An interactive guinea pig with babies and a disco-booty-shaking giraffe are expected to be among the best-selling toys this Christmas as retailers vie for custom-designed toy sets to fit “every budget”.
With a cost-of-living crisis on the horizon, the DreamToys list, compiled by the Toy Retailers Association (TRA), features a selection of the cheapest games this year, with eight of the 12 best games under £35. The cheapest item on the list is the £8 Squishmallow, a beloved toy that’s expected to be a popular stocking stuffer.
Nearly £1 billion will be spent on playing between now and Christmas Eve. Paul Reeder, chair of the DreamToys selection committee, said the committee was concerned about the difficult economic climate. “We know that many use the DreamToys list for guidance when it comes to making purchasing decisions and feel we’ve picked the best toys to delight kids this Christmas while fitting different budgets.”
At the end of the more expensive list is the £65 Mama Surprise guinea pig. Careful grooming makes her heart light up and is a sign that a baby is on the way. The puppies arrive behind closed cottage doors (unfortunately they fall from the roof) and arrive in the “normal” position within two days. For shorter attention spans, in the “quick” mode they drop every 10 minutes.
The list contains evergreen names such as Lego, Barbie and Pokémon, Plus hot new features like the fast-growing diversified doll brand Rainbow High. Rainbow High dolls have their own YouTube series and the latest set of six includes two doll characters with obvious differences – vitiligo and albinism.
With a jiggle to rival Beyoncé, the £28 GiGi dancing giraffe is also expected to make an appearance on many Christmas lists. Her floppy yellow hair adds a sensual dimension to the play, but the novelty of her three-song settings can quickly strike the adults in the room.
While in 2021 toy retailers were grappling with pandemic-related supply chain issues, which delayed deliveries ahead of the key trading period, pressures this year are for higher input costs driving up prices, and lower consumer spending due to rising food, energy and housing costs.
Reader said a global shortage of computer chips meant there weren’t many “technical” games around this year. But while people may be holding back in other areas, game sales are still up 9% even though that number also reflects higher prices.
Reader expects shoppers to be savvy and hunting for deals like Black Friday discounts in the coming weeks. They will also try to expand budgets by buying a lot of small things.
“The choice of games is exceptional and there is something to fit everyone’s budget,” he said. “I think people are going to buy a lot of little things instead of one big gift. If you’re talking about kids up to the age of 10, there are a lot of options. Kids above that age tend to want more technology, which is buying higher tickets, and peer pressure will be on them. more difficult “.
The TRA produces a Top 12 plus a longer list as a buying guide for shoppers. Last year the average price across its long list was £35, but this year it’s down to £28. The average price for the game in the entire market is £13.
Dream Toys Top 12 for christmas
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Barbie cutie unveils £33 doll
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Perfect Gabby Doll’s House £80
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joo jit zu Statue £11
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GiGi Giraffe £28
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Mama Surprise £65
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Magic Mixings Magic Castle Mixes £30
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Paw Patrol Big Truck Pups £18
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Pokemon Elite coach hire £42.50
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rainbow high Fashion doll £32
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Laundry N’ Sand 20 pound game
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Original 7.5in Squishmallows 8 £
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Lego Star Wars Hoth AT-ST £45