DREAMTOYS 2024: HELEN SKELTON REVEALS THE HOTTEST TOYS FOR CHRISTMAS

• DreamToys is the most authoritative and independent list of its kind
• The list is selected by an independent panel of toy retailers and toy experts
• UK toy market estimated to be worth £3.4 billion
• Research shows spending on gifts for children has increased by as much as 35% since 2021
• Christmas last year saw parents return to the high street with spending up 10%
• Last Christmas £900 million was spent on toys

Wednesday 13 November, London – With exactly six weeks to go until Christmas Day, TV presenter Helen Skelton today unveiled the Toy Retailers Association’s DreamToys top toys for Christmas 2024.

The DreamToys Christmas list is the most authoritative prediction of what are expected to be the hottest new toys on the high street this festive season. It is the only list selected by an independent panel of toy retailers and toy experts from small independents to large national chains.

And this year, the list was launched by DreamToys ambassador Helen Skelton, who said, “Every year, parents and families want to get the best gifts they can for their children. With so much choice it can be a challenge to make sure you’re spending your hard earned money in the right place for the kids in our lives, which is why I’m thrilled to be helping launch this year’s DreamToys list. The list lets us all know what kids are hoping for this Christmas so we can get gifts they will play with time and time again.”

Research conducted by The Insights Family - the global leader in kids, young adults, and parents' market intelligence - has also found that spending on gifts for children has increased steadily since 2021 by as much as 35%.

Parents are also expected to turn to the high street for their Christmas shopping as they did in 2023, with shopping in town and city centres up 9% and 10% respectively in Q4 2023 compared to Q1-Q3 that same year.

Chair of the DreamToys selection committee Paul Reader said: “More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers.

“This research shows a healthy market and the importance of toys to both children and the parents gifting them each Christmas. It’s also heartening to see that trust in the high street, and seeing toys for yourself, is still of great importance to parents across the country.”

The DreamToys list includes exciting interactive toys, new versions of family favourites and something for all the family, from preschool up to adults, with a diversity that reflects the many tastes and trends that define the UK’s toy industry today.

PLEASE NOTE: The list is presented alphabetically, as a full top 20, and is not ranked in any way. All prices quoted as RRPs - market price may vary from retailer to retailer.

The DreamToys panel picked the toys based on the value they offer - to the pockets of gift-givers and their users’ play time - as well as the patterns of play they inspire and the emerging trends they represent.

This year’s top 20 range in price from £9.99 to £79.99, offering something for all ages and budgets.

UK Toy Industry Insights

Global leader in kids, young adults, and parents' market intelligence, The Insights Family, has observed an increase in parental spending on gifts for children throughout 2024 and expects this trend to continue, consistent with the steady growth seen since 2021.

Research has found that from 2021 to 2024, monthly spending on gifts for children rose among parents of 1–16-year-olds by 35%, from £61 per month in 2021 to £82 per month in 2024.

The Insights Family’s research has also found that parents returned to the high street for their Christmas shopping in 2023, with shopping in town centres up 9% and city centres up 10% in Q4 2023 compared to Q1-Q3 2023.

Tom Williams, CEO of The Insights Family, said: “Despite financial pressures, our Parents Insights data is clearly showing that toys are still an essential part of the Christmas magic in households across the UK”.

Data tracking experts Circana, estimate the UK toy market to be worth £3.4 billion in the 12 months to September 2024. Last Christmas £900 million was spent on toys, accounting for 26% of annual toy sales.

"Despite a backdrop of economic uncertainty, the UK toy industry is seeing a remarkable resurgence, driven by the 'kidult' trend and a demand for nostalgia-fuelled purchases,” says Melissa Symonds, Executive Director of UK Toys at Circana.

“With these nostalgic adults now accounting for 29% of spend on toys, and categories like building sets, plush toys, and collectibles taking centre stage, it’s clear that toys have a unique power to bring joy across generations.

“As we enter a pivotal final quarter, with December 25th falling mid-week, we’re set for a record-breaking season that captures the magic of play in both young and old alike."

Paul Reader added, “From stocking fillers to premium products, toys based on big-name IPs to the innovative new products that will entertain this Christmas, there’s something here for children of all ages to add to their lists to Father Christmas.

“With Christmas exactly six weeks away, now is the time to get down to your local toy retailer who has experts to help you find the DreamToys, or help you choose the perfect gift for your children this Christmas”.

For more, visit the DreamToys Facebook and Instagram pages or dreamtoys.co.uk, or contact dreamtoys@bastion.co.uk.