Dream Toys TnP looks at the launch of the top toys for Christmas

Living the dream

The launch of the DreamToys list is now as much a part of the Christmas season as tree lightings, turkey, and tinsel. TnP editor Tim Murray looks at how the launch is helping to drive those all-important consumers in store

There are various events and moments that, for the great British public, signify the start of Christmas – the arrival of the John Lewis Christmas ad, the tree or Christmas lights going up at home, the publication of the seasonal double issue of the Radio Times being chief among them.

For toy retailers and the rest of the trade, it’s that date early in November when the industry unveils its DreamToys list for the coming weeks.

As retailer Alan Simpson of 30-plus chain Toy Town told TnP on the day of the launch: “The timing is vital, it’s the kickstarter to Christmas. It’s not just about the toys, it’s about saying to parents there are six weeks to go until Christmas.”

TnP was, along with assorted journalists, influencers and representatives from the industry, in London’s trendy Spitalfields area for this year’s launch.

The list, revealed by the Toy Retailers’ Association from its panel of toy retailers and industry experts, reflects current concerns over the cost of living, with prices starting at less than a tenner and no item on the top 12 costing more than £80.

The list, (opposite, in alphabetical “Despite the current cost of living crisis, Christmas remains a key event for families and a celebratory event to look forward to at the end of the year’’

Rosie Marshall, head of toys and children’s gifts, Associated Independent Stores

order), was culled from an initial shortlist of 72 names and includes old favourites - Barbie and LEGO chief among them - alongside newer brands and toys.

New DreamToys selection committee chair Paul Reader said: “Featuring an exciting mixture of classic toys and the year’s biggest brands, the DreamToys 2022 list encapsulates what we believe will be the most sought-after products this Christmas.

“2022 has been a challenging year for many families and the committee took this into consideration when selecting this year’s list, with eight of the top 12 priced under £35. We know many use the DreamToys list for guidance when it comes to making purchasing decisions and we feel we’ve selected the best toys to delight children this Christmas while suiting different budgets.”

Melissa Symonds, executive director, UK Toys, The NPD Group, commented, “Despite the current cost-of-living crisis, Christmas remains a key event for families and a celebratory event to look forward to at the end of the year. With the average price of a toy in December just £13.11, parents and gift buyers don’t have to spend a fortune on presents that will guarantee some fun and smiles during the festive period.”

The next day saw Associated Independent Stores (AIS) revealing more about the thought processes behind the selection of this year’s DreamToys list.

And Rosie Marshall, head of toys and children’s gifts at AIS, said it was “key to ensure all budgets were catered for” during the current economic climate.

She further urged retailers to promote DreamToys stock in store and on social media channels.

In a detailed statement, Marshall said: “Over the past few months, myself and the wider DreamToys team have been hard at work compiling the top 12 toys for Christmas 2022. Narrowing down our selection from the long list of 72 toys has been no mean feat, but through the collaborative efforts of our panel of retailers and toy experts, we are pleased to finally share our top 12 with the public.

“Every year, my role as head of toys and children’s gifts at AIS is integral to the selection process. I am regularly in conversation with our diverse member base on what toys are selling well and where they’re observing demand, and this ultimately feeds into the creation of both our long and short lists.

“The relationship between DreamToys

and AIS is important not only to the selection of these lists, but to AIS’ member base too, ensuring that independents have an influential voice in an industry that is so often dominated by large retailers. Moreover, with our list being influenced by products that are already selling well with independent retailers, we are driving further attention towards these lines for a boost in sales ahead of Christmas.

“On this topic, one of the biggest talking points among our members is how to approach the festive season, given the significant reduction in spending power among consumers amid the cost-of-living crisis. Here, keeping a variety of stock is key, to ensure that all budgets are catered for, with options under £10 such as Jazwares’ Original 7.5” Squishmallows (£7.99), up to more premium options such as Spin Master Toys’ Gabby’s Purrfect Dollhouse (£79.99).

“Retailers should also promote any DreamToys stock they have both in store and on their social media channels. Here, the primary goal of retailers should be to drive customers in store, as sales will often take care of themselves after this point. Highdemand, low-margin products may not prove profitable alone, but provide wider value through the potential for upselling once customers are in store. After all, the influence of an enthusiastic child in a toy store environment simply cannot be understated, particularly in the lead-up to Christmas.”

Within days of the event, the coverage was looking impressive.

The DreamToys team and PR agency Bastion have revealed the first wave of coverage resulting from this week’s announcement of the list of 12 top toys for Christmas.

It takes in everything from The Guardian to GB News, covering all points on the spectrum in between, and includes print media – with almost every national newspaper covering the big reveal – as well as radio and TV. There’s also been plenty of online activity and influencer coverage.

It’s certainly the kind of PR coverage that money can’t buy and illustrates just how important the event is in garnering coverage for the wider industry and directing consumers into stores.

The list of coverage includes online and print versions of newspapers and outlets ranging from BBC News, Daily Mail, Daily Mirror, Evening Standard, iNews, Independent, The Guardian, The Sun, The Telegraph, Yahoo, MSN, The Week and Wales Online. The launch itself was covered by the Daily Express, Daily Mirror, Daily Star, iNews, The Guardian, The Sun, and The Telegraph, which all published the story in print.

Organisers told TnP: “Regarding TV, we attended GB News’ for a live

“Retailers should also promote any DreamToys stock they have both in store and on their social media channels”

breakfast broadcast. ITV regional news team also attended the preview day and aired their TV package across the ITV regional news network.”

Meanwhile, individual suppliers were also making headway with their own publicity.

For example, MGA Entertainment, was using the first-ever inclusion on the list for its Rainbow High brand, as well as its L.O.L. Surprise! brand to make headway with its own PR initiative.

As Michelle Lilley, UK marketing director for MGA Entertainment, said: “We are extremely delighted to have four products across two of our leading brands in the DreamToys Top 50 list this year – and are particularly thrilled for our most recent Rainbow High collection to have a place in the Top 12 for the first time. The Rainbow High Series 4 collection continues the brand’s focus on diversity and inclusivity, celebrating both a wide range of ethnicities and skin tones and visibile differences. We are truly excited to continue bringing Rainbow High fans on the journey with us, with so much more to come in 2023.”

Product Name Supplier RRP

Barbie Cutie Reveal Doll

Mattel UK

£32.99 Gabby’s Purrfect Dollhouse Spin Master Toys UK £79.99 Heroes of Goo Jit Zu Goo Shifters Hero Pack Character Options £10.99 GiGi the Giraffe Character Options £27.99 Little Live Pets – Mama Surprise MooseToys £64.99 Magic Mixies Mixlings Magic Castle Playset MooseToys £29.99 Paw Patrol Big Truck Pups Themed Vehicles Spin Master Toys UK £17.99 Pokémon Elite Trainer Box Asmodee UK £42.50 Rainbow High Series 4 Fashion Doll MGA Entertainment £31.99 Sink N’ Sand Game Spin Master Toys UK £19.99 Original 7.5in Squishmallows Jazwares £7.99 LEGO Star Wars Hoth AT-ST LEGO Company £44.99