The Top 12 Toys for Christmas were revealed today, this list selected by a panel of retailers and industry experts, the list is independent of toy manufacturers and makers. We’re told that there are rising concerns from retailers about being able to meet demand in the lead up to Christmas and its down to supply issues (and it is very likely delivery drivers will be utterly stacked/packed in the countdown to Xmas).
L.O.L. makes it in for the 4th year in a row, Zuru and their mighty fine Mini Brands have a slot, usual suspects Hasbro with another incarnation of Monopoly, Barbie and Paw Patrol (yawn), Pappa Pig and couple of LEGO sets – all quite predictable. There’s a Pokemon backpack which we’ll certainly be getting for our “gotta catch em all” obsessed neighbour and a Mandalorian The Child, but it is just a plush, doesn’t do anything apart from look cute. There’s a slight reduction on the cost of the entire basket versus last year and more of these are analogue/slow play so we take some positivity from that. The list does come with a warning (which is definitely new):
“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.”
This year’s Top 12 list is dominated by the big classic toy brands and licenses 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 – please note the Top 12 is not selected in any particular 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 Toys||£79.99|
|Harry Potter Hedwig||LEGO||£34.99|
|L.O.L. Surprise! O.M.G. Remix Fashion Doll Asst||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 Toys||£64.99|
|Peppa Pig Peppa’s Shopping Centre||Character Options||£39.99|
|Pokémon Carry Case Playset||Character Options||£39.99|
|Present Pets (Asst)||Spin Master Toys||£54.99|
|Star Wars The Mandalorian – The Child “Baby Yoda”||Mattel Toys||£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 – global industry expert, toys, 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 collectables have decreased in favour of ‘slow’ play toys such as those in this year’s DreamToys list.”
Grant added, “This year’s DreamToys Top 12 includes a range of products from classic brands such as Monopoly and Barbie, to popular licenses 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.”