“With Christmas in mind today we can finally reveal the list you’ve been waiting for… 

It’s the This Morning top toys for 2023…”
With those words, ITV presenters Rylan Clark and Josie Gibson started the ITV morning magazine show and trailed the feature that many in the toy industry have been trying to influence for some months. 

As TnP noted in its coverage of the Big Christmas Press Show, the This Morning was being feted at the event as the one all toy companies wanted to view their wares, with the hope of being selected for the top 10 and featuring on the programme. 

“We’ve got big balls, we’ve got dancing Elmos, we’ve got slimy Barbies …” said Alice Beer, who introduced the slot, as she also noted: “What have your kids asked for, what can you afford to buy them and what is the hottest, hottest toy that’s going to be tucked under your tree this Christmas?”

The 10 in full are (in order of presentation): 

Sesame Street Elmo Slide Plushg

Biggies Super-Size Inflatable Mega 

Brio Builder Power Screwdriver

Everybody 1-2-Switch

Edurino Starter Set

Barbie Pop Reveal Fruit Series

Bitzee

Teenage Mutant Ninja Turtles Pizza Delivery Van 

Little Live Pets Dog House

Plus-Plus Tubes

Toy companies were celebrating their inclusion. Spin Master’s Bitzee was among those selected, and Richard Dickson, general manager at Spin Master UK & ROI said: “We’re delighted to have been included in This Morning’s top toys for Christmas list.  
“The reaction to Bitzee has been phenomenal, not only from parents and kids, but retailers too, with many including Bitzee in their own top toys for Christmas lists. We’re sure that Bitzee is going to be high on many children’s wish lists this year, but remember, Bitzee is for life, not just for Christmas.”  
Digital learning system Edurino was another that made the cut, with the company noting the choice was the perfect way to help kickstart sales after its huge success in Germany. “Launching Edurino in the UK, after our success in Germany having sold over 200,000 products is more than an expansion to us,” commented Irene Klemm, founder of EDURINO.  “It’s a commitment to nurture more young minds through the seamless blend of play and education across borders.”