DREAMTOYS LONG LIST ANNOUNCED AS PARENTS SAY THAT PLAYTIME IN LOCKDOWN HAS BROUGHT THEM CLOSER TO CHILDREN

London - 28 October 2020 – Today, the Toy Retailers Association announced its list of which toys will be the most sought after this Christmas. Brought forward from its traditional announcement in November due to concerns linked to the pandemic, the DreamToys list is the most authoritative predictive list of which toys will fly off shelves this Christmas. Chosen by a panel of retailers and industry experts, the list is independent of toy manufacturers and makers.

Gary Grant, chair of the DreamToys selection committee, sees toys as an essential part of Christmas: “2020 has been a challenging year for all, but toys have entertained and educated many during lockdown. This year’s list represents a mixture of those toys which have kept families company during these difficult times, and innovation which will impress under the tree. We hope toys will continue to bring joy to all families over the festive period - as they have always done.”

This year’s full list contains familiar names, with Barbie, Peppa Pig and Paw Control returning as favourites amongst new toys, such as Fifi the Flossing Sloth, Windy Knickers and Squishmallows. Family favourites Scrabble, UNO and Cluedo also make an appearance in time for this year’s festive fun.

The full list can be viewed on the DreamToys Facebook page: www.facebook.com/DreamToysUK

There are seven categories this year, each designed to highlight the wildly different and varied types of play that children can take part in. The categories are:

(Bold indicates one of the 12 Top Toys, all prices quoted as RRPs, market price may vary from retailer to retailer)

Dolled Up
And everywhere to go for these magnificent mannequins.

Crafty Kids
Parental Warning: Mess may be made, but fun will definitely be had!

Licensed To Thrill
Bringing big and small screen magic to a living room near you.

Animal Farm
More Aww-wellian than Orwellian, these creatures great and small will put a smile on faces.

Lockdown Showdown
The perfect way to decide who does the washing up after Christmas dinner.

Tiny Treats
Good things come in small packages for these stocking-sized delights.

Awesome Automobiles
Kids may want to go fast but none will be furious when receiving these!

In a year which has also seen fewer holidays and more time at home, the importance of toys has come to the fore. A survey of 2,000 UK parents with young children (aged 10 or under), conducted by OnePoll on behalf of the Toy Retailers Association, has shown that this year has led to not only increased time playing with toys but also to parents growing closer with their children.

When asked if their children had played more with toys this year, 46% of parents said that this had been the case and that it was a result of lockdown. 56% of parents stated that they have spent more time playing with their children this year, and a striking 88% of those said that the increased playtime had resulted in them growing closer to their children.

As Christmas approaches, toys seemingly remain at the forefront of children’s minds with 86% of parents saying that their children either already have requested or are expected to ask for toys this Christmas. 82% of parents said that they planned on buying toys this Christmas for their children, demonstrating that they remain the go-to gift for children across the country.

To find out more about DreamToys, consumers can head to the DreamToys Facebook page (www.facebook.com/dreamtoysUK).

Full details of the list can be found at:
https://www.toyretailersassociation.co.uk/dreamtoys-2020

-Ends-

For more information, please contact:

Media Enquires – Will Lawes
Broadcast Enquires – Jordan Tunnicliff
Bastion
Tel 020 3927 6430
dreamtoys@bastion.co.uk

Notes to Editors
Spokespeople from the Toy Retailers Association, the British Toy and Hobby Association, all the participating companies and the research company, NPD, are available for interview.

Survey information
Date carried out: 07.10.2020 – 14.10.2020
Number of respondents: 2000
Demographic: UK Parents of Children Aged 0-10
Survey was conducted by OnePoll
For more information and full results please contact dreamtoys@bastion.co.uk

The Toy Retailers Association
The Association’s role is to inform and advise members on current and future legislation, as well as ethical practices in respect of toy safety, requirements under the Health and Safety Executive, consumer and employer rights. It acts as both a watchdog and persuader to ensure fair play for toy retailers and represents the toy retail sector on government panels and safety organisations in the UK & Europe.

About The NPD Group, Inc.

The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, consumer electronics, entertainment, fashion, food / foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information visit www.npd.com and npdgroupblog.com. Follow us on Twitter: @npdgroup.

The following retail companies and collectives fed into the DreamToys selection process:

AIS (buying group), Argos, The Entertainer, Selfridges, Smyths Toys, Toymaster (buying group), Toy Town. The buying groups provide representation across the specialist, local, independent and department store toy departments. The group was supported by market analysts from the NPD Group.