Dream Toys 2012 review

Published on: 2nd November 2012

The Dream Toys “Dream Dozen” for Christmas 2012 was announced this week at an event in London; Toy World takes a look back at the event.

The TRA revealed its predictions for the official Top Toys for Christmas at the Dream Toys media preview in St Mary’s Church, Marylebone, London, on Wednesday 31st October.

“We had a very difficult decision this year, and we took the easy way out by choosing a ‘top 13’ instead of a ‘top 12’. We had some fantastic items to consider this year, all with some fantastic stories to tell,” said Miles Penhallow of the Toy Retailer Association, speaking to the Telegraph.

He added: “We have items such as Furby, who we all remember fondly from 1998, but now you can feed it with your smart phone. And did you ever wonder what Furby was saying? Now it’s got a translator. It has interaction that increases the play value. It’s nostalgia with a twist, as I like to say it. We even have Cabbage patch dolls, which are still lovely play dolls that come with their own personalities and own birth certificates, being nurtured by children like they were those many years ago.”

In agreement, Gary Grant, Chairman of the TRA’s Dream Toys selection panel, said: “There are some toys that hold an enduring place in the hearts of children for generations, and this year we’ve seen the toy industry come up trumps by reinvigorating these classic favourites for 2012. We also continue to see technology being woven into toys to add extra dimensions to the play experience; whether this is the use of apps, interactivity, touch screens or integrated multi-functions such as e-readers and cameras.”

To view the “Dream Dozen” please click here to view Toy World’s news story from Wednesday.

Exhibitor feedback
And what did some of the exhibitors think of the event? Regarding the inclusion of the InnoTab 2 on the “Dream Dozen” list, a spokesperson for VTech said: “We had a great time at Dream Toys and were so pleased to not only have the InnoTab 2 in the overall top toys list, but four out of eight toys in the new Educational Top Toys category.”

Richard North, CEO of Wow! Stuff commented that at the event “the quality of media was tremendous”, and that although he was disappointed not to see the Beeb, it was their loss. He added: “It was our first showing at Dream Toys and it was incredible; best PR event we have ever done. While we won the Tech Zone award for Attacknids, and best at show (so media coverage will be big), it was the overall buzz that was fabulous. We loved competing with Nerf’s Hellfire, and the kids loved our Attacknids.”

Media coverage
For a full list of the media coverage of the event, click here to view Toy Shop UK’s media roundup.

ITV Daybreak coverage
The crew from ITV’s Daybreak filmed at the venue the night before the event. The piece was broadcast four times on Wednesday morning (31st Oct) as the last item in the news bulletins at 7am, 7:30am, 8am and 8:30am.

If you would like to watch the Daybreak coverage from Dream Toys 2012, it is embedded below.


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