James Ford puts top toy lists under the microscope and examines how helpful they are to retailers and the industry as a whole.

James has extensive experience in toy buying, having progressed through the ranks to the position of senior buyer at Debenhams, where he led significant growth of toys, children’s gifts and books, both in-store and online. Recently appointed as gift buyer at online retailer Boomf, he continues to keep a close eye on toy industry and retail matters.

The “Top Ten Toys for Christmas!” headlines start appearing while the cricket season is in full swing and children haven’t even broken up for the summer holidays. These early predictions are always the subject of much tutting by older generations and a raised eyebrow from the newsreader in the ‘and finally’ section. Love them or hate them, they seem to be very much here to stay.

As almost every retailer puts out their own list and writes their own agenda, James examines the various ways in which top toy lists serve a purpose to retailers and toy companies alike, drawing on his experience of buying toys at Debenhams and the challenges of putting together a list there.

To read James’s ful article, which appeared in the Viewpoint section of Toy World’s January edition, click here.