With the cost of living crisis looming large, the DreamToys list compiled by the Toy Retailers Association (TRA) features a selection of cheaper toys this year, with eight of the top 12 games under £35. The cheapest item on the list is an £8 Squishmallow, a cuddly toy expected to be a popular stocking stuffer. Almost £1 billion will be spent on toys between now and Christmas Eve. Paul Reader, chairman of the DreamToys selection committee, said the committee paid attention to the difficult economic climate. “We know many use the DreamToys list to guide their purchasing decisions, and we believe we’ve picked the best toys to please kids this Christmas while fitting different budgets.” At the more expensive end of the list is the £65 Mama Surprise guinea pig. Careful grooming makes her heart light up and is a sign that a baby is on the way. The pups arrive behind closed hut doors (thankfully they drop from the roof) and in “normal” mode they arrive within two days. For a shorter attention span, in “quick” mode they drop every 10 minutes. Squishmallows at the DreamToys event in London. Photo: Jill Mead/The Guardian The list includes evergreen names like Lego, Barbie and Pokémon, as well as hot new properties like fast-growing diverse doll brand Rainbow High. The Rainbow High dolls have their own YouTube series, and the latest set of six characters includes two dolls with visible differences – vitiligo and albinism. With a flicker to rival Beyoncé, the 28-pound dancing giraffe GiGi is also expected to feature on many Christmas lists. His bouncy yellow hair adds a sensory dimension of play, but the novelty of the three-song arrangements can quickly rub off on the adults in the room. While in 2021 toy retailers faced supply chain issues related to the pandemic, which delayed deliveries ahead of the key trading season, this year’s pressures are on higher input costs pushing up prices and consumer spending being dampened by higher costs food, energy and housing. Reader said the global shortage of computer chips meant there weren’t as many “tech” games this year. But while people may be making cuts in other areas, game sales are still up 9%, although that figure also reflects price increases. The reader predicted that shoppers would be smart and look for deals like Black Friday sales in the coming weeks. They would also try to stretch budgets by buying lots of little things. “The selection of games is amazing and there is something to suit everyone’s budget,” he said. “I think people will buy a lot more small things instead of a big gift. If you are talking about children up to 10 years old, there are many options. Kids above that age tend to want more technology, which is a higher ticket purchase, and peer pressure on them will be more difficult.” The TRA produces a top 12 as well as a longer list as a buying guide for buyers. Last year the average price on its longlist was £35, but this year it has fallen to £28. The average game price across the market is £13. DreamToys Top 12 for Christmas
Apocalyptic Barbie Cutie Doll £33 Gabby’s Purrfect Dollhouse £80 Goo Jit Zu figurine £11 GiGi the Giraffe £28 Mama Surprise £65 Magic Mixies Mixlings Magic Castle £30 Paw Patrol Big Truck Pups £18 Pokémon Elite Trainer Set £42.50 Rainbow High fashion doll £32 Sink N’ Sand Game £20 Genuine Squishmallows 7.5in £8 Lego Star Wars Hoth AT-ST £45
