With an in-person media event on the fringes of the City of London and the likely resultant publicity it will bring, the annual DreamToys Top 12 for Christmas listing has been unveiled.
The list, revealed by the Toy Retailers’ Association from its panel of toy retailers and industry experts, reflects current concerns over the cost of living, with prices starting at less than a tenner and no item on the top 12 costing more than £80.
The list, printed below in alphabetical order, was culled from an initial shortlist of 72 names and includes old favourites, Barbie and LEGO chief among them, alongside newer brands and toys.
New DreamToys selection committee chair Paul Reader said: “Featuring an exciting mixture of classic toys and the year’s biggest brands, the DreamToys 2022 list encapsulates what we believe will be the most sought-after products this Christmas.
“2022 has been a challenging year for many families and the committee took this into consideration when selecting this year’s list with eight of the top 12 priced under £35. We know many use the DreamToys list for guidance when it comes to making purchasing decisions and we feel we’ve selected the best toys to delight children this Christmas while suiting different budgets.”
Melissa Symonds, Executive Director, UK Toys, The NPD Group commented, “Despite the current cost of living crisis, Christmas remains a key event for families and a celebratory event to look forward to at the end of the year. With the average price of a toy in December just £13.11, parents and gift buyers don’t have to spend a fortune on presents that will guarantee some fun and smiles during the festive period.”
The vent was attended by national press and media, as well as an increasing number of influencers, YouTubers, bloggers, unboxers and more.
Speaking to TnP at the event, retailer Alan Simpson of 30-plus chain Toy Town said: “The timing is vital, it’s the kickstarter to Christmas. It’s not just about the toys, it’s about saying to parents there are six weeks to go until Christmas.”
Barbie Cutie Reveal Doll – Mattel UK – £32.99
Gabby’s Purrfect Dollhouse – Spin Master Toys UK – £79.99
Heroes of Goo Jit Zu Goo Shifters Hero Pack – Character Options – £10.99
GiGi the Giraffe – Character Options – £27.99
Little Live Pets – Mama Surprise – MooseToys – £64.99
Magic Mixies Mixlings Magic Castle Playset – MooseToys – £29.99
PAW Patrol Big Truck Pups Themed Vehicles – Spin Master Toys UK – £17.99
Pokémon Elite Trainer Box– Asmodee UK – £42.50
Rainbow High Series 4 Fashion Doll – MGA Entertainment – £31.99
Sink N’ Sand Game – Spin Master Toys UK – £19.99
Original 7.5” Squishmallows – Jazwares – £7.99
LEGO Star Wars Hoth AT-ST – LEGO Company – £44.99