Since 2013, we at Santa Letter Direct have been lucky enough to read more than half a million of them — each one a snapshot of a child’s hopes and dreams at Christmastime.
Now, for the first time ever, we’re unwrapping 12 years of Santa letters to see what they reveal about how kids, toys, and Christmas itself have evolved. Spoiler alert: LEGO still reigns supreme, but there are some surprising newcomers and a few fond farewells.
The Most Wanted Toys: Then vs. Now
In 2013, the big hitters were JCBs, dolls, and train sets. Fast forward to 2024, and it’s all about Bluey, Nintendo Switches, and iPads. But one thing has remained constant throughout the years: the joy of imaginative play.
| Year | #1 Most Requested Brand |
|---|
| 2013 | JCB |
| 2014 | LEGO |
| 2015 | Barbie |
| 2016 | LEGO |
| 2017 | Minecraft |
| 2018 | LEGO |
| 2019 | Barbie |
| 2020 | LEGO |
| 2021 | Nintendo |
| 2022 | Bluey |
| 2023 | LEGO |
| 2024 | LEGO |
From building blocks to virtual blocks, creativity is still at the heart of every wish.
Brand Trends Over Time
Rising Stars:
- Bluey (barely a whisper in 2020, now top 5)
- iPads (surging from 2019 onward)
- Roblox & Minecraft (now solid staples for 7- to 10-year-olds)
Falling Favourites:
- Peppa Pig
- Frozen
- DVDs and Trolls
Eternal Classics:
- LEGO — topping the chart in 7 out of 12 years
- Barbie — beloved across generations
Ages & Aspirations
Most children writing to Santa are between 4 and 9 years old, with 6 being the peak letter-writing age.
- Ages 4–5: Plushies, Bluey, Paw Patrol, Peppa
- Ages 6–8: LEGO, Barbie, Minecraft, Switch games
- Ages 9+: iPads, gaming consoles, or “just surprise me, Santa!”
In 2020, many children mentioned handwashing and being “brave about masks” — a touching reflection of the times.
Accomplishments Over the Years
Each letter isn’t just a wishlist — it’s a proud report card. Here’s what kids were most proud of:
- 2013–2015: Learning to ride a bike, starting school
- 2016–2019: Reading more, helping at home
- 2020–2021: Coping with COVID, helping siblings
- 2022–2024: Sports awards, kindness, new foods
Favourites include: “I tried broccoli” and “I only hit my brother once.” Honest and adorable!
Little Voices, Big Dreams
“Thank you Santa for coming even with the virus. I will leave you a mask with your mince pie.”
“I want a LEGO city and a real dragon. I know the dragon is a maybe.”
“Bluey playhouse please because I tidied up without moaning... once.”
“I don’t mind what I get as long as you write back.”
Sometimes, the magic isn’t in the gift — it’s in being heard.
Final Thoughts
What have we learned from over a decade of Santa letters? That joy, kindness, and creativity never go out of style. The toys change, but the wonder remains the same.
We’re so proud to be part of your family traditions and can’t wait to see what 2025 brings!
Be Part of the Next Chapter
Want to see your child’s wishes become part of Santa’s story? Order your letters from Santa and keep the magic alive.
Click here to order
Merry Christmas from all of us at Santa Letter Direct!