Sylvanian Families celebrates its 40th anniversary this year and some of the early favourites are now shrewd investments worth thousands of pounds.
Since families such as Timbertop Bears, Babblebrook Rabbits and McBurrows Moles first arrived in Japan in 1985 more than 120million animal dolls and accessories have been sold to children across the world.
As young Sylvanian fans have grown up their passion for the cute figures has been passed to the next generation, when buying dolls for their offspring.
A wave of nostalgia is also created ‘kidults’ who collect vintage pieces they could not afford when growing up.
It means dolls and sets that sold for £10 to £25 when new are now selling for more than ten times the original price – with the most sought-after rarities being sold for four-figure sums.
1. Discover timeless appeal of the toy
Peter Jenkinson, a ‘toyologist’ who studies the investment returns of the toy market, says: ‘Sylvanians offer a wholesome appeal that has only increased over the past four decades – pushing up prices.
Crowded: A tree house shared among friends
‘Enthusiasts seek the simple nature pleasures Sylvanians promote, such as living in tree houses, windmills and on canal boats.
‘This is far removed from the consumer-obsessed modern world that is increasingly dominated by people wanting to get rich and where celebrity status is deemed important.
‘The physical appeal and quality of the Sylvanian sets means that as toys they also look good on the shelf at home – whether you are a child or a grown-up kidult fan.’
He adds: ‘Another key secret to their success as a collectable is Sylvanians are made so you can buy accessories that fit with these families.
‘You can expand their world over time with a wide range of new purchases.’
2. Explore Sylvanian shop rarities
Valuable: Giant Freya rabbit for sale at £3,190
Jenkinson points out that rarity is one of the most vital consideration for collectors, which explains why larger promotional pieces often used in toy shop windows to market the dolls can sell for thousands of pounds.
These were often never sold.
On the auction website eBay a Sylvanian Families giant 20-inch tall version of Freya Rabbit is for sale at £3,190.
A rare oversized 12-inch Sylvanian Families ‘Sylvania for Bear Village Mayor’ father figure is available for £2,540.
Epoch is the toy manufacturer behind Sylvanian Families.
The name is a derivation of the English word Sylvan – which means ‘of the forest’, promoting a love of nature.
Its old-fashioned world was created as escapism for children who lived in high-rise apartments in Japan.
The Sylvanian characters started to be sold in Britain in 1987.
The toys have been sold as Calico Critters in the United States and Canada since 1993, after the distributor lost the rights to use the original brand name.
3. Seek out vintage Japanese dolls
Boss: A village mayor bear valued at £2,250
Sylvanian fan and artist Tasmin Bassett, says: ‘These small anthropomorphic animals figures are known for the attention to detail, cute designs and high-quality craftsmanship – with an unmistakable flocked soft texture.
‘They are so well produced they are hard to imitate, so the market it is not flooded with fakes that could devalue it as valuable collectable and investment.’
She adds: ‘The Japanese editions tend to reach a much higher price as they are usually harder to get hold of.
‘Over the years some dolls and houses have become extremely rare and valuable due to limited product runs.’
Japanese dolls, such as a family of five ‘Momoiro Rabbit Fan Club’ pieces can sell for £2,840 if in original packaging.
It was sold in Japan between 2009 and 2011.
Bassett adds: ‘Owning a rare doll is like owning a small fuzzy piece of history.
‘They are a worthwhile collectable – not just because they are super cute and can bring collectors lot of joy, but they are also a great investment as so far their rising values have not dropped.’
Fuzzy: Momoiro Rabbit Fan Club family valued at £2,840
Early Japanese sets, such as a 1985 set of four raccoons can cost up to £1,857 if still altogether in their original box because so few have survived over time.
When first released this set would have cost about £15.
4. Consider how condition is key
Toyologist: Peter Jenkinson values quality
Toy auctioneer Vectis Auctions points out you also need to ensure your purchase is top quality if you are buying as an investment rather than to simply play with.
If still in the original packaging it can more than double the value.
A couple of years ago Vectis sold an assorted Japanese Sylvanian set of 13 boxes that included a couple of ‘Fun Outing Family Car’ for £680 – ten times the estimate sales price given of between £60 and £80.
At the same June sale a huge cache of 71 various Silvanian Families characters from Japan still in their original boxes – including half a dozen hedgehogs, Walnut Squirrel and Acorn Mice characters – went for a total of £1,300 – far exceeding the estimate of £100 to £120.
On top of their winning bid buyers can expect to pay a 27 per cent auction fee.
Vectis says that sets with damaged or missing parts are far less collectable and may fetch just a few pounds.
5. Look out for new trends
Although many early Sylvanians have increased in value – as older pieces get lost, damaged or thrown out, to leave fewer survivors – modern sets may also prove good purchases if you but the right sets and look after them.
Christmas: The 2025 ‘Must have’ Fairy Castle
One of the top ‘most have’ toys for this Christmas is the £60 Sylvanian Families Skytop Fairy Castle, according to the retailer John Lewis.
It shows a new direction for the wholesome toy, as traditionally the characters have enjoyed modest lifestyles enjoying picnics in natural surroundings.
But Jenkinson believes this bold new move could be a reflection in changing tastes.
He says: ‘While Sylvanians have traditionally enjoyed simple pleasures – enjoying an almost Amish lifestyle – other dolls such as Barbie have gone on to live in millionaire mansions with swimming pools. So who knows?
‘The changes may appeal to collectors. But I still believe Sylvanians will always be happier in a tree house.’
Expensive: House with lights costs £978
One of the first Sylvanian homes was the Country Cottage of 1985 that can still be purchased for £60 unboxed.
A 1990s boxed Windmill set can cost £229, while a 1990s Rose of Sylvania Barge unboxed £60.
A more spacious mid-1990s Meadow Croft Thatched Cottage unboxed can cost £130 while a Japanese market 2000s Big House with Lights boxed set £978.
You can pay £182 for an unboxed 1990s Old Oak Hollow Tree House.
6. Share collectable joy with others
A key appeal of Sylvanian Families is sharing the attraction of trading in these cute collectables with others – learning about the market and what you should pay.
Fan: Tasmin Bassett says having a rare doll set is owning a small fuzzy piece of history
Social media can provide a great place to trade with groups, such as Sylvanian
Families Buy and Sell on Facebook. There is also a Sylvanian Families Collectors Community where you can chat with other enthusiasts at sylvanianfamiliesforum.com.
The retailer Sylvanian Store Keepers offers information on dolls and related publications, visit sylvanianstorekeepers.com.
The official link sylvanianfamilies.com/en-uk/ also provides details of releases and the history of the collectables.
The trading website eBay is a great place to check out prices, sell and buy related items, as is the auctioneer Vectis Auctions.
Are you a super collector of Sylvanian Families or something similar? Get in touch: editor@thisismoney.co.uk
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