In the toy world, we know the unveiling of the Dream Toys Top 12 toys for Christmas marks the countdown to the festive season for many. AIS toy expert, Rosie Marshall, Head of Toys and Children’s Gift, was one of the panel of experts to help in the selection process. Sharing her expert insight from the decision-making, Rosie stated:
Dream Toys Top Toy For Christmas 2022 Decision-Making Process
“Over the past few months, myself and the wider Dream Toys team have been hard at work compiling the top 12 toys for Christmas 2022. Narrowing down our selection from the long list of 72 toys has been no mean feat, but through the collaborative efforts of our panel of retailers and toy experts, we are pleased to finally share our top 12 with the public.
“Every year, my role as Head of Toys and Children’s gifts at AIS is integral to the selection process. I am regularly in conversation with our diverse Member base on what toys are selling well and where they’re observing demand, and this ultimately feeds into the creation of both our long and short lists.
“The relationship between Dream Toys and AIS is important not only to the selection of these lists, but to AIS’ Member base too, ensuring that independents have an influential voice in an industry that is so often dominated by large retailers. Moreover, with our list being influenced by products that are already selling well with independent retailers, we are driving further attention towards these lines for a boost in sales ahead of Christmas.
“On this topic, one of the biggest talking points among our Members is how to approach the festive season, given the significant reduction in spending power among consumers amid the cost of living crisis.
Here, keeping a variety of stock is key, to ensure that all budgets are catered for, with options under £10 such as Jazwares’ original 7.5” Squishmallows (£7.99), up to more premium options such as Spin Master Toys’ Gabby’s Purrfect Dollhouse (£79.99).
“Retailers should also promote any Dream Toys stock they have both in store and on their social media channels. Here, the primary goal of retailers should be to drive customers in store, as sales will often take care of themselves after this point. High-demand, low-margin products may not prove profitable alone, but provide wider value through the potential for upselling once customers are in store. After all, the influence of an enthusiastic child in a toy store environment simply cannot be understated, particularly in the leadup to Christmas.
"Looking ahead, a number of key suppliers will be in attendance at our INDX Toys & Nursery Gifts 2023 show in April, providing an early chance to pick out the emerging trends and popular product lines that will form the basis of Dream Toys 2023. It’s also worth noting that expert advice from the AIS team will be available at the event, to help retailers really capitalise on growing trends.”
Dream Toys Top Toys For Christmas 2022 list:
1) Barbie Cutie Reveal Doll, Mattel UK (£32.99)
2) Gabby’s Purrfect Dollhouse, Spin Master Toys UK (£79.99)
3) Heroes of Goo Jit Zu Goo Shifters Hero Pack, Character Options (£10.99)
4) GiGi the Giraffe, Character Options (£27.99)
5) Little Live Pets – Mama Surprise, MooseToys (£64.99)
6) Magic Mixies Mixlings Magic Castle Playset, MooseToys (£29.99)
7) PAW Patrol Big Truck Pups Themed Vehicles, Spin Master Toys UK (£17.99)
8) Pokémon Elite Trainer Box, Asmodee UK (£42.50)
9) Rainbow High Series 4 Fashion Doll, MGA Entertainment (£31.99)
10) Sink N’ Sand Game, Spin Master Toys UK (£19.99)
11) Original 7.5” Squishmallows, Jazwares (£7.99)
12) LEGO Star Wars Hoth AT-ST, LEGO Company (£44.99)
For more information visit INDX Toys & Nursery Gifts 2023.
