The latest craze is for fidget toys.
These are wee crappy bits of plastic that just bend, click, pop, etc. The ones my kids like are completely unbranded, at least so far. These are like the toy equivalent of abstract expressionism.
Give it a couple of months and there will be Paw Patrol and Peppa all over the Home Bargains versions.
My guess is that the branding is more for the grown ups buying the toys than the kids. Us grown ups have no idea what's fun for today's wee shites, so go for the lazy "she likes night garden: buy night garden thing" approach.