Toy Retailers Association selects possible ‘must-have products’ for UK market on tight budget
An interactive guinea pig who gave birth and a “butt-shaking” disco giraffe are expected to be among the top-selling toys this Christmas as retailers struggle to customize the toy line to “any budget.”
With the looming cost-of-living crisis, the Toy Retailers Association’s (TRA) DreamToys list includes a selection of cheaper toys this year, eight of the top 12 toys under £35. The cheapest item on the list is the £8 Squishmallow, a cuddly toy that is expected to become a popular stocking stuffer.
Around £1bn will be spent on toys before Christmas. DreamToys selection committee chairman Paul Reeder said the committee took note of the difficult economic situation. “We know that many people use the DreamToys list as a guideline in their purchasing decisions, and we think we have selected the best toys to suit different budgets and keep kids happy this Christmas.”
The more expensive Mama Surprise guinea pig is £65. Careful care lit up her heart, a sign that the baby was on its way. The puppies arrived behind closed kitchen doors (thankfully they fell off the roof) and arrived in “normal” fashion within two days. For shorter attention spans in fast mode, they reset every 10 minutes.
The list includes timeless names like Lego, Barbie and Pokémon, as well as new hits like Rainbow High, a fast growing diversified doll brand. Rainbow High dolls have their own series on YouTube, and the last six characters include two dolls with notable differences – vitiligo and albinism.
GiGi, the £28 dancing giraffe, is also expected to be on many Christmas lists as it competes with Beyoncé. His bouncy yellow hair adds volume to sensory play, but the novelty of his three-song setup can quickly tire the adults in the room.
While toy retailers in 2021 grapple with pandemic-related supply chain issues that have caused shipments to be delayed before key trading periods, the pressure this year comes from higher entry costs causing prices to rise, as well as that food, energy and rising housing costs have reduced consumer spending. .
Readers say the global shortage of computer chips means there aren’t many “tech” toys this year. But despite potential cuts in other areas, toy sales rose 9%, although that figure also reflected higher prices.
Readers predict shoppers will be savvy and look for deals like Black Friday discounts in the coming weeks. They will also try to increase their budget by buying lots of little things.
“The choice of toys is huge and there is always something for every budget,” he said. “I think people will buy more small things than a big gift. If you’re talking about kids under 10, there are a lot of options. Kids over that age tend to want more technology, which means the higher the fare the more peer pressure they will have.”
TRA generates top 12 and longer listings as a guide for buyers. Last year, the average price on his long list was £35, but this year it has dropped to £28. The average price of a toy on the market is £13.
Post time: Nov-14-2022
