In a hall in the heart of London’s university district, the great and the good of the toy industry are receiving numerous journalists alongside the now ubiquitous influencers and content creators. 

Songs from Twister Air are playing loudly as adults try out the new interactive take on the classic, while over there electronic dog MINTiD Dog-E is barking and wooing the media, as in another corner L.O.L. Surprise Magic Flyers are taking off and heading up to the ceiling with regularity. Those present can take a break on a Squishmallows sofa or de-stress by cuddling and pulling at a Fluffie Stuffiez. Meanwhile, children are running around trying out scores of different toys on offer, giving each a good going over. 

Welcome to the DreamToys launch. 

The event is, as most acknowledge, the true start of Christmas for the toy industry and many from the business are on hand as the collective minds and experts unveil the top 20 toys for Christmas on the expanding list (for the full list, see yesterday’s story DreamToys 2023 list). 

“There’s a real festive buzz about it,” says Paul Reader, the chair of the DreamToys selection committee at the event. “It’s a new location, a bigger scale and more product.” As he raises his arm around the ornate hall, he further notes: “This is all the hero lines [for 2023] in this room.”

The new expanded list sees 20 toys being revealed as the hot properties for the year-end and acts as a pointer to parents, but even adding numbers didn’t help when whittling it down. “It was still a struggle to get it down to 20,” says Reader. But, says another key retailer, Alan Simpson, from Toytown, the expansion does allow for more varied product to go on there. “Twenty gives you more scope to be more affordable,” he explains. 

The list this year also reflects changes in the industry, as Melissa Symonds, executive director at Circana explains. She’s on hand to discuss where the list fits into the business and the current state of the industry. While noting that the entire industry is down over 2023 to the end of September (down 4% overall), signs are that Christmas will be big, albeit later than some of the previous years. She is confident that the year will turn round, adding: “Even last year December was a quarter of the year’s sales, a third were between November and December.” 

There is still all to play for, she says: “There’s still a lot to go, a lot can change. We think it will be a good November and a good December.”

The list, she says, reflects some of the year’s biggest trends. Two areas in particular are driving growth, the first being the huge growth in the licensed film and movies side of the toy market. It now accounts’ for 31% of sales, a rise of 4%

 “It’s a really strong performance,” she says, highlighting the Barbie, PAW Patrol, a resurgent Teenage Mutant Ninja Turtles and mainstays Star Wars and Harry Potter. “All of these are part of the list and having their moment in the sun,” she further notes. 

And, she adds: “Interaction toys have definitely been a growth area,” she explains, pointing to many of those in the list, from the aforementioned Dog-E and Twister Air to Pictionary Vs AI, and Moose Toys’ selection on offer. “There’s something to interact with, rather than just being a standard toy. There’s a much higher interactive element than we’ve seen in recent years.”

All of the above mentioned are keen to point out how the cost of living crisis was taken into account, stressing that many of the titles on offer are part of ranges that take in all prices. 

Meanwhile the toy companies are all happy with how the day is going. Many were celebrating achievements that included taking a number of different places. 

Spin Master was represented with two different products, from PAW Patrol to its Bitzee interactive toy. 

Richard Dickson, general manager UK and ROI at Spin Master says: “We’re over the moon to have not just one, but two toys listed in this year’s Dream Toys list, the official must have toys for Christmas 2023! Spin Master’s winning products, Bitzee and PAW Patrol: The Mighty Movie Skye Jet Deluxe Vehicle, are definitely two of our most exciting launches of the year and we’re delighted to have received this recognition from the Dream Toys judges and retailers.

“Bitzee’s innovative technology and unique collectability feature which allows users to collect up to 15 characters all in one pod, certainly seems to have made it a hit with consumers and we’ve seen a fantastic response to the product since its launch. 

“But Christmas just wouldn’t be the same without some PAW Patrol goodies under the tree so we’re thrilled to see Skye’s Deluxe Jet has also been recognised in the Dream Toys list. The jet is a replica of the one seen in the hit movie PAW Patrol: The Mighty Movie and we’re thrilled to be able to bring the magic of the big screen to children’s toy boxes this festive season. We can’t wait to see little ones up and down the country enjoy playing with both Spin Master toys this Christmas!”

Mattel has a trio of titles, taking in Barbie POP Reveal, Pictionary Vs AI and Hot Wheels City Ultimate Garage Hauler. Kelly Philip, senior director marketing Mattel UK says: “We are proud to be named as part of DreamToys and their panel of retail experts top toys of the year. With a third of toy sales driven between now and Christmas Day, this list can help parents and gift givers navigate the wonderful world of toys this festive season!”

MGA and Moose Toys both had a trio each, with the former including the L.O.L. Surprise Magic Flyers which were hovering over the proceedings, as well as Fluffie Stuffiez and Miniverse brands, while the latter had Cookeez Makery, Beast lab and Little Live Pets: My Puppy Home.

Sara Taylor, senior vice president (UK, FT, IT and ES) of MGA Entertainment  says: “It has been a phenomenal year for MGA and we are honoured to have been awarded three places in the DreamToys Top 20 list this year for some of our most popular brands – and are particularly thrilled for two of our newest brands, MGA’s Miniverse and Fluffie Stuffiez, to have been recognised, having only launched this year! We are continually ensuring that we are at the forefront of innovation and creativity so for this to be recognised is a huge achievement. We are truly excited to continue bringing fans on the journey with us, with so much more to come in 2024.” 

Maddi Tiscoe, head of UK Marketing at Moose Toys, says: “A hattrick of accolades from Dream Toys is a real honour for the whole Moose Team and is testament to the company’s vision to make the most innovative toys for children – capturing kids’ imaginations, creating real wow reactions and providing sustained play appeal. To have this endorsement from the industry adds further credibility to our toys and we’re confident they’ll put smiles onto lots of children’s faces this Christmas and beyond. Merry Christmas!”

As the day draws to a close and the kids present select their favourites to take home, it’s time to sit and wait to see how the coverage turns out (more on this in TnP shortly). As Alan Simpson concludes: “We expect to see a chunk in the next few days, but it goes into next week too, as local papers catch on.

“This gives a lift to everything. Christmas is coming.”