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Classic toy brands and licences dominate DreamToys 2020

Barbie, PAW Patrol, Peppa Pig, The Mandalorian, Super Mario and Harry Potter LEGO among the top 12 toys for Christmas.

A host of licensed names have lined up alongside classic toy brands in this year’s DreamToys top 12 toys for Christmas listing.

The announcement of the full listing – which, as well as the top 12, also includes seven category lists – has been brought forward due to the rising concerns many retailers have about meeting demand in the lead up to Christmas owing to supply and retail issues around the pandemic.

“We implore consumers not to leave their Christmas shopping to the final few weeks of the year,” explained Gary Grant, chair of the DreamToys selection committee. “Due to COVID-19 restrictions across the country, retailers will simply not be able to service as many people in-store due to social distancing.

“In addition, couriers are already overloaded and will struggle to meet the demand to get presents to people before Christmas. Added to this is the limited availability of stock compared to previous years; our advice is to shop early to avoid missing out.”

The DreamToys list is the UK’s most authoritative predictive list of what will be hot this Christmas. Selected by a panel of retailers and industry experts, the list is independent of toy manufacturers and makers.

This year’s Top 12 list is dominated by the big classic toy brands and licences that have entertained children for generations such as Barbie, Monopoly, Harry Potter, LEGO and Star Wars, as well as Peppa Pig, PAW Patrol, Pokémon and L.O.L Surprise.

The Top 12 (in alphabetical order) is as follows:

  • 5 Surprise Mini Brands Mystery Capsule (Zuru)
  • Barbie 3-in-1 DreamCamper (Mattel)
  • Harry Potter Hedwig (LEGO)
  • L.O.L. Surprise O.M.G. Remix Fashion Doll Assortment (MGA)
  • Laser Battle Hunters Vehicle (Character Options)
  • Monopoly for Sore Losers (Hasbro)
  • PAW Patrol Dino Rescue Dino Patroller (Spin Master)
  • Peppa Pig Peppa’s Shopping Centre (Character Options)
  • Pokémon Carry Case Play-set (Character Options)
  • Present Pets (Spin Master)
  • Star Wars The Mandalorian – The Child (Mattel)
  • Super Mario Adventures with Mario Starter Course (LEGO)

“Toys and games have proved their value in 2020,” commented Frederique Tutt, vp, global industry expert, toys, at The NPD Group. “As in other markets, Britons turned to toys and games to help fill the long weeks of lockdown. For the period of lockdown alone, sales rose by 15%. However, unit sales are down 9% for the first nine months of the year.

“As consumers have not been able to visit stores, sales of lower price point collectables have decreased in favour of ‘slow’ play toys such as those in this year’s DreamToys list.”

More licensed names took their place in the dedicated Licensed to Thrill category. These included Jazwares with its Fortnite Battle Bus; Jurassic World Epic Roarin’ T-Rex from Mattel; Marvel Bend and Flex Assortment from Hasbro; and the Star Wars 501st Legion Clone Troopers Set from LEGO.

Meanwhile, Barbie Colour Reveal Mermaid Doll Assortment (Mattel) and Cocomelon Bedtime JJ Doll (Bandai) feature in the Dolled Up category, with Hey Duggee Voice Activated Smart Duggee (Golden Bear) appearing in the Animal Farm category.

The Awesome Automobiles category, meanwhile, also sees places for Back to the Future DeLorean (Playmobil), Hot Wheels Sky Crash Tower Play-set (Mattel), PAW Patrol Dino Rescue Deluxe Vehicle (Spin Master) and Technic Fast & Furious Dom’s Dodge Charger Car (LEGO).

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