DreamToys reveals top toys for Christmas

Published on: 8th November 2023

The DreamToys list from The Toy Retailers Association has expanded to 20 toys for 2023 to represent a wide range of play value for gift givers.

The Toy Retailers Association has unveiled the DreamToys top 20 toys for Christmas, helping families make informed decisions when buying toys for the festive season.

Selected by an independent panel of toy retailers and toy experts, from small independents to large national chains, DreamToys bills itself as the most authoritative prediction of what are expected to be the hottest new toys on the high street this festive season.

This year, the event has introduced some changes to its format, and the panel expanded its selection from 12 to 20 toys to showcase a wider mixture of ranges. The panel of retailers picked these toys based on the value they bring to playtime, the play patterns they inspire, the emerging trends they represent, or as the hero line in a range of toys that offers price points for every budget. All toys were chosen to provide inspiration to gift givers across all ages and budgets.

“The panel’s decision to increase the DreamToys top list to 20 toys is in recognition of the fantastic range of products currently available in the market,” commented Paul Reader, chair of the DreamToys selection committee. “Christmas is a magical time of the year, particularly for children, and this list provides gift givers an authoritative and independent view on what we believe will be the most requested toys to help make that all important purchasing decision.”

Team Toy World attended the media event in London which unveiled the toys that made it onto the list this year.

“From the year’s biggest blockbusters, tech inspired crossovers and toys that promote sensory exploration through to products that create curiosity and anticipation, this year’s list is a representation of what the UK toy industry has to offer,” Paul continued. “The top 20 will be highly sought after, so if families have a particular product in mind, my advice is to shop early to avoid disappointment. However, if you are simply looking for inspiration, I’d implore everyone to visit their local toy shop and speak to experts who can help suggest the perfect gift for under the tree.”

The top 20 list is as follows:

(prices quoted as RRPs, market price may vary).

Product Name Supplier RRP
Barbie Pop Reveal Mattel £26.99
Beast Lab Moose £89.99
Bitzee Interactive Pet Spin Master £32.99
Cookeez Makery Oven Playset Moose £39.99
Fingerlings Monkey Character Options £17.99
Fluffie Stuffiez Large Plush MGA Ent £34.99
Harry Potter Hogwarts Castle & Grounds Lego £149.99
Hot Wheels City Ultimate Hauler Mattel £94.99
L.O.L. Surprise! Magic Flyers MGA Ent £36.99
Little Live Pets My Puppy’s Home Moose £64.99
Miniverse – Make It Mini Kitchen MGA Ent £44.99
Mintid Dog-E Character Options £89.99
Paw Patrol Mighty Movie – Skye Deluxe Vehicle Spin Master £49.99
Pictionary vs AI Mattel £23.99
Pokémon 151 Elite Trainer Asmodee UK £52.99
Squishmallows 7.5″ Jazwares £8.99
Star Wars Ahsoka Starship Lego £64.99
Super Mario Movie 7″ Feature Bowser Figure Jakks Pacific £34.99
Teenage Mutant Ninja Turtles Movie Pizza Fire Van Character Options £39.99
Twister Air Hasbro £24.99

“With more than £1b spent on toys each Christmas, the festive season remains the most important time of year of the toy industry. Much of this spend is influenced by gift guides, with 55% of parents saying they use toy lists as guides to buy gifts for their children,” added Melissa Symonds, executive director of UK Toys at Circana. “The UK toy industry continues to be one of the most competitive markets for consumers to buy good quality presents at affordable prices during the Christmas shopping season.”

Richard Dickson, general manager UK and ROI at Spin Master, commented: “We’re over the moon to have not just one, but two toys listed in this year’s DreamToys list. Spin Master’s winning products, Bitzee and Paw Patrol: The Mighty Movie Skye Jet Deluxe Vehicle, are definitely two of our most exciting launches of the year, and we’re delighted to have received this recognition from the DreamToys judges and retailers.”

At Mattel, Kelly Philip, senior director Marketing, said: “We are proud to be named as part of DreamToys’ and its panel of retail experts’ top toys of the year. With a third of toy sales driven between now and Christmas Day, this list can help parents and gift givers navigate the wonderful world of toys this festive season.”

Sara Taylor, senior vice president of MGA Entertainment said:the company was honoured to have been awarded three places in the list this year. “We are particularly thrilled for two of our newest brands, MGA’s Miniverse and Fluffie Stuffiez, to have been recognised, having only launched this year,” she said. “We are continually ensuring that we are at the forefront of innovation and creativity, so for this to be recognised is a huge achievement.”

For more information on all the top toys, visit the DreamToys Facebook page.

A video detailing the DreamToys top selections can be viewed below:


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