Hamleys has unveiled its top 10 toys for Christmas at an early morning launch at its flagship store in London’s West End, with assorted media camped out on Regent Street to capture Santa, elves and children playing with the toys it thinks will be top sellers this Q4.
In an exclusive interview with TnP, buyers spoke about this year’s list and how it offers something for everyone in terms of prices. They also acknowledged how the list will not only earn Hamleys significant press, broadcast and online coverage, but can also help independent stores.
As head of buying Victoria Kay noted, September, with the kids back at school and Halloween around the corner, is the perfect time to launch the list. “We want to make it easy for parents and guardians, telling them that this is the list, and they can come into store with it. It gets them in the right mindset.”
“This Christmas at Hamleys, we have handpicked a Top Ten list featuring the finest new toys for the festive season. We’ve gone the extra mile to ensure that our selection consists of top-of-the-line toys, all recently launched, and guaranteed to be a hit with kids of all ages“
Hamleys head of buying Victoria Kay
One of the key themes for the list this year is “out with the old and in with the new”, reflecting how the likes of old favourites and mainstays such as Twister and Barbie have been given new contemporary updates, while it also reflects some of parents’ cost-of-living concerns (prices start at a keen £18) and emerging trends such as kidult – the list features a supplementary three products for the kidult market.
In its official announcement of the list, Victoria Kay said: “This Christmas at Hamleys, we have handpicked a Top Ten list featuring the finest new toys for the festive season. We’ve gone the extra mile to ensure that our selection consists of top-of-the-line toys, all recently launched, and guaranteed to be a hit with kids of all ages. We’ve closely observed the trends shaping the toy industry, including toys inspired by beloved on-screen characters and the continued Kidult trend. We’re confident that our choices embody the very essence of Christmas and offer everyone the opportunity to discover their new favourite toy.
“Given the ongoing challenges, we recognize the importance of providing parents with a range of pricing options, allowing them the flexibility to plan and purchase thoughtfully. We have also diversified our toy selection to create an additional pull-out list of Top 3 toys that collector parents or Kidults would enjoy. What’s not on the list, but is very much a coveted Christmas gift, is a day at Hamleys. With our magical in-store experiences, Elfie selfies and a chance to meet your favourite characters offered complimentary to all visitors – a visit to Hamleys truly captures the warmth of Christmas season and crafts memories that last for a lifetime.”
See below for the full list and for more exclusive material from the event, see the October issue of TnP.
- Barbie Pop Reveal Fruit Series: Strawberry, Fruit Punch, Watermelon Crush, Grape Fizz
- L.O.L. Surprise Magic Flyers
- TY Marvel 14” Squish-A-Boos
- Harry Potter Hamley Bears
- Beast Lab
- Hamleys Magic Moving Car
- Disney Winnie & Piglet’s Treehouse
- Hamleys Wooden Bus
- Paw Patrol Movie Skye Deluxe Vehicle
- Twister Air
The Top Three Toys for Kidult Enthusiasts
- Ralleyz Soft Dart Blaster
- Anime The Cult of San Reja Neil
- Tamiya Lunch Box
