The DreamToys list is the most authoritative independent prediction of toys that will be the most sought after this Christmas in the UK.
The Top 12 Toys for Christmas were revealed today, an announcement that has been brought forward due to the rising concerns many retailers have about meeting demand in the lead up to Christmas, owing to supply and retail issues around the pandemic.
“We implore consumers not to leave their Christmas shopping to the final few weeks of the year,” explained Gary Grant, chair of the DreamToys selection committee. “Due to Covid-19 restrictions across the country, retailers will simply not be able to service as many people in store due to social distancing. In addition, couriers are already overloaded and will struggle to meet the demand to get presents to people before Christmas. Added to this is the limited availability of stock compared to previous years; our advice is to shop early to avoid missing out.”
The DreamToys list is the UK’s most authoritative predictive list of what will be hot this Christmas. Selected by a panel of retailers and industry experts, the list is independent of toy manufacturers and makers.
This year’s Top 12 list is dominated by the big classic toy brands and licences that have entertained children for generations such as Barbie, Monopoly, Harry Potter, Lego and Star Wars as well as the massively popular Peppa Pig, Paw Patrol, Pokémon and L.O.L Surprise.
The complete Top 12 list is (in alphabetical order):
All prices quoted as RRPs, market price may vary from retailer to retailer.
- 5 Surprise Mini Brands Mystery Capsule (Zuru) – £6.99
- Barbie 3-in-1 DreamCamper (Mattel) – £79.99
- Harry Potter Hedwig (Lego) – £34.99
- L.O.L. Surprise! O.M.G. Remix Fashion Doll Assortment (MGA Entertainment) – £39.99
- Laser Battle Hunters Vehicle (Character Options) – £59.99
- Monopoly For Sore Losers (Hasbro) – £22.99
- Paw Patrol Dino Rescue Dino Patroller (Spin Master) – £64.99
- Peppa Pig Peppa’s Shopping Centre (Character Options) – £39.99
- Pokémon Carry Case Playset (Character Options) – £39.99
- Present Pets (Spin Master) – £54.99
- Star Wars The Mandalorian – The Child “Baby Yoda” (Mattel) – £29.99
- Super Mario Adventures With Mario Starter Course (Lego) – £49.99
Throughout lockdown, toys have been a constant source of joy for children during this difficult time and have brought families closer together. Statistics from NPD show toy sales have increased by 6% on the first nine months of 2020, while Games and Puzzles have seen an increase of 32%. Furthermore, a survey conducted by the Toy Retailers Association of 2,000 parents showed 56% of parents have spent more time playing with their children since lockdown and 88% felt toys had helped them bond more closely with their children.
Frederique Tutt, vice president, The NPD Group, commented: “Toys and games have proved their value in 2020. As in other markets, Britons turned to toys and games to help fill the long weeks of lockdown. For the period of lockdown alone, sales rose by 15%. However, unit sales are down 9% for the first nine months of the year. As consumers have not been able to visit stores, sales of lower price point collectibles have decreased in favour of ‘slow’ play toys such as those in this year’s DreamToys list.”
Gary added, “This year’s DreamToys Top 12 includes a range of products from classic brands such as Monopoly and Barbie, to popular licences and innovative new toys to suit all price points. Toys have been an important part of families’ lives during lockdown and we believe many on this list will put a well-deserved smile on faces this Christmas.”
To see the Top 12 in more detail, and the full longlist of DreamToys, consumers can head to the DreamToys Facebook page.
The full list can now also be read here.