Hatchibabies, Harry Potter, L.O.L., Peppa Pig + Sylvanian Families Feature In 2018’S Full DreamToys List heading into the Festive Season

Polly Pocket Big World Assortment, Hatchibabies, and Ricky The Trick-Lovin’ Pup are just three of the toys tipped as the most-wanted this Christmas. More than 70 toys made it to the annual DreamToys long list, which was unveiled this morning at St Mary’s Church, Marylebone.

DreamToys is the most authoritative independent predictive list in the UK, selected by a representative panel of leading toy retailers and experts. From collectables to family board games, cuddly creatures and slime sets, DreamToys highlights those toys that will be the most popular choices this Christmas.

“This year’s DreamToys list captures the real wonder and anticipation of Christmas time,” said Gary Grant, chair of the DreamToys selection committee. “Play is something that is very important to a child’s development and the toys selected for DreamToys 2018 promote many key play values while maintaining the excitement that comes with unwrapping a favourite at Christmas.”

The DreamToys committee also announced a list for ‘stocking fillers’ toys. This additional list represents the top collect-them-all brands for the year, including the likes of L.O.L., Lego Minifigures, Soft ‘N Slo and Fortnite.

“Collectables remain one of the most popular trends in the playground, so our ‘Stocking Fillers’ list celebrates the most innovative entries in this category,” added Grant. “These toys will excite and bring joy to children whether found under the Christmas tree or as a stocking filler.”

For mums, dads and present givers looking to plan the best toys for under the tree, the full DreamToys list can be viewed on the DreamToys Facebook page.

“With annual sales of £3.5BN, the UK toy industry is the largest in Europe and fourth globally,” commented Frederique Tutt, global analyst for the NPD Group’s toy division. “This year again, traditional play patterns will dominate Christmas trends with dolls (playset and nurturing dolls), arts & crafts (slime), board games and hot licences continuing to be favourites with parents and gift givers alike. The collectable-mania (+30% year-to-date) fuelled by millions of ‘unboxing’ videos posted on social media by influencers – both children and adults - will also continue around Christmas time with larger packs.”

The list has been broken down into eight categories and from these the 12 Top Toys are selected.

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

The eight categories are:

Paws & Claws
Cute and cuddly but be careful – some bite!

Winner Takes It All
Games to bring everyone together this Christmas

It’s Showtime
Recreate your favourite movie scenes – or let them make their own!

Messy Christmas
Let them get their hands dirty with these inventive toys

Play, Set & Match
Guaranteed to make children’s imagination run wild

What’s in the Box?
Not knowing is part of the fun!

Thrill Seekers
Unleash the inner action hero with these high-adrenaline toys!

Tot Spot
This year’s preschool collection takes the top spot

Alongside the DreamToys long list, the selection committee also selected a collection of ‘Stocking Filler’ toys that many children will be hoping Santa delivers this Christmas.

Stocking Fillers

DreamToys takes place at St Mary’s Church, York Street, Marylebone, W1H 1PQ from 7am-2pm.

Spokespeople from the Toy Retailers Association are available throughout the day, along with photography and video assets. Full details of the list can be found here.

*Statistics provided by the NPD Group

About The Toy Retailers Association
Spokespeople from the Toy Retailers Association, the British Toy and Hobby Association, all of the participating companies and the research company, NPD, will all be available for interview throughout the day. Child models will also be available for photography.

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 the blog. Follow us on Twitter: @npdgroup.

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

AIS (buying group), The Entertainer, Hamleys, 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.