The biggest licences from film and TV are driving the must-have toy wish lists this Christmas, with Star Wars, Pokemon, Jurassic World and Paw Patrol alongside perennial favourites such as Barbie, Hot Wheels and L.O.L
That’s the verdict of 2021’s DreamToys: a list of the top 12 toys, which is issued annually by the Toy Retailers Association (TRA). Regarded as the most authoritative predictive tally of what will be hot this Christmas, this year’s roll call was selected by an independent panel of retailers comprising representatives from buying groups AIS and Toymaster; toy chains The Entertainer, Smyths Toys Superstores, SMF Toytown and Hamleys; and department store group Selfridges. The panel was supported by market analysts from The NPD Group.
Here is the Top 12 listed alphabetically (the dozen toys are not selected in any particular order):
Barbie Dreamtopia Colour Change Mermaid – Mattel
Bluey Family Home Playset – Moose Toys
CoComelon Deluxe JJ Interactive Doll – Bandai
Gassy Gus – John Adams
Hot Wheels Massive Loop Mayhem – Mattel
Jurassic World Scorpios Rex – Mattel
L.O.L. Surprise Movie Magic Doll – MGA Entertainment
Little Live Pets My Pig Piggly – Character Options
Magic Mixies Cauldron – Moose Toys
Paw Patrol Chase’s Deluxe Transforming Vehicle – Spin Master
Pokemon 8in Plush Pikachu – Character Options
Star Wars Boba Fett’s Starship – LEGO
“This year’s DreamToys list is an exciting blend of evergreen favourites and the year’s biggest brands that we believe will be the most sought after under the Christmas tree this festive season”
Gary Grant, chair of the DreamToys selection committee and founder of The Entertainer
Gary Grant, chair of the DreamToys selection committee and founder of The Entertainer toy chain, said: “This year’s DreamToys list is an exciting blend of evergreen favourites and the year’s biggest brands that we believe will be the most sought after under the Christmas tree this festive season. Toys have played such a vital role in family life over the past two years, and this Christmas will be no exception. That’s why the industry is working to overcome supply chain challenges to ensure there will be toys on shelves throughout the festive period.â€
Frederique Tutt, vice president – global industry expert, toys, of The NPD Group commented: “Brits have continued their love affair with toys this year and sales have been strong. Compared with 2019, pre-covid, sales are up 9% for the nine months ending September 2021.
“We expect the final sales quarter of the year to deliver a solid performance despite supply chain challenges. Toy manufacturers and retailers have planned ahead and stocked up to avoid anticipated shortages, so most toy shoppers will be able to get the items they want. But as we always say at the DreamToys event [which is held each November], if you know what particular toy the child in your life is dreaming of this Christmas, it is best to buy it now.â€
Alongside the Top 12, the TRA released a longer list of 81 toys demonstrating the depth and quality of choice available to consumers. The average price of this year’s Top 12 list is £36. To see the Top 12 in more detail, and the full longlist of DreamToys, head to www.facebook.com/dreamtoysUK.
